Driving Commercial Growth in Football – Innovation
Speakers: Timm Jäger, CEO EintrachtTech; Mike Armstrong, Chief Marketing Officer
The recent session on Driving Commercial Growth in Football – Innovation delivered by Timm Jager, CEO EintrachtTech – Eintracht Frankfurt; Mike Armstrong, Chief Marketing Officer – Juventus, shed light on how football clubs can diversify their revenue streams and engage fans through digital innovation and strategy.
Timm Jager emphasised the need to own every digital touchpoint, from the stadium to social media, to merchandise, and beyond. He highlighted the importance of digital change and how it has helped EintrachtTech compete with clubs that have international sponsorships. The company’s focus on data monetisation and exploring new revenue streams, such as B2B partnerships with autonomous driving companies, showcases how football clubs can think outside the box.
Moreover, Jager shared how data insights helped EintrachtTech attract 25,000 fans to attend a women’s match by understanding their preferences and marketing to them effectively. The session also highlighted EintrachtTech’s commitment to the club by reinvesting all the money they earn back into it, demonstrating a long-term view towards growth.
On the other hand, Mike Armstrong stressed the need to catch the attention of Gen Z, who are increasingly consuming content on digital platforms. Juventus is creating new products and touch-points to engage with fans who cannot attend matches in person, especially those who live outside Italy.
Armstrong believes that content is currency, and clubs must focus on creating relevant and personalised content to deepen fan engagement.
The emphasis on social media and unconventional platforms like TikTok shows that clubs are adapting to the changing media landscape to engage with fans where they are. Juventus has launched a short series on TikTok called “We the Next Gen,” showcasing the club’s willingness to experiment with new formats.
In addition, the focus on building a creator lab and recognising the engagement and interaction numbers of esports and women’s matches demonstrates the club’s commitment to diversifying its revenue streams and engaging with new fan segments.
The session provided valuable insights into how football clubs can leverage digital touchpoints and unconventional platforms to engage with fans and diversify their revenue streams.
The future of football will also require clubs to think beyond traditional revenue streams, such as ticket sales and sponsorships. The speakers’ emphasis on B2B partnerships and creator labs demonstrates the potential for football clubs to generate revenue from new sources. By diversifying their revenue streams, clubs can reduce their reliance on a single income source and mitigate financial risks.
The speakers emphasised the need for personalisation, automation, and creative revenue growth strategies. With football being a global sport, clubs must reach out to fans across the globe and give them more ways to connect with the club. The future of football is digital, and clubs that invest in digital touch-points and content marketing will stay ahead of the curve.
Overall, the session highlighted the need for football clubs to embrace digital innovation and strategy to engage with fans and drive revenue growth. As the sports industry becomes increasingly competitive, clubs must adapt to changing consumer behavior and media trends to stay relevant. By leveraging digital touchpoints, personalization, and unconventional platforms, football clubs can create a more engaging and immersive experience for their fans and secure their long-term success.
