Impact of new technologies on the marketing of french football clubs relating to fan engagement | |
| Author | Bar, Cyril |
| Call Number | AIT RSPR no.SM-20-24 |
| Subject(s) | Sports--Marketing Sports--Technological innovations |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Marketing Strategy has become critical for football club to generate revenues. This major part of the football organization has significant impact on fan engagement. It impacts all revenue stream of football clubs: Ticketing, TV rights, merchandising and sponsorships. In this paper, a new vision on the impact of new technologies has been discussed with a clear understanding of its direct impact on football club organization. As football industry is particular, a clear vision from football club and expert has developed the key challenges of football in new technologies integration. This study presents the key elements facing by French football club to integrate new technologies. As economy is evolving with new technologies, these ones are improving the current marketing practices. In the study four technologies where highlighted from the interviews: The E-sport, the Virtual Reality technology, the digital project in CRM and the Social media. These new technologies impacted the fan engagement in term of behavior, geography and demography. Six impacts were found with the interviews: (i) The emergence of e-sport to create a new revenue stream and impact young generation of fans, (ii) The improvement of international fan management with web-technologies and social media that lead to an increase of revenue from fans abroad. (iii) The online engagement with social media creating a new way to engage fans and offer them targeted merchandising. (iv) The improvement of CRM with digital projects that improve the knowledge on the fans with more data and AI to target and provide a better offer. (v) the emergence of Virtual reality to immerse fans into a new customer experience and generate a new type revenue. (vi) And finally, this study demonstrates the inequalities between French football clubs in term of new technologies investment. Historically social aspect of sport conducted some football club to be reluctant investing in new technologies and to focus more on the team performance rather than the football club management. |
| Year | 2020 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Levermore, Roger |
| Examination Committee(s) | Vimolwan Yukongdi;Islam, Nazrul |
| Scholarship Donor(s) | EDHEC Business School, France |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2020 |