Sevilla FC took part this Thursday in the Financial Times' Business of Football conference, represented by the Club's head of marketing, Ramón Loarte. The conference spoke of the importance of business and economy within the world of football. The main talking points of the day were digitalisation and how to recover income lost from matchday with fans unable to attend games. Loarte was joined by his counterpart at Juventus, Giorgi Ricci, and Peter Hutton, head of sporting partnerships at Facebook. Alex Barker from the Financial Times lead the talk.
The majority of Europe's biggest clubs were already embracing digitalisation before the pandemic, with new digital strategies and social participations as the way in which fans consume sport changes. Loarte commented 'there's a new risk of maintaining this new generation of fans who cannot go to the stadiums to see the games. There will be more content than ever in the coming years from both players and fans.'
Sevilla FC's director of marketing went on to say 'it's a great opportunity but it's also a risk. In the past we had a privileged position because only the 90 minutes of the game mattered. Now there are various types of content that compete against each other; anyone can consume whatever content they want in any moment thanks to mobile phones. For Sevilla FC it has been important to collect data to turn this information into knowledge to take better decisions. We will speak with the players to better align the content the Club creates.'
'We have also created a Business Innovation Center to collect information regarding our fans in one single platform, whether they be season-ticket holders in Seville or someone living in Mexico City. This allows us to track our fans and activate this data base,' Loarte revealed.