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Nicole León, ISL Marketing Director, unveils the playbook on how sports properties harness and can further leverage digital marketing in their international expansion strategies. Join us for an insightful discussion as Nicole shares key insights and addresses crucial questions, shedding light on the strategies shaping global success in the digital era.
The shifts in consumer behavior within the sports industry are characterized by a substantial move towards non-traditional media channels driven by the acceleration of digital adoption. Approximately 40.7% of global sports fans now choose to stream live sports events through digital platforms. This trend signifies a significant departure from conventional methods of sports content consumption. Furthermore, there is an increased appetite for additional sports content, both related and unrelated to live matches, across an expanding array of platforms.
The demand for content related to live events, such as match announcements, short-term content, and highlights, is nearly as high as the demand for the events themselves. Similarly, non-live sports content, including docuseries and behind-the-scenes footage, has gained traction, attracting not only existing fans but also new audiences. Multi-screen viewing activities have become more prevalent, with the general population increasing its engagement in activities like social media, texting, gaming, and ordering food by an average of 5%, doubling to 10% among Gen Z, even during significant live events.
These shifts emphasize the need for brands and sports rights holders to stay connected to evolving consumer behaviors. As channel and device fragmentation continues to rise, adapting strategies to meet consumers on the right platforms and in the right ways becomes critical for successful engagement and international expansion.
The digital media platforms present football clubs with new avenues to connect and engage with fans in innovative ways directly. The immediacy of these platforms facilitates real-time communication, fostering a sense of community as fans actively participate in conversations, polls, and live events. Additionally, the global reach of digital media allows clubs to transcend geographical boundaries, connect with international audiences, and create a diverse and inclusive fan base. This not only enhances the club’s brand globally but also enables cultural exchange among fans from different regions.
Furthermore, digital platforms enable football clubs to deploy creative engagement methods, such as virtual events, exclusive behind-the-scenes content, and interactive initiatives. These strategies not only capture fans’ attention but also deepen their emotional connection to the club. The ability to personalize content delivery based on fan demographics and interests ensures a more targeted and meaningful engagement. Moreover, the analytics provided by digital platforms empower clubs to understand fan behavior, refine strategies, and make data-driven decisions, continually enhancing the overall fan experience.
In essence, digital media platforms are a dynamic tool that enables football clubs to forge direct connections, foster global communities, and explore innovative avenues for fan engagement.
The biggest challenge for sports properties in digital marketing lies in the fragmented digital landscape, making capturing and retaining fan attention increasingly difficult. As the digital space continues to diversify with various platforms and channels, reaching and maintaining a consistently engaged audience becomes a complex task for sports properties. The competition for fan attention across social media, streaming services, and other digital avenues requires strategic efforts to cut through the noise and deliver compelling content that resonates with diverse audiences.
In the fight for fan attention, the inherent power they possess to connect with fans and cultivate lifetime loyalty makes sports properties stand out. The emotional connection that fans develop with their favorite sports transcends mere fandom; it becomes a deeply ingrained aspect of their identity. This enduring loyalty provides sports properties with a unique advantage in capturing and retaining audience attention in the highly competitive digital landscape.
Additionally, the ability of sports properties, especially clubs, to create appealing and authentic storytelling sets them apart. Effective storytelling goes beyond the game itself, offering narratives that resonate with fans on a personal level. Whether through highlighting players’ journeys, historic moments, or community engagement, authentic storytelling fosters a deeper connection and emotional investment, making sports properties more memorable and compelling in the eyes of their audience.
Attracting younger fans demands a multifaceted approach for sustained engagement and growth. Football clubs can strategically optimize their digital presence by embracing popular platforms like TikTok and Instagram, tailoring content to the dynamics of each channel. Collaborating with influencers who resonate with the target demographic adds authenticity to the club’s messaging, while interactive content fosters active engagement. Aligning the club with broader cultural trends ensures relevance, and leveraging player stories and global community building enhances the overall fan experience.
However, the synergy between digital initiatives and physical engagements with clubs globally amplifies the impact of a young target. Expanding soccer clubs beyond their own territory through initiatives such as Summer Camps, Academies, and others not only fosters a sense of community but also provides tangible, real-world experiences, bridging the gap between the digital realm and reality.
These physical initiatives, complemented by digital ones, not only strengthen emotional ties but also offer opportunities for talent development, allowing clubs to identify and nurture young talents globally. By combining digital and physical strategies, football clubs create a comprehensive approach that reaches young fans on multiple levels, solidifying the club’s presence in their hearts and minds for the long term.
Having a fan base in different countries significantly expands clubs’ opportunities to generate new revenues. For European clubs, building a global fanbase serves as a strategic move to diversify their supporter base, reducing dependence on a single market. By strategically engaging fans through social media, targeted merchandise offerings, fan events, and local partnerships, clubs can cultivate a passionate and loyal following across borders.
A growing global fanbase not only enhances the club’s brand on an international scale but also contributes substantially to long-term sustainability. This diversified support base brings in additional revenue streams through various channels, including increased ticket sales for international matches or pre-season tours, elevated merchandise purchases from fans worldwide, and a boost in digital subscriptions for exclusive content and match streaming. The expansion into new markets not only broadens the financial landscape for clubs but also strengthens their overall resilience and market position in the dynamic world of football.
Developing relationships in other countries can give European clubs access to a vast talent pool. The American football landscape, for instance, has been evolving rapidly, with increased investment in youth development, academies, and professional leagues. By establishing partnerships with American clubs, scouting networks, or investing in youth academies, European clubs can tap into the American talent pool and identify potential players for their teams.
It is important to first understand the market and the culture the club wants to enter; it is not the same to expand in China and the USA, for example. Then, clubs have many possibilities for doing that, from local Summer Camps to international tours and pre-season friendlies with local clubs.
The current sports business landscape in the country, hosting the next FIFA World Cup, Olympics, and other relevant soccer events, presents substantial opportunities for European football clubs.
The United States represents a large and lucrative market where European clubs can strategically position themselves to capitalize on various revenue streams. European clubs can effectively tap into the American market by emphasizing key metrics such as revenue, sponsorship deals, and partnerships. The USA’s vast consumer base, robust economy, and deep-rooted passion for sports create significant opportunities for clubs to diversify their revenue sources beyond their home markets. Exploring avenues like merchandising, licensing agreements, and digital partnerships in the US can lead to additional income streams. Moreover, the increasing popularity of European football in the USA, driven by the growing fanbase and interest in major international competitions, further amplifies the potential for European clubs to strengthen their market presence and financial stability in the American sports business landscape.
Yesterday morning, the captain of FC Barcelona and Spain’s national team, passed by ISL’s Barcelona Soccer Experience training session to meet our players.
Busquets stopped at the Barcelona Soccer Experience training session to meet the 135 American players who travelled overseas to enjoy an unique soccer experience. It was a big surprise for all the young players, who were very excited to meet an international soccer star.
Just like them, Busquets had the dream to one day play for a club like Barça, and since 2005 he has been making his dream come true every day, step by step. From the Barça youth teams, to the first team, to wearing the blaugrana Captain armband. His perseverance, commitment and hard work are inspirational for all the young generations.
Sergio took the time to take a picture with each player and encourage them to keep pursuing their professional soccer careers.
The Barcelona Soccer Experience is a program developed by ISL to provide a professional and international soccer experience that players can’t have access to in the US. As the places are limited, the scouting process is made in collaboration with Barça Academy US, reaching players from all across the country.
The program offers American players and their families an exclusive and unique soccer experience in Barcelona, combining training sessions with official Barça Academy coaches, and competition matches against other Spanish teams. It also includes cultural guided excursions, an exclusive Camp Nou tour, Barça home matches, and many surprises!
For more information about The Barcelona Soccer Experience check https://islagencyold.wpenginepowered.com/travel/
November was a busy month for ISL!
In addition to opening registrations for the 8th Barça Academy Soccer Camps, a program developed with FC Barcelona and Barça Academy, ISL organized three simultaneous soccer events with over 1.000 American young players.
On the weekend of November 20th, ISL kicked off the LaLiga Select Talent ID in New York, the Madrid Soccer Experience and the Barcelona Soccer Experience.
LaLiga Select is LaLiga’s first and only official recruitment program in the US, created, developed and managed exclusively by ISL. Previous Talent IDs have taken place this year in Austin, Dallas, Houston, San Antonio and Canada. LaLiga Select also hosted several Showcases around the US in collaboration with local tournaments and soccer entities.
The selected players from the Talent IDs and the Showcases will be invited for a Showcase in Madrid, where they will be trained and watched by different LaLiga clubs, with the chance of being chosen to participate in a training camp from a LaLiga club.
The Madrid and Barcelona soccer experiences offer young players the chance to live a unique soccer week overseas, training with official coaches in the facilities of Real Madrid, Atlético de Madrid and FC Barcelona. In addition, ISL organizes surprise visits of professional football players to the training sessions of the experieciences – this time, Lucas Vázquez from Real Madrid, and Sergio Busquets from FC Barcelona, came to meet and greet the players and took a picture with each one of them.
These experiences also include several matches against Spanish teams, exclusive stadium tours, guided cultural visits of Madrid and Barcelona, and live matches of all 3 clubs. The “mise en scene” of 3 events of this magnitude in 3 main cities takes years of expertise, as well as the deployment of dedicated teams both on the field and behind the scenes, making sure everything goes according to plan.
In total, more than 1.000 young American players participated in the events, with over 150 coaches and more than 100 staff members. The three events were planned and developed by the ISl team with months of anticipation, in collaboration with LaLiga and LaLiga Academies, FC Barcelona and Barça Academies, Real Madrid, and Atlético de Madrid.
ISL is proud to actively contribute to the development of soccer in the US, by organizing events that offer players unique training and competition opportunities, and give them the chance of traveling overseas and get to know some of the biggest clubs in the world.
Last Tuesday, FC Barcelona player Eric García joined ISL staff and players in the Barcelona Soccer Experience training session at Ciutat Esportiva Joan Gamper.
It was a surprise for the young American players, who were thrilled to meet the FC Barcelona star!
Just like them, Eric García comes from the Barça schools and his trajectory is an inspiration for the young generations who aspire to become professional soccer players.
The 20-year-old centre back posed for photos with the youngsters and also got the chance to say a few words to them, encouraging them to continue playing the sport and work hard to get better every day.
The visit happened during a training session of the Barcelona Soccer Experience, a program developed by ISL Experience.
This program offers American players and their families an exclusive and unique soccer experience in Barcelona, combining training sessions, competition, cultural visits, a Camp Nou tour, a Barça match, and many surprises!
Stay Tuned! @team_isl
Albert Balsells is the Barça Academy Soccer Camps director for the USA.
Every summer, he organizes and coordinates 25 Soccer Camps that gather over 4.500 young players to learn the methods and values of the famous La Masia, where FC Barcelona legends like Messi and Xavi grew up.
This year, he had an impossible task: to organize the soccer camps events in the middle of a global pandemic.
Against all odds, Albert managed to minimize the impact of Covid-19 and adapt fast to ensure maximum safety for the players and their families, thus guaranteeing the kids would still be able to enjoy the best soccer summer experience in the country.
In 2020, Barça Academy USA held 14 Soccer Summer Camps for children between the ages of 6 and 16, registering a total of 1.500 participants and zero Coronavirus infections.
How did Mr. Balsells pull this off? That’s what we are going to find out:
At the start of each season we implement a timeline in which my team and I assign ourselves tasks to do throughout the year in order to have everything ready prior to camp commencing, although this year everything changed at the beginning of March due to COVID-19.
From March until the end of the camps we changed a lot of things and designed a contingency plan to know how to act considering different scenarios. The work done by the ISL staff was outstanding, considering the difficult situation we had to endure. Supporting each other was one of the most important things to keep working as a team.
The biggest challenge for me and my team was that the situation was changing every day. Originally we had planned 25 camps, but ultimately ended up doing only 14 due to state restrictions & regulations. In addition, we had to monitor daily how the covid situation was evolving in each state and what were the updates from the government.
We focused on safety measures on the field but also off the field, as in some camps we could have 300 people at one facility. We were very explicit in our communication with families and players to ensure that they maintain social distancing, wear masks, adhere to different drop off and pick up times and wash their hands periodically. We also cleaned the soccer material daily, distributed cleansing gel, etc.
A positive thing that we take from the camps is how people cooperate all the time, not just the players that were fantastic, but also our staff that was incredible at understanding the situation at all times and always being there to help each other. We couldn’t have done camps this summer without them and we are very grateful to all of them.
As you can expect in this situation, families were worried about the safety of their children, that’s why one of the keys to success was communication with all of them. We designed safety protocols which we shared with all the families weeks before the events started.
In a situation where every phone call can carry bad news because something happened, my advice would be to stay calm and act accordingly. At the end of the day as a person you can’t stop a pandemic by yourself, you can only imagine and plan different scenarios and be ready to act whenever you have to. Another very important thing is to support your team, at the end 5 brains think more than 1 and it’s important to trust them.
We are very excited for 2021 and we hope we can run the camps without any restrictions. Besides the soccer experience, we want the players and families to have fun on and off the field. We are already thinking of big surprises for the players, if we can do the camps normally.
Spreading the “blau grana” brand on a new continent takes time, skill and dedication, but it is very rewarding when thousands of players are able to train like a real FC Barcelona player, while enjoying the best soccer experience in the country. Thousands of players learning from the FC Barcelona methodology over the years has helped raise the level of soccer across the country.
Through Barça Camps, ISL is helping FC Barcelona to increase their brand awareness around the globe, and to reach thousands of American families. A key factor in the success of the global partnership between ISL and FC Barcelona is the growth of the historic clubs fan base. Not only does ISL help develop the game across the United States, but it creates brand ambassadors who create a unity with the club that would otherwise be impossible.
Over the years, ISL ran camps have seen over 25,000 young players and families representing the FC Barcelona colors during the nationwide tour. We’re pleased to continue the partnership, and plant the FC Barcelona roots deeper into the fabric of the United States soccer market.
What makes heading into 2021 such a unique year, is the signing of young American soccer talent, Serginho Dest, to FC Barcelona. Dest is fast becoming a global star, and is a beacon of the ever growing level of soccer in the United States, which has benefited from partnerships like the one between FC Barcelona and ISL.
During June and July of 2021, from Monday to Friday, Barça Camps will be hosted at 25 different cities across the United States for boys and girls, separately, with ages between 6-17 years old.
The participants will be able to fully indulge in the Barça Philosophy with 6 hour practices where they will learn the same tactics taught at LaMasia, that have helped shape players such as Messi, Xavi, Ansu Fati, Serginho Dest and many others.
Barça Camps not only forms skilled players, but also and most importantly, Barça Camps is an essential learning experience for kids to grow and mature as individuals.
Don’t miss this opportunity and register now, before it is too late!
Another summer camp tour across the nation has come and gone. Once again, in partnership with FC Barcelona our team traveled multiple routes with staff members to cities all around the country to instruct boys and girls in Barca values, techniques, style and tradition. From San Diego to Philadelphia, Austin to Boston, and Denver to Portland we hosted camps in over 16 different cities.
Unlike most summers past, this year was quite different for a number of reasons, but mainly due to the global Covid pandemic which forced us to scale back on the size of campers we are typically used to hosting, as well as the number of camps we plan to put on around the country.
Pre-Covid, our efforts to have another sellout summer of training and fun began it’s planning stages in Q4 of 2019, with routes being established, facilities being booked, coaches and staff committing to 7 weeks on the road, as well as the logistics of ordering uniforms for campers and the housing in each city. It’s a big deal to coordinate, but one our team thoroughly enjoys seeing come to life.
It was by mid-march when we first started to see what might lay ahead for the summer plans and all the hard work that had been put into place. Up until that point we were quickly on track to selling out camp at a record pace, but then the country started to shut everything down, namely ALL sports for the foreseeable future. As you can imagine, registrations nosedived almost immediately and facilities that had been locked down for months began to cancel agreements left and right.
One moment everything is moving along smoothly and then the next thing you know everything is out of your control, but not to ever back down from a challenge, we decided to take a step back to reassess the situation and to plan accordingly and in line with what government officials and the CDC recommended to make sure in keeping with utmost safety.
We scaled back our itinerary from the original plan of 40 cities nationwide to under half that to 16 camps, coast to coast. Our logistics team contacted and confirmed bookings with parks and recreation facilities. All of our coaches and staff were trained immediately in the correct procedures of keeping all of the campers safe, as well as each other. Commitments were made to wearing gloves and masks at all times at camp. Additionally, one way in and out check in stations were set up where campers were allowed to enter and leave facilities. With all of the logistics sorted out, we still wanted to emphasize an atmosphere of fun and growth for the campers. As one of the few companies hosting nationwide camps and expecting over 2000 registrants to participate we made this our ultimate goal, given the current global climate.
As we wrapped up week 7 in the City of Brotherly Love, Philadelphia, we reflected on the summer to date and how our commitment to keeping everyone safe was validated in the precaution and safety measures we took. 2 weeks after the fact we have still had zero Covid incidents for either campers, coaches or staff.
Thank you for trusting us this Summer and we look forward to making it back to your city in 2021. Be on the lookout for cam announcements in the fall.
We are thrilled to announce that we have officially kicked off the start of the 2020/21 season signifying our continued partnership with FC Barcelona. From coast to coast boys and girls ranging in array of age categories return back out on to the fields to continue their education in FC Barcelona values, style and techniques.
For some this will be their first season with us, having gone through summer tryouts at our different locations and finding that the philosophy of the Barca way being in line with helping them advance in their skills, field IQ and overall love for the beautiful game. In Charlotte, NC we were especially proud to announce that our Academy there has expanded regionally and around the city, as well as with 2 new locations across the border into South Carolina.
With all of the excitement of getting going again and watching our players grow, we are earnestly keeping in mind that we are still in the midst of a global pandemic. For the past 7 weeks we have been actively putting into practice safety procedures that are in line with CDC and government regulations at our camps from around the nation and truly believe that we will continue to refine these practices in order to keep all of our players safe. This is non-negotiable for us and will always be our number one priority in each city that we have an Academy.
Many protocols have been put into place to ensure utmost safety, including mandatory temperature checks and hand sanitization. Redesigning drills at a safe distance, as well as disinfecting all training materials. Players will only interact with their own ball for individual games. For cooperation games players will share a ball, through which they must achieve a common goal. For opposition in a non-shared space, players will cooperate with a shared ball to achieve a common goal, sharing only their space and without defensive contact.
These are just some of the procedures we are putting into practice and will continue to communicate with you through email and social media as these protocols are added and refined.
During a 5 day camp experience, players will be taken through an immersive training regiment that mimics that of a season long Barca Academy style program, all of which is rooted in the same values and methodologies that are in line with FCB standards.
So, be the hero your kids want you to be this Christmas and give the gift that allows them to train and play like a real Barcelona player for a week! Get in early, these camps will sell out quickly and there are limited spots per city.
