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La Liga outfit Real Betis targets Asia for international growth

Football clubs around the world continue to place an importance on their image in the ever-growing Asian market.

La Liga club Real Betis has substantially grown their appeal and international fanbase in recent times, with plans to continue pursuing commercial opportunities outside of Spain.

Asia is integral to these plans, with Betis beginning to take advantage of their participation in one of the world’s most watched and well-supported leagues.

Before the start of last season the club signed a partnership agreement with RB88, a leading online betting company in the region, for the next three seasons.

The Seville based club does have a significant, well established international department and continues to reach new audiences in football-mad Asia.

One of their latest moves, just months ago, was to expand their digital offering in China by opening a new profile on the Weibo social network.

It is a play to expand the club’s fanbase in China, curating content that is suitable and engaging to Chinese football fans.

“From Real Betis we always work to tailor our entry strategies for each country according to the interests of local people,” Ramón Alarcón, general business director of the club, told the La Liga website.

The club has a key focus on China, considering the development and extensive work they have already conducted in the country.

“In China we have focused on cooperating in local education and progress of football players,” Alarcón noted. “We have held talks on our methodology and made agreements that are very beneficial for both parties.”

These agreements include partnering with La Liga and the Chinese Football Association (CFA) on various occasions over the past few years.

Last year, the club opened a new training school in the Chinese province of Zheijang as a part of the ‘EscuelaBetis’ programme which aims to educate through football as well as expanding the Betis brand.

Commenting at the time of the announcement of the project, Toni Ortega, director of the club’s international development, told the La Liga website: “The EscuelaBetis programme will bring together all the sports projects of the club under a single brand that transmits our values.

“We are always looking to create education, training and development of young players around the world and we hope that this brand will allow us to export the work done at home to all parts of the world.

“We have been working for more than a year to identify the best opportunities in China. Within this project, we saw a need to run both boy’s and girl’s training as one of the keys to growth.”

China, however, is not the only country in Asia that Betis has pinpointed for future growth opportunities.

In Japan, Real Betis joined La Liga’s #TodayWePlay initiative last season, which brings Japanese fans closer to the club through engaging online education classes.

Created in collaboration with the Cervantes Institute in Tokyo, different topics are discussed and presented by Betis to Japanese audiences, including the club’s history, organisation, fanbase and ties to Japan.

Other clubs such as RCD Mallorca, SD Eibar, Deprtivo Alaves, Villarreal CF, Elche CF, SD Huesca, Cádiz CF and Real Zaragoza are involved in the program.

The club’s seminar was presented by Alarcón last month, also detailing information on Spanish culture, architecture and gastronomy from cities represented in the La Liga competition.

Alongside this, late last year the club initiated a Behind the Scenes trip, through the EscuelaBetis program, for a group of Japanese students.

The students stayed in Seville for a week, visiting the club’s facilities in the process and learning about how the club’s institutions are run, the working methodology and also gaining insight from world class professionals about their varying experiences.

Betis sees the potential there and is making a conscious effort to understand the local Japanese platforms and audiences.

The club has an official profile on Twitter in Japanese which currently has just over 8,000 followers, a number which will certainly grow in the years to come.

In regards to our local teams, what can A-League clubs do to better build their brand in Asia? Get in touch with us via email or our social channels.

Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Deltatre: The all-rounder for leading innovations

Boasting a wide range of technologies, Deltatre has proven itself to be a reliable technology provider to football federations, leagues and clubs around the world.

Boasting a wide range of technologies, Deltatre has proven itself to be a reliable technology provider to football federations, leagues and clubs around the world.

Deltatre is changing the way fans consume and engage with their favourite sports, with specialist innovations ranging across over-the-top (OTT) streaming, websites and apps, graphics, data, officiating systems, user experience, and product design.

Speaking to Soccerscene, Craig Harvey, Deltatre’s Vice President of Asia-Pacific explains: “We guide sports organisations through change. Using data and insights, combined with over 30 years of experience in sport, we analyse, design and deliver the next level of growth through technology and services.”

With an extensive client list in football – featuring FIFA, AFC, J League and all MLS clubs, to name a few – Deltatre brings an unrivalled experience to any football organisation that is seeking to build its brand by engaging, understanding, growing and monetising its fans.

Deltatre growth in Asia-Pacific

Deltatre has experienced significant growth in recent years, and has expanded its presence around the world, with over 1000 staff across 11 countries. In 2015, Deltatre made a strategic decision to build a presence in Asia-Pacific and localise its service to adapt to the needs of the clients in the region.

Now with nearly 100 staff distributed across Australia, Japan, Hong Kong, Singapore and India, Deltatre is better placed than ever to deliver; and clients such as Asian Football Confederation (AFC), J League and India Super League (ISL) are already benefitting from this strategic initiative.

Indeed, the ISL appointment of Deltatre reflected the mission to redevelop its on-screen storytelling of the fastest growing sports property in India. Deltatre developed, designed, and deployed a best-in-class graphics solution for the full season, and implemented sophisticated remote production that ensured adaptability. Such implementation came to the fore this year, considering the significant restrictions imposed by COVID-19 in India, with operations limited to strict bio-secure bubbles in Goa and Mumbai, as outlined in this case study.

Harvey touches on the success on this project: “Delivering live sport can be challenging at the best of times. In today’s world, it takes a new level of commitment, adaptability and innovation to ensure a safe and successful delivery. Delivering this seasons ISL was arguably one of our hardest deliveries, ever, but the toughest times often lead to our greatest moments.”

Leading Innovation

Beyond the world of broadcast, Deltatre is renowned for its work across data, owned & operated digital platforms and OTT streaming services; be it collecting the official data for the Bundesliga, or powering MLSSoccer.com and NFL Game Pass, as a few examples from a distinguished list of projects around the world. In addition, Deltatre provides the technology backbone to managing competitions and events for several organisations, streamlining both internal and external processes and tasks.

Harvey adds, “At our core, we are a team of technology experts with a passion to bring sport to life. Over the past 30 years we have built and refined our products and services to connect the media value chain to maximise performance and operational effectiveness for all stakeholders.”

An area where Deltatre has seen great traction in the past few years is the centralisation of digital platforms for leagues to better support the future of their clubs and members. The multi-tenant approach – using FORGE Multiply – brings unity to every member, large or small, and offers an ecosystem designed to support them engage, understand and connect with their community and fans, and ultimately grow their sport.

“A powerful example of work is highlighted in our recent announcement on becoming the web technology partner for Major League Soccer (MLS), supporting the league and its clubs transform the fan experience.” Harvey said.

Beyond Football

Deltatre’s capabilities and experience extend far beyond football, and sport. In 2018, Deltatre acquired Massive Interactive – which was founded in Australia in 1996 and now uses its office in Redfern as its Australian HQ – bolstering Deltatre’s OTT capabilities with products capable of delivering entertainment platforms for media organisations around the world.

Harvey added: “We predicted that media organisations would consolidate OTT viewing experiences across sport and entertainment, and so the acquisition of Massive Interactive has uniquely positioned Deltatre as leaders in both live and VOD content management, paired with world-class products that deliver engaging experiences at scale.”

Soccerscene takes a closer look at the variety of products and services Deltatre brings to market – all of which could well be applicable to organisations throughout Australia that are looking to augment their capabilities.

DIVA – Bring fans closer to the action.

An advanced OTT player, DIVA offers fans more than simply watching the game. If you’re watching from home, you want to experience every moment in fine detail. You get all the data you could ever want, with the ability to view from multiple angles – available on mobile, web, and Android TV.

AXIS – Drive user engagement.

User experience (UX) is at the heart of AXIS, giving editorial teams the chance to tailor their content to suit each sports fan. AXIS uses an easy-to-use drag-and-drop interface that can control all aspects of an organisation’s OTT service to deliver increased engagement, such as design, navigation, promotions, page layout, and content.

Mtribes – Give your users a more personalized experience.

This software as a service (SaaS) platform has been created for real-time insights on user experience. To be successful in digital, data is the key indicator. To understand users, there needs to be the right tools in place to see how the audience is interacting with a service. Mtribes plugs into an existing sports technology stack to be assessed by operators. With the power of data, they can make changes to a service’s features, design, and content depending on a user’s behaviour traits.

FORGE – Engage your fans through storytelling.

A sports-oriented audience is hungry for content and wants that content all in one place. FORGE is the world’s first sport-focused publishing platform that meets the needs of all audiences on a global scale. It offers flexibility for sports operators to tell their unforgettable stories through this modern-day solution. FORGE has been built from the ground up to create a content platform that’s simple to use and lets editorial teams produce content as they like. It also lets teams get a better idea on how much time they engage with their fans and to decide on the appropriate channels.

To see all that Deltatre has to offer, you can find it here.

Dig Inclusion makes digital access available for everyone 

For stadiums around the world, infrastructure has been created to cater for people with disabilities, however access to club websites and apps cannot be overlooked. 

In the past, stadiums had been designed so people with disability can still access the venues. As we know with COVID outbreaks, attention has now shifted towards how we get these people into the grounds by using apps and in particular to scan a QR code for contact tracing. 

As we have seen in 2021, the QR system has become a mandatory tool, while at the same time we have seen the need to go with virtual tickets, rather than the printed out copies we had always been accustomed to. 

For clubs and stadiums, they want to ensure that fan experience is at the optimal level, so that means they have to assess the accessibility for disabled people and ways for them to have entry to venues without an enormous amount of hassle. 

This is where Dig Inclusion can help. They are a digital accessibility service who ensures that football club websites and apps are equally available for everyone. 

For clubs, they should be asking themselves whether disabled fans have the same opportunity to buy tickets online as everybody else, while the other consideration should be if news feeds, match statistics, websites and apps are as user friendly as they need to be. 

For digital accessibility, Dig Inclusion takes into account people who are colour blind, dyslexic or have cognitive impairments (including people living with dementia). Through a club’s website or app design process – from the use of font, to language, to colour contrast – are all highly important so nobody feels overwhelmed when accessing a club’s resource. 

For example, if a disabled fan wants to buy some club merchandise, then they will have the same opportunity to browse and make that purchase just like any other person would, with tailored options available to assist anyone who needs it. 

When teams partner with Dig Inclusion, they are there for every step of the way, from accessible testing, research and strategy, to accessible development and content creation, and finally a check on websites, mobile apps, PDF documents and ebooks among some of the benefits. 

All of Dig Inclusion’s services are designed to help clubs keep pace in a rapidly changing digital age: 

Accessible design review: To highlight visual aspects of a design that need to be checked for accessibility, such as colour contrast and positioning. This looks at common accessibility pitfalls and turns this into what would be the ultimate experience for all customers. 

Accessibility help desk: Advice and support from someone who understands the company and what they do, offering fast response times and specialist knowledge for any stucks in the digital accessibility process. 

Mobile accessibility: Helping to get the most out of tablet and smartphone users, with those devices more often used than desktop or laptop. This is very important for disabled or elderly fans who would like to use mobile technology. 

Web accessibility: Advising organisations about the Web Content Accessibility Guidelines (WCAG) in an easy-to-understand manner, as design agencies and web developers may find it difficult to grasp or keep pace with updates as they become available. 

Disabled user testing: It’s not only digital content meeting accessibility guidelines that is important, but also making sure that the experience of a disabled person using a product is a good one. 

PDF accessibility: Accessibility guidelines are not just designed for webpages, but anything that a customer downloads is also included. Dig Inclusion can produce PDF documents that go alongside WCAG with equal access as a typical website. 

Video accessibility: When businesses make advertising material, they can be supported with transcripts, captions, subtitles, or audio descriptions that they probably would have not used before on their own. 

Ebook accessibility: Tablets have been a valuable way for people to virtually read books and other publications. An accessible ebook gives all readers instant access to fit their needs, regardless of print disability. 

Dig Inclusion provides ways for clubs to navigate the challenges associated with building an app or website for equal opportunities. To learn more on Dig Inclusion, you can find it here. 

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