Roundtable wrap-up: Empowering Sports Content with AI

The latest iSportConnect Roundtable followed on from one of our recent events by focussing on using AI to Empowering Sports Content. In this wrap-up we look back at the roundtable discussions and share some of the key takeaways from the conversation which included major rights holders and broadcasters.

While Magnifi, a company that offers cutting edge video solutions powered by AI, were the thought leaders in the room the conversation included great insights from the broadcasters and rights holders in attendance. 

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AI is still in its very early stages and the technology will be moving and developing at a rapid pace. 

In just a few months where we are now, will seem primitive compared to where the technology ends up. This will massively impact the way in which AI is used around content.

The AI conversation is not generic, it is actually incredibly problem-specific

When discussing the ways in which AI can have an impact on the workflow of a rights holder or business the approach it not one-size fits all. When used in the most specific ways AI can be very cost effective.

AI offers solutions that can benefit both small and large rights holders in very different ways

For a large rights holder AI can help them make their workforce more time effective when working on content. It can also help translate content into multiple languages. 

For a smaller rights holder they can use AI where they would otherwise have to use manpower to generate similar results. This applies to rights holders who have a lot of content but don’t have the time or resources to make the best use of it. 

The 20:80 approval rating is revolutionary and will only get better

If an organisation can rely on 80% of the content produced by AI to be perfect and not require approval that will mean resources previously used on simply approval can be used more effectively.

If you are a service provider or rights holder and would be interested in hosting a roundtable contact Joe Rowland here

Is sales a team game? You bet

In this article by Tim Barber, Chief Commercial Officer for EngageRM, he focuses on how a sales team needs to fit into the workings of the business as a whole.

How many times a week are you moaning about your marketing department failing to give you a quality lead (again), how admin is the stuff of nightmares or the hours you have spent on the phone with prospects knowing your efforts will not be rewarded? 

I am happy to put money on that at least one rings true for you.  

But as much as we love to blame marketing and their (lack of) leads and/or moan about admin, the reality is, when all these elements work together, sales can maximize their time and growth.  

You may have heard of the old proverb; “If you want to go fast, go alone; but if you want to go far, go together,”this works in business and sales.  

Only when we collaborate with different departments and maximize the technology available to us, do we achieve our potential.

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It’s on you to score 

Whilst selling is absolutely a team game, it is up to the individual to be tenacious by bringing in and managing leads. That does not mean sales are on their own, however. 

Think of the departments in your business as the different players that make up a soccer team. All have a distinct role to play for the system to be successful and increase your chances of winning. 

In this analogy, sales are your strikers, relying on the rest of the team to execute their role and bring the ball forward then, it is on them score.  

The same thing can be said in business, departments (yes, including marketing) to work together to bring in and influence leads, but at the end of the day, sales are responsible for sealing the deal. The key to success? Driving the efforts to close the deal whilst utilizing the team around you. 

To lead with your leads, think 1.5 

I was introduced to the concept of 1.5 from a former colleague Dale Morris, who met the mindset during his premiership year as an Aussie rules footballer in 2016.  

Simply put, 1.5 is a tenacious mindset where you focus on not just bringing your best self, but also going beyond your own remit to support and deliver for your team. It is a principle we follow in the EngageRM sales team. 

This can range from personally enhancing marketing efforts through sharing content on social channels, supporting the inside sales team by creating outreach sequences, or visiting clients in conjunction with customer experience to deliver a successful reference program. 

Like the title says, it is a team game. 

Looking for your best teammate? It’s data, every time. 

Resilience is a valuable skill in sales, for every yes, there are plenty more rejections, and they can add up, but it is how we bounce back that makes all the difference.  

The quickest way to rebound is to listen to what the data is telling you. “What data?” I hear you ask; the data you collect from every interaction you store in CRM (Customer Relationship Management).  

We know data admin is the bane of every salesperson’s existence, but it is a necessity during a sales cycle, especially when operating a culture of continuous improvement.  

It goes without saying the quality of data captured directly correlates to the quality of the insights provided. Simply put, if the data you add is rubbish (or non-existent), then you are on the back foot from the get-go. 

Nothing beats spending time face-to-face with a prospect, but scoring that face-to-face meeting is a much harder task. Decent quality data makes this occur more often.  

Data and admin are teammates that will speed you up, not slow you down. 

Invest in your team by investing in tech  

I often tell people in the business world that to be successful in this game you must be authentic. Authenticity leads to trust, and trust is the starting point of every successful business transaction. 

We are in the age of hyper personalization, a key concept for delivering authentic messaging. In sales for example, there is a shift from outreach consisting of cold calling hundreds, if not thousands, of prospects to a more personalized approach. It can be a tiring process if you do not utilize technology to perform heavy lifting. 

For sales teams, AI (Artificial Intelligence) powered platforms provide productivity tools such as lead scoring, opportunity prediction, in-call sentiment analysis, and real-time personalized recommendations.  

Investing in this type of tech will provide insights humans cannot, and evidence-based suggestions on how best to grow your business. The biggest win is you will not need to perform the analysis yourself. 

Let technology drive insights and actions, while your personality and skills do the selling. 

If it’s good enough for Michael Jordan, it’s good enough for you 

Tenacity, resilience, and authenticity are three traits all great salespeople have, but they are nothing without the support and unity of the team around you.  

If you do not work to a 1.5 mindset whilst utilizing the resources at your disposal, you may close a few deals, but you will not achieve long term success.  

As Michael Jordan once said, “Talent wins games, but teamwork and intelligence win championships.” 

Click here to connect with Tim on LinkedIn and here to find out more about EngageRM.

Photo Credit: ©INPHO/Dan Sheridan

EBU and FIFA agree media rights partnership for FIFA Women’s World Cup

The European Broadcasting Union (EBU) and FIFA have agreed to extend their existing media rights partnership, ensuring that the upcoming FIFA Women’s World Cup Australia & New Zealand 2023™ will be broadcast on the EBU’s free-to-air linear TV network across 34 European territories, whilst also making a substantial additional commitment to the regular transmission of women’s football content beyond the tournament. 

The memorandum of understanding follows initial discussions held at the Home of FIFA last month involving FIFA President Gianni Infantino, FIFA Chief Business Officer Romy Gai, and representatives of the EBU, led by Director General Noel Curran, and the rights include broadcast across TV, digital and radio in a new arrangement that will also see the EBU provide more promotion to women’s football than ever before, thus helping to further grow the sport. 

In October 2022, the two parties had announced an initial deal confirming that the FIFA Women’s World Cup 2023™ would be broadcast free-to-air across 28 European territories, but under this revised agreement, major European broadcast markets have been added, together with Ukraine. 

“FIFA is delighted to widen the deal with the European Broadcasting Union for the transmission of the upcoming FIFA Women’s World Cup to include the five major markets within their existing networks, namely France, Germany, Italy, Spain and the United Kingdom, as well as Ukraine, thus ensuring maximum exposure for the tournament,” said FIFA President Gianni Infantino. “As part of this agreement, the EBU has committed to working towards broadcasting at least one hour of weekly content dedicated to women’s football on its own digital platform and broadcaster network. This will provide a huge promotional and exposure opportunity for women’s football, which is a top priority for us in line with FIFA’s commitment to the long-term development of the sport.”

EBU Director General Noel Curran said: “We are delighted to have been able to build on our long-term and successful relationship with FIFA to secure the rights on behalf of Europe’s biggest public-service broadcasters. The FIFA Women’s World Cup is one of sport’s most exciting and fastest growing events and we are committed to working hand-in-hand with FIFA to ensure the women’s game is enjoyed by as many people as possible across the continent. We see women’s football as being central to our content strategy and one of the cornerstones of the new digital platform we hope to launch next year.”

EBU Members, including ARD/ZDF (Germany), BBC/ITV (UK), France Télévisions, RAI (Italy) and RTVE (Spain), will also undertake to help market the tournament across all their channels as part of the EBU’s long-term strategy to promote the growth of women’s football in Europe and beyond. In Ukraine, the tournament will be shown by EBU Member, UA:PBC.

The new agreement continues the success story and legacy that was established with the FIFA-EBU partnership to broadcast the FIFA Women’s World Cup France 2019™, where EBU Members reported record audience figures as coverage of this event signalled a landmark moment for women’s sport. 

The FIFA Women’s World Cup Australia & New Zealand 2023, which is the first to be held in the southern hemisphere and hosted in the Asia-Pacific region, will feature 32 teams, eight more than the previous edition in 2019, and will comprise 64 matches kicking off on Thursday, 20 July 2023 and concluding with the final at Sydney/Gadigal’s Stadium Australia on Sunday, 20 August 2023. 

List of territories in which EBU Members will broadcast the FIFA Women’s World Cup Australia & New Zealand 2023: Albania, Austria, Belgium, Bosnia & Herzegovina, Bulgaria, Croatia, Cyprus, Czechia, Estonia, France, Georgia, Germany, Hungary, Iceland, Ireland (Republic of), Italy, Kosovo, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Moldova, Montenegro, North Macedonia, Romania, Serbia, Slovakia, Slovenia, Spain, Switzerland, Türkiye, Ukraine, United Kingdom.

Roundtable wrap-up: Reflecting on the evolution of brand strategies around women’s sport

The latest iSportConnect Roundtable followed on from one of our recent events by focussing on Women’s sport. In this wrap-up we look back at the roundtable discussions and share some of the key takeaways from the brands in the room.

Thanks to the success of the Lionesses last summer, followed by a Women’s Football World Cup this year the time is ripe for Women’s sport to take centre stage this summer. 

The discussion was opened by talking about the bundling of the commercial rights of women’s teams with the men’s. 

This is a really interesting topic that I think will develop a lot over the next few years. Originally, a lot of teams would throw in the rights to the women’s team for no additional cost, but that has changed. In the case of Women’s football the WSL is being broadcast on Sky and BBC every weekend so their assets have a real value. As women’s sport continues to mature and more data is gathered on the unique audience it has, we will likely see brands targeting women’s sport separately to men’s because of the people they are trying to reach. 

The role of brands in women’s sport is different to that in men’s. 

Whereas men’s sport is all about eyeballs, women’s sport provides brands with a unique opportunity for storytelling. For a lot of brands, sponsoring women’s sport sits inside the brands CSR strategy. Part of this would involve brands helping sports explain what they can bring to the lives of young women and girls. The fact that these sponsorship’s still come under CSR clearly shows the way in which brands are still not viewing women’s sport as a place to find commercial returns. In a similar way to the point above as and when this changes will be very interesting to see. 

The experience of attending women’s sport is different to men’s and it should stay that way

Women’s sport has got a lot of praise for how accessible it is to a wide audience. Male sport is often attended by middle-aged men and can be associated with a drinking culture. Increasingly brands are seeing the hospitality opportunities in women’s sport becoming more attractive for B2B clients because they can bring families along. It is also important that as women’s sport continues to mature that it keeps its own identity and doesn’t follow in the same path as men’s sport. While men’s sport has previously been very attractive for B2B hospitality packages, some events are becoming overly corporate and this has pushed ‘real’ fans in the direction of women’s alternatives. This has made the women’s game a better proposition for B2B clients who really care about the sport. 

The fact that women’s sport is more welcoming needs to be used effectively

Brands in the room all spoke of the great experiences they have had when dealing with female athletes, especially in comparison to men. Female athletes were described as more authentic and relatable because they haven’t been media trained to the same degree as men. Authenticity is an incredibly important part of making engaging content specifically for Generation Z as was discussed at a recent iSportConnect Masterclass+ on the topic of Engaging Young Fans. This means that brands have an opportunity to create fantastic activations with female athletes. However, there is a fear that with exposure increasing the doors of accessibility will be closing. A delegate at our women’s sport Masterclass+ two weeks ago said that in the case of England’s Lionesses this is already beginning to happen.

If you are a service provider or rights holder and would be interested in hosting a roundtable contact Joe Rowland here

Member Insights: Berlusconi’s made-in-Hollywood success

In this Member Insight piece iSportConnect’s Content Director, Jay Stuart, former Variety correspondent in Rome, gives his perspective on the rise of Italian commercial TV.

Silvio Berlusconi as Mister Bunga-Bunga is unrecognisable to me. He gets a lot of justified criticism as a political figure and a malign cultural influence but you’re unlikely to hear anybody who was selling television programming in Europe for a living in the 1980s say an unflattering word. 

I was a staff correspondent in Rome for the showbiz paper Variety before anybody had ever heard of Berlusconi and as a reporter covering the TV business I had a front-row seat on his rise to the top. I’m going to share here a bit of perspective on an overlooked aspect of the story. 

So often the narrative starts with him having a commercial TV monopoly in Italy thanks to shady Italian politics and regulatory failures. Yes, that’s sort of true, but it misses out the best part. Successful TV networks are not created by politics or regulation but by content that audiences want to watch. The Berlusconi story is only partly about Italy. 

It’s also about Dallas. 

Remember that American primetime soap, the one with JR? When Berlusconi bought Dallas from Lorimar the ratings for his Canale 5 shot through the roof. An upstart channel from nowhere was suddenly a market leader. Dallas symbolised something brand new in the Italian TV market. 

Competition.

Berlusconi actually saw himself as challenging a monopoly. Back in those days Italy had the state-owned broadcaster RAI and that was it. In fact, it was the same all over Europe. There were only state broadcasters, no commercially owned channels allowed. Britain was the exception with the BBC-ITV duopoly, not hugely different. The programming philosophy was ‘public service.’ And advertising time was limited everywhere. 

Berlusconi viewed this situation through the only lens the man ever really understood, that of a salesman. Most obviously, as a seller of advertising. In a market choked with pent-up demand, he saw the bonanza there for the taking in opening up new airtime for commercials.

He also had a salesman’s view of the market for content. With RAI as the only Italian buyer for their movies and shows, American sellers weren’t getting good prices. He saw that by challenging the status quo he had something to offer Hollywood, a competitive market, and the studios weren’t slow on the uptake. American companies poured popular programming into Italy’s new commercial channels as fast as they could buy rights. 

Private stations launched by lesser entrepreneurs were sprouting up all over Italy like blocks of flats without permits. There were literally hundreds of them. 

Soon enough the Italian phenomenon was repeated across Europe, albeit less flamboyantly, as private television took off on the back of U.S. imports to the point where Brussels had to come up with a Directive to save European viewers from the likes of Miss Ellie and Magnum, P.I., and Brazilian telenovelas. But competition was here to stay.

A continent full of public broadcast monopolies? Pent-up advertising demand? Dynasty and Love Boat? It all seems rather quaint now.

I can’t leave off mentioning that early on Berlusconi bought the rights to a football exhibition tournament in Uruguay called the Mundialito. It was the first time that the Italian national team played on private TV. The ratings were great of course. The tournament cost him $1 million ¬ big bucks for sports back then.

It took a few years for the sellers of sports rights to follow in Hollywood’s footsteps. Then rights fees took off.

Photo Credit: Niccolò Caranti

Southampton Women extend partnership with Starling Bank

Starling shares our vision for the future of women’s football and we’re excited to continue working with them, following a remarkably successful first year in partnership. 

The three-year deal will see us work with Starling to create more grassroots football opportunities for women and girls in Hampshire, where the bank has also created 500 roles in banking, engineering, and operations at its Southampton base. 

The decision to extend the partnership comes following an extraordinary period for our Women’s side. Throughout the 2022/2023 season, the team has experienced unprecedented growth, with average attendances for each match increasing by 355% compared to the previous 2021/2022 season, highlighting the passion and loyalty you’ve shown for Saints Women. 

Furthermore, we’ve seen an outstanding increase in Season Ticket sales, with a remarkable 180% growth between the 2021/2022 and 2022/2023 campaigns. 

The partnership renewal comes ahead of the team’s new kit launch, which will be Starling’s first sponsored shirt that’s available for fans to buy. 

It’ll also be the first time in the club’s history that women’s team shirts will be on sale with a specific women’s team sponsor, catering to the growing demand and dedication of our fan base. 

Charlie Boss, Chief Commercial Officer at Southampton FC said: “Our club is extremely proud of everything our women’s team has achieved on and off the pitch. Starling’s continued support and belief in our vision has been instrumental in the team’s remarkable growth and success. This renewed partnership is a testament to the unwavering commitment of both organisations to achieving greatness together.” 

Rachel Kerrone, Brand and Marketing Director at Starling said: “There has been so much progress in women’s football in the last year. We want to help the tide rise for women and girls everywhere, both in technology and in sport, and I can’t wait to see what we can do with Southampton FC Women in the next three years and beyond.” 

Since launching the partnership in 2022, we’ve made fantastic progress as we work together to bridge the gap between the matchday experience of the men’s and women’s teams and fuel the attendance of passionate fans. You may have also seen our ground-breaking new initiatives such as ‘Coaches of Tomorrow’ – a visionary programme that aims to empower and inspire a new generation of women and girls to conquer the realm of football coaching. In the last year, the initiative has trained 20 women in Hampshire into qualified grassroots football coaches. 

The bank also funded a free ticket giveaway to the Conti Cup in 2022, resulting in a record number of ticket sales (just over 8,000) for our Women’s team at St Mary’s Stadium against Tottenham Hotspur Women.

British Basketball Federation launch OTT service GB Basketball TV with Joymo

Joymo and the British Basketball Federation have today unveiled a ground-breaking partnership for the sport in England, Scotland and Wales, underpinned by the launch of GB Basketball TV – a new direct-to-fan digital service.

The Joymo-powered over-the-top (OTT) digital content hub becomes the home of GB Basketball content and is set to feature live match streams, highlights, short and long format video features available to fans to watch live and on demand.

The platform, accessible via https://gbbasketball.tv/home, will launch with live coverage of Women’s EuroBasket 2023 (June 15-25) – a key event in the Olympic qualification journey – after Joymo acquired the rights in the UK via the International Basketball Federation (FIBA).

Additionally, as a part of Joymo’s rights acquisition, GB Basketball TV will also be the only place to watch the Great Britain U20s, U18s and U16s representative teams compete in the FIBA European Youth Championships later this summer. 

The subscription-based service will offer fans the flexibility to purchase a range of pay-per-view options including a Summer Pass, with full coverage of all Team GB matches from Women’s EuroBasket 2023 and three age group levels at the FIBA European Youth Championships – a minimum of 45 matches – available for £19.99*.

Commenting on the launch of GB Basketball TV, Chris Grant, Chair of the British Basketball Federation, said: “This is a very important milestone in the development of British Basketball.  The launch of GB Basketball TV, and the provision of more opportunities to watch our amazing players compete at all levels, are key pillars in our strategy to grow the game. 

“Our partnership with Joymo creates a platform to deliver more coverage in an easily accessible way. Having a single online destination for all our content will enable us to introduce more people to the sport and give our fanbase more of what they want.”   

Hannah Griffiths, VP Content Acquisition & Partnerships at Joymo, said: “We are thrilled to be working with British Basketball to power their streaming ambitions and broader digital strategy. This new digital home of the sport can deliver to British Basketball’s most important stakeholders: fans, participants, and commercial partners.

“This is an alliance of great strategic importance for Joymo, showcasing the strength of our proposition as both a platform provider and rights acquisition partner,” she added.

As part of the agreement between Joymo and British Basketball, the streaming services provider becomes an Official Partner and title sponsor of the Great Britain Women’s Basketball team. Joymo will use the opportunity to promote GB Basketball TV, with the new brand logo set to appear on Team GB shirts during the Women’s EuroBasket 2023 tournament, and the European Youth Championships.

SailGP Season 4 to be broadcast on ITV

The world’s most exciting racing on water, SailGP, will now be seen by more viewers than ever across the UK with the announcement of a free-to-air broadcast deal with ITV. Exclusive live coverage of nine event weekends will be shown on ITVX in the first standalone live sports commission for ITV’s streaming service which was launched in late 2022. And all events in Season 4 of SailGP will be available across the ITV digital and linear network, including ITV1, ITV4 and ITVX.

SailGP is launching its biggest season ever opening with the Rolex United States Sail Grand Prix at Navy Pier, in Chicago, on June 16 and 17, which will be streamed live on ITVX in the first of 18 live 90-minute race day shows on the streamer. National teams in the mixed gender championship will battle at 12 iconic venues around the world across 2023 and 2024. Taking on the world’s best will be the Emirates Great Britain SailGP Team, led by the two most decorated Olympic sailors of all time, driver Sir Ben Ainslie and strategist Hannah Mills.

The British team dramatically qualified for last season’s three-boat Grand Final race for US $1million on the final day of the season, but finished third behind Tom Slingsby’s now triple defending champion Australia team and Peter Burling’s New Zealand SailGP Team and will be out to settle this score in Season 4. 

After Chicago the action will head to Los Angeles with highlights for both events broadcast on ITV4 and live racing all weekend on ITVX. Later this summer the league will then head to Europe and the France Sail Grand Prix in Saint-Tropez will be shown on the network’s flagship channel ITV1, which coincides with the broadcasters’ coverage of the Rugby World Cup. 

A full highlights show of the Season 4 Grand Final in San Francisco will also be seen on ITV1. All other events in the season will have highlights programs broadcast on ITV4. 

The SailGP Season 4 events in Sydney, Auckland and Canada will be shown on ITV4 on delay to ensure the best possible viewing times for UK-based fans. All other events can be enjoyed in full either live or on-demand on ITVX, ITV’s streaming service along with coverage of SailGP’s behind the scenes series ‘Racing on the Edge’.

This broadcast deal extends further than the action-packed, adrenaline-pumping racing as both companies have robust commitments and rigorous plans in place to hit key sustainable targets. SailGP has set a target of 55 percent reduction of its carbon footprint – based on science – by 2025, as well as committing to being fully powered by nature by 2025 on shore and on water. ITV has been recognized as a leader in transparency and governance of its ambitious climate action programme, ranked in the top 2 percent of companies worldwide by the Carbon Disclosure Project (CDP). As the first sport to disclose its carbon strategy to CDP, SailGP is looking forward to furthering ITV’s mission to deliver shows with the biggest impact on audiences and the smallest impact on the planet.

SailGP global head of broadcast and media Tom Gracey said: “We’re thrilled to be working with the team at ITV to bring SailGP to more UK fans than ever across their linear and digital suite of channels, with Sir Ben Ainslie, Hannah Mills and the Emirates Great Britain SailGP Team taking on the world’s best. ITV are renowned at bringing the biggest sporting moments to audiences across the country and we’re excited to be part of their premium sports output for Season 4.

“We’re looking forward to continuing to re-imagine the sport of sailing and building on our significant growth trajectory through an integrated partnership with ITV, although rumors of Sir Ben entering the Jungle are entirely premature!”  

Ainslie said: “We are delighted to have ITV onboard as the official UK broadcaster for SailGP. Having Season 4 on the free-to-view network will introduce more people to the sport and we hope they’ll be supporting Emirates GBR! The team and I can’t wait to race against the world’s best in front of what’s sure to be our biggest ever UK audience and we will be doing everything we can to take home the title, to know our efforts will be on the ITV network for every fan to watch back home gives us even more incentive.”

Niall Slone, ITV Director of Sport, said: “We hope viewers will enjoy being able to watch, live and free to air, one of the most exciting and glamorous events in sailing.  With live coverage across 18 days throughout the season, coming from fantastic locations across the world, available on ITVX as well as highlights on ITV4 and ITV1, there is an opportunity for our audiences to engage with all the action and we’re delighted to be partnering with SailGP to bring viewers each event, starting this Friday in Chicago.” 

This new deal adds to ITV Sport’s portfolio of first class events, which also includes Six Nations rugby, The Rugby World Cup, England Women football team matches, UEFA EURO 2024, the FA Cup, EFL highlights including the Sky Bet Championship, Sky Bet League One, Sky Bet League Two, Carabao Cup and the EFL Trophy, La Liga, the Tour de France, the NFL, Heinekein Champions Cup, Gallagher Premiership Rugby and, in motosport, Extreme E, plus British Touring Car Championships and MotoGP, plus major competitions in snooker and darts. 

Real Madrid are still the real kings of Europe despite Manchester City’s treble

Last weekend’s Champions League final brought to a close the 2022/23 football season and boy did it feel like a long one. 

Unless you have been living under a rock, or don’t follow football, you will know that Manchester City won their first Champions League last weekend and in doing so completed a historic treble. 

But enough about that, we thought that the final gave us a great backdrop for this week’s iSportConnect Brand Health Index, powered by YouGov, where we are diving into the brand health of 20 of the top European football clubs. 

The index looks at the brand health of each team, in their own country, and compares their score to the first week of January 2021. 

Spanish clubs dominate

It is not really surprising to see 14-time Champions League winners Real Madrid top this ranking. They are the kings of Europe on the pitch and their very high reputation means they are top spot in these rankings as well.

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They are followed by Barcelona and Athletico. While Barcelona have maintained a consistently high score despite what has happened off the field, Atletico’s score has been greatly affected by their performance on the pitch. In 2021, Atletico were crowned champions of La Liga, but haven’t repeated the feat in the two years since and they finished bottom of their Champions League group this year. In the case of Barcelona, this will be based on both their reputation and the fact that they have maintained a strong level of domestic performance.

Biggest winners

The biggest winners come in the form of Napoli, runaway winners of Serie A this year, Manchester City, who as mentioned above have just completed the treble, and Arsenal, who had a resurgence last season under Michel Arteta and are returning to the Champions League for the first time since 2016-17.

Biggest losers

The biggest losers are Juventus, Bayern Munich and Atletico Madrid. Juventus received a ten-point deduction which saw them finish in a disappointing seventh and meaning they will compete in the European Conference League next season. Bayern Munich have been disappointing since they sacked Julien Nagelsmann and haven’t been their usual dominant self in the Bundesliga, limping to the title thanks to a Borussia Dortmund meltdown on the final day, they were also dumped out of the Champions League by Manchester City. 

The common theme with all of these clubs is that there seems to be an intrinsic link between being successful and your brand health score. On field success is likely to positively impact how fans and the general population feel about a football club, all the way from how people feel they are managed and the likeability of players and coaches to fan culture. All of these factors contribute to the brand health score of each club.

Photo credit: Steffen Prößdorf

The View From Lausanne: Maximising Fan Engagement, Unveiling the difference between loyalty and retention

In this View From article Michel Cutait, Acting Secretary General of the World Obstacle Federation, looks into how federations and teams can improve fan engagement through memberships.

The world of sports management increasingly focuses on achieving two important goals: fan loyalty and retention. Although these concepts may appear similar, they possess distinct strategies that differentiate their implementation. This article aims to explore the strategies that drive fan loyalty and retention while providing some examples.

Comprehending and effectively implementing these strategies allows sports organizations to establish deep and lasting connections with their fans, resulting in a mutually beneficial relationship. Before delving into the strategies behind fan loyalty and retention, it is essential to establish a clear understanding of these concepts.

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Fan loyalty involves the creation of profound emotional connections and fostering unwavering commitment from supporters. It surpasses mere fandom, encompassing a deep sense of identification, passion, and dedication towards a specific team, club, or athlete.

On the other hand, fan retention focuses on sustaining long-term engagement and ongoing support from fans. It entails implementing strategies that encourage fans to remain actively involved and committed to the sports entity over time.

Both objectives hold utmost importance to sports organizations as they strive to cultivate strong and enduring relationships with their fan base. Nurturing fan loyalty and implementing successful retention strategies enables sports organizations to create a loyal and dedicated fan community, contributing to their overall success and sustainability.

Let’s explore specific strategies that can be employed to achieve these objectives.

To obtain fan loyalty, sports organizations utilize various strategies aimed at creating deep connections and emotional engagement with their fans.

1 – Creating Memorable Experiences

Cultivating fan loyalty necessitates the design of exceptional and unforgettable experiences during games or competitions. This involves incorporating interactive elements that allow fans to feel like protagonists and evoke emotional connections. Immersing fans in the event emotionally invests them in the team, club, or athlete. For instance, the creation of interactive fan zones fosters a lasting bond between fans and their favorite teams.

2 – Building Deep Relationships

Fan loyalty requires the establishment of profound relationships between fans and sports entities. In the digital era, social media platforms offer an excellent avenue for encouraging fan involvement.

Additionally, fan clubs and community initiatives facilitate direct engagement, enabling fans to feel intimately connected to their chosen teams, clubs, or athletes. This personal touch strengthens loyalty and transforms it into a genuine relationship.

3 – Offering Personalized Content

Tailoring content and communications to meet the specific preferences and interests of fans is a key strategy in developing fan loyalty. Understanding individual aspects of the fan base is crucial for achieving this personalization.

Effective utilization of fan data allows sports organizations to create content that deeply resonates with their followers. For example, providing personalized match highlights, exclusive interviews, and tailored merchandise offers ensures that fans feel seen, understood, and valued.

4 – Creating a Strong Identity

Fan loyalty flourishes when supporters strongly identify with their chosen team, club, or athlete. Establishing a brand that resonates with fans and embodies shared values and aspirations is paramount. This involves developing a visually distinctive identity while constructing a compelling, authentic, coherent, and consistent narrative.

European football giants like Bayern Munich and Juventus exemplify this approach, showcasing a powerful visual identity alongside a compelling story that represents their heritage, success, and ambition. This harmonious fusion deepens the emotional connection with fans and solidifies their loyalty.

Implementing these approaches allows teams, clubs, and athletes to foster a sense of belonging and commitment, ensuring that fans remain devoted and passionate supporters.

While fan loyalty focuses on developing emotional connections, fan retention involves distinct strategies to maintain long-term commitment and ongoing engagement.

1 – Strategies for Fan Retention

While fan loyalty centers around emotional connections, fan retention relies on specific strategies to sustain ongoing commitment. Continuous communication plays a pivotal role in retaining fans, as regular updates and exclusive messages keep them engaged and connected.

Utilizing newsletters, social media updates, and personalized content ensures that sports organizations continuously inform their fans, fostering a sense of belonging and exclusivity.

2 – Offering Exclusive Benefits and Rewards

To enhance fan retention, providing exclusive benefits and rewards is an effective approach. Loyalty programs, season tickets, and granting fans access to unique experiences, such as training sessions or meet-and-greets with athletes, generate ongoing commitment.

Teams and clubs can excel in this realm, offering VIP experiences, private events, and exclusive merchandise to their loyal supporters. These benefits and rewards strengthen the bond between fans and their chosen sports entities, incentivizing long-term commitment.

3 – Seeking Fan Feedback

Actively seeking fan feedback is an essential strategy for enhancing the fan experience and ensuring their ongoing satisfaction. By inviting fans to express their opinions, concerns, and interests, sports organizations demonstrate their genuine commitment to fan engagement.

One example would be implementing this strategy through surveys, fan forums, and interactive online platforms. Incorporating fan feedback into decision-making processes makes fans feel valued and integral to continuous improvement efforts.

4 – Engaging in Community-Interest Causes

Retaining fans goes beyond the realm of sports. Encouraging participation in social and community initiatives strengthens the bond between fans and their chosen sports entities. Charitable events, sustainability projects, and diversity initiatives showcase the team’s commitment to making a positive impact on society. 

Actively engaging in community-interest causes fans to join them in making a difference. This shared purpose fosters a sense of belonging and encourages lasting retention.

These strategies ensure that fans feel valued, appreciated, and included, thereby strengthening their attachment to the team, club, or athlete and encouraging them to remain loyal and committed over time. To forge deep and lasting connections with fans, sports organizations must intertwine loyalty and retention strategies.

Through the creation of exceptional experiences, cultivation of personal relationships, provision of personalized content, and establishment of a strong identity, fan loyalty can be nurtured.

Conversely, continuous communication, exclusive benefits, fan feedback, and engagement in community-interest causes play vital roles in fan retention.

Seamlessly implementing these strategies allows teams and clubs to maximize their relationships with fans and supporters, fostering enduring connections that transcend the boundaries of the sports arena.

Michel Cutait is a Senior Executive Sports Manager, lawyer and professor. He currently works as Acting Secretary General at World Obstacle, institutional name Fédération Internationale de Sports d’Obstacles, the international governing body for obstacle sports (Obstacle Course Racing, Ninja and Adventure Racing) and related events, where he runs the Secretariat working actively in the areas of governance, membership, partnership, development and compliance. He is also a former Strategy Advisor at the Brazilian Triathlon Confederation. Graduated in Law, has a Masters in Social Relations (Brazil), Marketing (Australia) and a Masters in Sports Administration and Technology at EPFL (AISTS) in Lausanne, Olympic Capital. He has written 5 books, the last one called Management Performance Rio 2016 Olympic Games.