La Liga outfit Real Betis targets Asia for international growth

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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.

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The Digital Playbook for Football Finance: Miagen’s Approach

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Image credit: PeopleImages / Shutterstock.com
Bringing Technology into Football Finance

Miagen, an Irish financial technology and analytics company, helps organisations plan and manage complex operations with data-driven solutions. Its SportsGen platform brings that same expertise into football, giving clubs the tools to manage their finances, optimise revenues, and stay compliant with regulations in an increasingly challenging environment.

Football clubs today are more than just sporting teams, they are multi-million-dollar businesses. To succeed on and off the pitch, they need accurate forecasting and clear insight into risk. SportsGen addresses this need by bringing together data from across a club’s operations into a single, easy-to-use system. It integrates ticketing, broadcasting, merchandise, sponsorships, and player contracts, giving club leaders a real-time view of their financial position.

By replacing spreadsheets and fragmented reports, SportsGen allows executives to see current and projected performance at a glance. Decisions about transfers, budgets, or commercial deals are based on data rather than guesswork. At the same time, finance teams spend less time on manual reporting and more time focusing on strategy and long-term planning.

Smarter Decisions and Revenue Growth 

SportsGen also allows clubs to model different scenarios. Managers can simulate the financial impact of wage changes, major transfers, or different league outcomes. Each scenario shows how income and spending would change, helping clubs understand the consequences of their choices before committing. This predictive capability is vital for clubs operating under financial fair play and other sustainability rules.

The platform doesn’t just control costs, it helps clubs grow revenue. SportsGen analyses matchday attendance, ticket pricing, merchandise sales, and sponsorship performance to spot opportunities and underperforming areas. Clubs can adjust pricing, design promotions, and maximise income, all while keeping their financial model stable and transparent.

With SportsGen, clubs can also plan several seasons ahead. Executives can forecast future wage growth, transfer spending, and commercial income to ensure alignment with long-term goals. Linking financial outcomes to sporting objectives allows clubs to grow in a disciplined, sustainable way, reducing the risk of overspending or breaking league regulations.

Financial Discipline Made Simple

SportsGen is essential for compliance and risk management. Football governing bodies have tightened rules on profitability and spending, and clubs need clear insight to stay within those limits. The platform continuously tracks key ratios, such as wage-to-revenue and debt-to-income, and sends alerts when a club approaches risk thresholds. This helps managers take action before problems arise, supporting long-term stability and stronger governance.

The system is highly adaptable, working for clubs of all sizes. Larger clubs benefit from its ability to scale across complex, global operations, while smaller clubs gain accurate, reliable financial control. Miagen’s experience in industries like aviation and logistics ensures that the platform can manage complexity while maintaining speed, accuracy, and accountability.

The rise of platforms like SportsGen marks a new era in football management. Finance, analytics, and technology have become central to how clubs operate. With accurate data and real-time forecasting, decisions can align sporting ambitions with financial realities. Miagen helps clubs stay competitive both on the field and in their financial management.

Conclusion

SportsGen represents a major step forward in football finance. It gives clubs the tools to manage revenue, control costs, comply with regulations, and plan confidently for the future. By combining technology, analytics, and financial expertise, Miagen helps clubs replace guesswork with informed decisions, supporting sustainable growth and long-term stability in a complex, high-stakes industry.

Liverpool’s Bold New Move: The Game-Changing Partnership Set to Revolutionise the Club’s Future

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Liverpool Football Club has kicked off a major new era by signing a multi-year global partnership with Trimble, a leading technology company set to revolutionise the club’s infrastructure and day-to-day operations.

The partnership will debut with a massive redevelopment of the Liverpool FC Academy — a project that promises to transform the way future Reds stars train and develop. The upgrade will feature a new full-size indoor pitch, an outdoor pitch with stands, and state-of-the-art medical and sports science facilities designed to nurture the club’s next generation of talent.

Using Trimble SketchUp®, the redevelopment will create a world-class environment for young players to learn, train and thrive. This collaboration ties directly into Liverpool’s broader vision to drive innovation, boost performance, and ensure its facilities continue to meet the demands of the modern game.

Beyond the infrastructure improvements, Trimble’s brand will also feature across Anfield and LFC’s digital platforms — reaching one of the largest audiences in global sport. With more than 215 million social followers, 12 million YouTube subscribers, and a staggering 583 million cumulative TV viewers across all competitions during the 2024/25 season, Trimble is set to gain enormous worldwide visibility.

Ben Latty, Chief Commercial Officer at Liverpool, said:
“Trimble’s technology and expertise will play an important role in how we continue to evolve our facilities to meet the needs of the modern game – starting with the redevelopment of our Academy.

“Innovation has always been central to the club’s approach, and this partnership brings a fresh perspective to how we design and deliver spaces that support our players, staff and fans. We’re delighted to welcome Trimble to the LFC partnership family.”

Rob Painter, President and CEO of Trimble, added:
“Our collaboration with Liverpool Football Club is a pivotal step in expanding our global reach.

“LFC, much like Trimble and its dedicated customers, embodies excellence and a relentless passion for continuous improvement. We’re confident that this unparalleled exposure will propel the brand further with extended global resonance.”

Liverpool’s latest move isn’t just another sponsorship deal — it’s a statement of intent. By joining forces with Trimble, the club is doubling down on innovation, investing in the future, and ensuring its young stars have the best possible platform to shine for years to come.

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