In Italy, as well as around the world, more and more people practice and follow sports from home on television, on social networks or in the arena where the sporting event takes place. A ESPN study in 2014 revealed that as many as 93% of people are interested in watching sports. As a result, the basin of fans around sports clubs has become larger and larger. Moreover, if in the 80s ticketing represented 90% of turnover, today it accounts for less than 20% and the remaining 80% is divided between sponsors, merchandising, TV rights and brand value. This diversification of revenues became necessary due to the increase in costs that must be faced for managing a sports club. Fans, therefore, become the key for the gain of a club. A team without fans is, in fact, synonymous with a company without visibility and therefore without revenue. Creating a valuable experience for the fan is therefore essential for sports clubs, which must try to maintain a high and constant level of engagement, not only during the sporting event, but in every moment. In today’s world, where 2.6 billion people own a smartphone and 2.3 billion use social media, digital innovation plays a fundamental role also in this area. In fact, the new available technologies allow the clubs to collect, integrate and analyze fans’ data, coming from different touchpoints, and to launch more and more personalized communication campaigns based on them. In view of this emerging importance of the fan, the aim of our research is to investigate the concept of Fan Experience, the management of the relationship with fans by sports organizations, and the contribution that digital innovation can offer in this scope. In this regard, after a careful research of existing models of Fan Experience and available technologies, we have created a Fan Experience Maturity Model, which outlines the steps, the skills and the technologies needed to move from a traditional Fan management to a " smart " one, which allow to value the asset “fans".
In Italia, così come in tutto il mondo, sempre più persone praticano e seguono sport da casa, alla televisione, sui social network o nell’arena dove si svolge l’evento sportivo. Uno studio del 2014 di ESPN ha rivelato che ben il 93% delle persone è interessato a seguire sport. Di conseguenza, il bacino di tifosi attorno alle società sportive è diventato sempre più ampio. Inoltre, se negli anni ’80 la biglietteria rappresentava il 90% del fatturato, oggi incide meno del 20% e il restante 80% è suddiviso tra sponsor, merchandising, diritti TV e valore del brand. Questa diversificazione dei ricavi si è resa necessaria in seguito all’incremento dei costi che è necessario affrontare per gestire una società sportiva. Il tifoso, quindi, diventa la chiave per il guadagno di un club. Una squadra senza fan è, infatti, sinonimo di una società senza visibilità e quindi senza introiti. Creare un’esperienza di valore per il tifoso risulta quindi fondamentale per i club sportivi, che devono cercare di mantenere un livello di engagement elevato e costante, non solo durante l’evento sportivo, ma in ogni momento. Nel mondo odierno, in cui 2.6 miliardi di persone possiedono uno smartphone e 2.3 miliardi usano i social media, l’innovazione digitale gioca un ruolo fondamentale anche in questo ambito. Infatti, le nuove tecnologie a disposizione permettono ai club di raccogliere, integrare e analizzare i dati dei fan, provenienti da diversi punti di contatto, e di lanciare campagne di comunicazione sempre più personalizzate sulla base di essi. Alla luce dell’emergente importanza ricoperta dal tifoso, la nostra ricerca si prefigge l’obiettivo di indagare il concetto di Fan Experience, ovvero la gestione della relazione con i tifosi da parte delle organizzazioni sportive, e il contributo che l’innovazione digitale può offrire in questo ambito. A questo proposito, dopo un’accurata ricerca dei modelli esistenti di Fan Experience e delle tecnologie disponibili, abbiamo creato un Fan Experience Maturity Model, che delinea gli step, le competenze e le tecnologie necessarie per passare da una gestione del fan tradizionale ad una “smart”, che permette di valorizzare l’asset “tifoso”.
Fans : an asset to be valued. Proposal of a maturity model for sports organizations
LORENZET, LUCA;MOTTA, ANDREA
2016/2017
Abstract
In Italy, as well as around the world, more and more people practice and follow sports from home on television, on social networks or in the arena where the sporting event takes place. A ESPN study in 2014 revealed that as many as 93% of people are interested in watching sports. As a result, the basin of fans around sports clubs has become larger and larger. Moreover, if in the 80s ticketing represented 90% of turnover, today it accounts for less than 20% and the remaining 80% is divided between sponsors, merchandising, TV rights and brand value. This diversification of revenues became necessary due to the increase in costs that must be faced for managing a sports club. Fans, therefore, become the key for the gain of a club. A team without fans is, in fact, synonymous with a company without visibility and therefore without revenue. Creating a valuable experience for the fan is therefore essential for sports clubs, which must try to maintain a high and constant level of engagement, not only during the sporting event, but in every moment. In today’s world, where 2.6 billion people own a smartphone and 2.3 billion use social media, digital innovation plays a fundamental role also in this area. In fact, the new available technologies allow the clubs to collect, integrate and analyze fans’ data, coming from different touchpoints, and to launch more and more personalized communication campaigns based on them. In view of this emerging importance of the fan, the aim of our research is to investigate the concept of Fan Experience, the management of the relationship with fans by sports organizations, and the contribution that digital innovation can offer in this scope. In this regard, after a careful research of existing models of Fan Experience and available technologies, we have created a Fan Experience Maturity Model, which outlines the steps, the skills and the technologies needed to move from a traditional Fan management to a " smart " one, which allow to value the asset “fans".| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/136980