Real Sociedad enhances fan experience for match days

La Liga Santander football club Real Sociedad have changed the game for technology use, finding ways to continually evolve in the area of fan experience.

Having recently renovated their home ground Anoeta Stadium, Real Sociedad have made sure that fans will get an even better experience alongside an increased seating capacity and improved facilities.

Coupled with their strong top-four status in the Spanish top flight, the club is looking to provide the ideal fan experience, driven by Juan Iraola, Director of Real Sociedad’s Digital Department.

“The project of transformation started in January of 2016 and has swept over the entire club by focusing on four areas: fan engagement; sporting excellence; the stadium and physical spaces; and business processes,” he said.

With the reopening of their stadium, Real Sociedad have utilised technology to ensure they’re consistently able to fill the stands.

The club can use analytics data to look at average attendances and monitor fan behaviours over time, with new offers and initiatives coming into place if needed.

“You need to attract people to the stadium and to do that the fan experience has to be unique, so we’re working on that as a club with many activities,” Iraola said.

“In our province, with 700,000 inhabitants, we’re attracting numbers that are very difficult to achieve, this is something everyone is happy with.”

Another key pillar for Real Sociedad’s technology use is the mobile app, with new developments to boost the fan experience further – wearable technology boosts fan interaction through the use of a smart scarf and smart shirt.

Fans can scan a QR code that directs them to speak offers, discounts and experiences, while the ‘One Club Man’ scarf connects with the club app, launched in 2018 and called Realzale.

The Realzale Programme has had almost 17,000 supporters signed up, including 13,210 season ticket holders.

The club app also features a digital members card, allowing fans to access the stadium through their phone and has the ability to share a season ticket if a fan cannot make a particular match.

“Before, if you couldn’t go and wanted to give your season ticket to a friend then you had to meet them to hand it over, but now we’ve eliminated that process and made virtual sharing of the season ticket easy,” Iraola said.

With all the technology advancements mentioned, they all lead back to the club’s official website.

Real Sociedad can identify areas to concentrate on based on the needs of their fans and what they’re interested in. By adapting to constant change, the club can thrive in analysis of their data.

“The first thing we had to do was adapt the website for the new generation of users,” Iraola said.

“Recent data shows that 70% of visits to the website in the past week have been through mobile.

“We have to look after everyone, but we’re in a period of analysing things. Digital needs to be approached as a marathon and we will go little by little.

“There’s a sense of doing things differently in order to move towards a future that nobody can truly anticipate. We question everything.”

Liam Watson is the Managing Editor at Soccerscene. He reports widely on football policy, industry matters and technology.

Optus Sport to stream Football Victoria’s Nike F.C. Cup Final

Nike F.C. Cup

Football Victoria have made the exciting announcement that Optus Sport will yet again stream the Nike F.C. Cup Final in 2022.

Optus Sport have been the home of the English Premier League in Australia since 2016, and are also home to LaLiga, the Women’s Super League, K-League, J-League and the EURO’s.

The Cup Final will be held on Sunday afternoon, when South Melbourne takes on Calder United at Valley Park Events Centre, Broadmeadows.

Football Victoria CEO Kimon Taliadoros applauded Optus Sport’s commitment and acknowledged their continued support of the local game in a statement released by Football Victoria.

“The appetite for women’s football is growing exponentially and we thank Optus Sport for their elevation of the Nike F.C. Cup again in 2022,” he said in a statement.

“We are thrilled that subscribers across the nation can experience the quality football that the two teams will deliver on Sunday.”

Match coverage starts at 3.30pm AEDT, with the final kicking off at 4pm this Sunday.

Coverage will also be provided for non-subscribers on NPL.TV and Football Victoria’s Facebook and YouTube.

Customers can watch Optus Sport on their favourite screens and devices via Fetch, Apple TV, Android TV compatible Smart TVs, LG Smart TVs, Apple Airplay, Chromecast, Amazon Fire TV, Xbox, compatible Samsung Smart TVs or desktop, or on-the-go via tablet, mobile, or laptop.

FC Bayern and Adobe partner to power the club’s digital transformation

Bayern and Adobe

FC Bayern, one of the world’s most historic and successful football clubs, have announced a multi-year partnership with Adobe to power the club’s digital transformation.

The agreement will bring new, personalised experiences to its millions of current and future global fans – both on and offline – while driving greater efficiency and more sustainable business practices through Adobe’s enterprise solutions.

With a rapidly growing global fanbase, FC Bayern is passionate about connecting fans to their favourite club in new ways. Adobe’s technology will provide FC Bayern the ability to better understand its fans to create more engaging and individualised sports experiences.

Adobe Experience Cloud, including Adobe’s customer data platform, will help FC Bayern create fan profiles to better understand how supporters engage with the brand and ensure they enjoy a more personal relationship with their favourite teams. This means the overall matchday experience will be enhanced for fans, giving supporters real-time notifications at their fingertips including merchandising discounts, video content and last-minute ticket availability.

With more digital experiences across platforms, channels and devices, FC Bayern fans will never miss a moment whether they are at the Arena, on the go or in the comfort of their home. For example, when a goal is scored fans will receive content on their preferred channel to celebrate the moment in real time, as well as post-match video commentary and highlights.

FC Bayern will also use Adobe Document Cloud, including Adobe Acrobat Sign, to digitise collaboration with fans, employees and partners. With Document Cloud, activities like signing up for memberships or executing player agreements will be quick and secure, while reducing environmental impact.

“Today’s FC Bayern fan is digitally savvy and craves new ways to get closer to our club and players, which is why we aim to create sustainable and lasting interactions that bring matchday excitement to our millions of passionate fans across the world,” FC Bayern CEO Oliver Kahn in a statement.

“We’re investing in a long-term digital strategy with Adobe’s breadth of enterprise applications at the core of our technology, to deepen how our fans engage with the club and to inspire the next generation of fans for years to come.

“FC Bayern has millions of fans around the world, and they are at the forefront of revolutionising fan experiences,” said Anil Chakravarthy, president of Digital Experience Business at Adobe. “With this partnership, FC Bayern will create more personalised experiences to enable fans to celebrate the passion and heart of the club wherever they may be.”

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