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September 4, 2015

5 major football clubs scoring big with digital engagement

Aston Villa, Tottenham and Celtic are all making big moves to better engage with fans.

By CBR Staff Writer

Major football clubs have been making big strides in how they engage with fans. Both Manchester United and Chelsea have recently signed digital partnerships with the likes of HCL Technologies and Wipro as they look to enhance fan experiences.

These two clubs aren’t alone in targeting better engagement with their fans. CBR lists some of the other major UK clubs that want to bring fans closer to the game.

1. Watford

Goodform was appointed by the club in 2013 on a retained basis to manage and optimise its data as part of its CRM strategy. The end goal of this is to facilitate higher levels of engagement with fans.

The firm hosts, optimises, cleanses and segments the data so that the club can access it from a database in order to communicate with its fans.

The club’s use of its data to better engage with fans is to all those that have plenty of data but are yet to use it for the benefit of both club and supporter.

2. Celtic

Installed in 2013 in partnership with Cisco Systems, Stadia Solutions’s wi-fi installation provides high-density coverage across the football stadium, corporate facilities, concourses and bowl seats.

The company also developed a mobile application called CelticLIVE, which provides live content including player interviews, match stats, man-of-the-match voting and in-play betting. The app has been downloaded over 68,000 times, with 17,035 sessions per match-day on average.

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3. Tottenham

The London team launched the Spurs Go mobile app in June of this year, aiming to provide supporters with a more immersive fan experience. This includes an on-demand video service providing interviews and features from Spurs TV and match catch-ups.

Match Centre allows fans to follow games and keep up with news, while for those in the stadium; iBeacon technology will provide content and offers straight to the device.

This follows the launch of the MySpurs digital membership, allowing fans worldwide to sign up online.

4. Aston Villa

The club has a digital partnership with Rippleffect, a Liverpool based agency that will create a new official club website. The platform re-design will aim to provide an improved match day experience for fans with stats, features, news and videos.

The company has also redeveloped the club’s dedicated video channel along with video partner StreamUK.

5. West Brom

EA Sports is the clubs official fan engagement partner for the 2015/16 season. A Fan Zone will be created during selected matches during the season.

The club is also partnered with Sportego which has developed an app specifically for West Brom supporters which features a fantasy football game based on the club’s league fixtures.

Launched on iOS & Android, fans will be able to compete against each other for the opportunity to win match tickets.


Co-authored by Alex Sword & James Nunns

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