Digital dawn in sport
We have met with several leaders and managers from the sports world in a new breakfast-colloquium focused on the relevance of digitalisation in the sports sector. With the prominent presence of numerous entities such as Ferrari, Valencia CF, Valencia Basket Club, Maratón Valencia Trinidad Alfonso, Villarreal CF, Radio Marca, UCV, Real Club Náutico de Valencia, À Punt Mèdia, Levante UD and Superdeporte, the impact of digital transformation was debated.
From the pitch to the screen
The incorporation of innovative technologies has completely changed the way in which clubs, sports entities and companies operate and relate to their followers and fans. For this, it is undoubtedly necessary to optimise processes through both technological solutions and efficient data management.
Merche Añón, business director of Valencia Basket, underlined the importance of managing data correctly for the personalization of content:
It is true that we know our fan, we know our subscriber today. But it is true that we have to deepen this knowledge of our customer because, often, our segmentation, the campaigns we carry out, are aimed at everyone. In this way, we can target in a more localised way and correspond to the needs.
Merche Añón, business manager of Valencia Basket.
Digitalization as a global driver
This connection with fans allows for a more direct and personalised interaction between clubs and their fans, which opens the door to monetisation and new revenue streams. In addition, digitalization also plays a crucial role in international marketing. Sponsorship deals and merchandising sales are enhanced by the internationalisation of the club, which strengthens its brand value.
David Blay, editor of Radio Marca, reinforces the idea of having specialized profiles in data analysis:
The world of sport, which seems so hyper-professionalized, still has a tendency not to count on some profiles that are emerging and that they do not yet know how to integrate. In this case, the data analyst. I think the headline would be that everybody works with data; but practically nobody is able to know how to monetise it. And this has been the concern of 95% of the people who have been here.
David Blay, editor of Radio Marca.
The ability to collect and analyze data in real time helps sports teams adapt quickly to changes in the game or fan preferences. This is essential in an environment where evolution is key.
Be part of the digital revolution
It is time to understand that digitalization has burst into sport as a fundamental change in the way sport is lived and managed. Those who lead this change will be at the forefront of an era marked by efficiency and constant innovation.
