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SONAR|HES-SO

SONAR|HES-SO regroupe les travaux de bachelor et master diffusables de plusieurs écoles de la HES-SO. Consultez cette page pour le détails.

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Bachelor Thesis.pdf
Bachelor thesis

The impact of digital transformation on the football fan experience : an analysis of how football clubs could improve their monetization through digital fan engagement

  • Genève : Haute école de gestion de Genève

95 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2021

English This research paper analyses the ways in which football clubs could enhance the fan experience while at the same time improving their own monetization. The first main objective of this study is to define the ways in which football clubs could provide more personalized digital contents to their fans. The second one consists in determining which emerging technologies enhancing the fan experience could be both believed as valuable by fans and approved by football professionals. One of the main discoveries of this study is that the majority of people would be willing to give their data directly to football clubs by receiving in return a more personalized experience. Therefore, a recommendation for football clubs is to ask directly to fans for their data as they have the chance to have customers which are willing to give it to them. However, it is key for clubs to mention that this data is going to be used for the purpose of providing them with a personalized experience. By combining the point of view of people and the one of football professionals, it came out that the 5G arrival is imminent, and that it will help implementing various in-stadium activities and services which would enhance the fan experience. However, the service which people appreciate the most concerns having real-time information on the shortest queues, which is something that professionals approved but found more complex to implement. Therefore, football clubs should take in consideration this people’s preference and work more on this service. The outside-the-stadium activity which people like the most is to select a specific player’s perspective. However, professionals believe that it is complex to place cameras on players. As a consequence, football clubs should look for the broadcasters’ consent and eventually collaborate with technological companies to obtain cameras which do not disturb players during the match. Another finding concerns the demand for football, which is decreasing among new generations. Therefore, football clubs should also focus on this target and propose a differentiated type of content, which young fans might find appealing. As of today, it is not enough for football clubs to have a large digital community: football clubs should create fan engagement in order to improve both the fan experience and their monetization.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.rero.ch/hesso/documents/319713
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