In a packed session on Day 1 of SiGMA Europe 2024, the panel ‘Unlocking WEB3 and Tech for Football’ brought together visionary leaders at the intersection of sports and technology. Moderated by Samir Ceric, COO of Blocksport AG, the discussion aimed to dissect the role of digital transformation in modernising football.
Ceric, a leader in Web3 and blockchain applications, led the conversation with industry experts Richard Bron, Chairman and COO of Concorde Media, who has managed high-profile music and sports partnerships. Another panellist was Eugene Radvin, Head of Communications and Marketing at Mighty Tips, bringing extensive experience from UEFA. Dean Akinjobi, CEO of Football Media, known for leveraging AI and Web3 to revolutionise fan engagement, was also in attendance alongside Tom Vechy Vecsernyes, founder and CEO of Seyu Solutions, a pioneer in fan interaction tools across Europe. Together, they unravelled the possibilities and hurdles in blending tradition with digital innovation.
The panellists shared a common perspective: football clubs must reimagine their engagement strategies to capture the attention of today’s digital-first fans. While football has traditionally been about local loyalty and stadium experiences, today’s global fan expects real-time, immersive interactions. The panel argued that established business practices often hinder tech adoption. They asserted that clubs need to rethink their strategies to meet modern fan expectations.
With Gen Z and Gen Alpha showing more fluidity in club loyalty, it’s clear that maintaining relevance requires a shift. Clubs no longer only compete with local rivals. They are up against global sports brands and digital platforms like TikTok and Instagram. From social media to virtual reality, football must adapt to engage its diverse, tech-savvy audiences.
Challenges in the shift from tradition to technology
Transitioning from tradition to tech isn’t without challenges. Club leaders, especially in legacy teams, often remain deeply rooted in conventional methods. For many clubs, the mindset of leadership is still a significant barrier, observed the panel. Despite the overall trend, some clubs are embracing technology, especially CRM solutions. These solutions can personalize fan experiences, making fans feel like they’re at the stadium, even if they’re watching from afar. A few clubs are exploring virtual reality, where fans can wear headsets and feel the matchday atmosphere. Whether they’re at a Taylor Swift concert or a sold-out Arsenal game, technology is expanding its reach, turning global supporters and fans into part of the live action.
Yet, not all clubs have the financial freedom to adopt cutting-edge tech. As the panel pointed out, many clubs operate with modest budgets and must adopt a step-by-step approach. For these clubs, Web3 and tokenisation offer new avenues for engagement. By creating digital tokens, clubs can invite fans to take part in decisions, vote, or support community projects, helping to strengthen fan loyalty and generate revenue. While blockchain and tokenised assets are still emerging concepts, they offer a practical, affordable route for smaller clubs aiming to modernise.
Personal passion vs. the demands of business and monetisation
While tech innovations are reshaping fan interactions, the panel also acknowledged the deeper, personal passion many club owners and executives have for their teams. This passion often drives them to prioritise club traditions, seeing football as more than just business. Many clubs continue to operate in a traditional, low-tech manner, driven by loyalty rather than profit, a stance common in smaller clubs and teams with older fan bases. However, as clubs strive to remain financially viable in a competitive, global landscape, more are recognising the value of monetisation through partnerships and digital engagement to balance passion with sustainability.
One particularly noteworthy point was the shift in fan loyalty patterns. In contrast to earlier generations, younger fans now follow players as much as, if not more than, clubs. “Today’s youth are as likely to support Chelsea one year and Tottenham the next,” Samir Ceric noted, highlighting that clubs must adjust to maintain fan interest. This shift presents a challenge and an opportunity, prompting clubs to adapt and deliver engaging content to keep these fans connected, even as their preferences evolve. Rather than relying on generational loyalty, clubs need to leverage digital channels and data insights to retain relevance, making themselves part of the global fan’s daily digital experiences.
Richard Bron drew an intriguing comparison between football and music, noting that while sport has become a powerful fandom today, music has long been the original global unifier. He highlighted how major brands have always harnessed music to connect with audiences emotionally and culturally. Now, he suggested, football clubs are adopting a similar approach by leveraging tech and fan engagement strategies to build loyalty, much like how music artists create dedicated fan bases worldwide. This shift transforms clubs into entertainment brands, aiming to resonate with fans on a global scale beyond the pitch.
Data and personalisation as the key to modern fan engagement
Data has become a vital asset in this transformation. With the right insights, clubs can understand their audience, personalise content, and unlock new revenue streams. However, many clubs lack the infrastructure to analyse and act on this data effectively. For those that do, the benefits are profound. “With data, clubs can better understand fan behaviour patterns, tailoring experiences that boost engagement and loyalty,” a speaker added. Some clubs, for instance, have already begun using AI-driven insights to fine-tune their fan engagement strategies, enabling a more responsive, data-driven approach.
Beyond B2B partnerships, the panel highlighted the importance of B2B2C models that involve both business and consumer audiences. Many clubs, though adept at securing sponsorships, miss out on monetisation opportunities that leverage direct fan interactions. By focusing on B2B2C channels, clubs can create more personalised, profitable engagement strategies, such as premium content, virtual events, and exclusive offers that connect directly with fans.
Education remains crucial in the journey towards digital transformation. Many club executives are so focused on the daily demands of running a club that they miss out on the potential of tech adoption. As one panellist put it, “We have to be there to educate club leaders,” explaining that tech companies can play a vital role in bridging this gap. For clubs with limited resources, these partnerships provide both the tools and knowledge to modernise in a manageable way, creating a mutually beneficial relationship. By educating clubs on how data-driven strategies and digital tools can impact fan engagement, tech companies help clubs adapt.
Some clubs have formed educational partnerships with tech providers to help them understand the nuances of digital strategy. These partnerships provide clubs with insights and practical skills for data use, CRM management, and social media, gradually building their capabilities and helping them transition smoothly to digital-first operations. For clubs looking to expand, these educational resources can be pivotal in creating a scalable digital framework, allowing clubs to leverage global fan bases.
As the discussion drew to a close, excitement about football’s future filled the room. Technology stands as a powerful ally in reaching global audiences and generating new revenue streams, but the transition must be gradual and sensitive to tradition. The panel agreed that football clubs can thrive in this new era by blending passion with progress, tradition with innovation. With an approach that honours football’s heritage and embraces digital potential, clubs are well-positioned to captivate fans across continents and generations.
Ultimately, football’s future hinges on this fusion of legacy and technology. As clubs navigate the path ahead, balancing tradition with innovation, they have the chance to resonate with a broader, more connected fanbase. Technology offers a world of possibilities, from virtual reality and data-driven insights to tokenisation and fan-centric Web3 models. The journey, as the panel noted, is only beginning, but the outlook for football’s digital evolution is both promising and transformative.
This discussion only just scratched the surface of the immense potential that Web3 and technology hold for revolutionising football, promising even more transformative changes on the horizon.
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