SD Huesca: A digital transformation strategy which is reaping rewards

SD Huesca, a club who currently plays in the top division of Spain, have been working on a global digital transformation strategy for the past few years in an effort to increase the club’s sustainability.

The club have begun various modernisation processes which allows them to grow globally and streamline their operations.

SD Huesca manager Luis Sanclemente explained that technological advancement is one of the club’s main priorities.

“We’ve had a digital transformation strategy that started in 2017 and it has various objectives,” he told the La Liga Newsletter.

“As well as digitally transforming the business internally and making things easier for fans and commercial partners, we’re targeting a zero-paper policy and, as far as it’s possible, the automation of internal processes.”

To support its transformation process, the club works with various apps, from those developed by in-house platforms to those developed by third parties.

Internally, the club has established a digital file tracker that monitors documents that pass through the club via a dashboard, while keeping track of all projects in progress using an open-source software.

That software has also been used to setup the structure of its online store, digital archive and fan club app.

“We then use third-party apps for some core elements to do with our internal processes,” Sanclemente added.

“We use SAGE that helps us in everything to do with accounting and invoicing, for example. We also use the classic social media apps as well as the Docuten supplier portal and e-signature platform.”

The club looks to receive all invoices electronically with this supplier portal, either through a PDF format that can be processed through an OCR system, or via other formats such as ‘Facturae’. This allows the club to sign all types of documents digitally.

“We’re starting to incorporate the signatures of players and employees and we’re talking about having everything on the e-signature platform in the next four months,” Sanclemente stated.

The club’s overall goal is to reduce the use of paper and processes that will improve their environmental footprint. The digitalisation of administrative processes is key to reaching this objective.

“Six months ago, almost all invoices were paper,” Sanclemente revealed.

“However, we have already reached a point where 95% of invoices are sent to us electronically, which saves money in postage and storage. We have 250 signed documents that were previously paper, some of them long labour contracts that can be 50 pages long.”

While SD Huesca’s digital transformation process has already brought benefits in various areas like HR, administration and purchasing, it has also increased its commercial growth.

Josan Oliva, manager of the club’s digital department, explained: “We’re working more and more with suppliers and partners who offer technological solutions. We’ve found a commercialisation channel for assets that we wouldn’t have been able to access if we didn’t have the technological portfolio that we now have.”

As part of its collaboration with La Liga, the club continues to work on ways to use technology to directly impact the fan experience.

“We were one of the first clubs to enter the data-driven programme from LaLiga, which has an objective is to integrate all the processes related to fans, season tickets, matchday tickets and marketing into digital platforms,” Oliva said.

SD Huesca is anticipating a more fluid experience when fans eventually return to their home stadium.

“Last year, we requested an upgrade for the turnstiles so that fans could enter with NFC technology, as well as their mobile phone or their season ticket card,” Oliva said. “We want entry into the stadium to be even simpler.”

“(On the day) Tickets are bought through the online ticket section of the website and the process is automatic, as we no longer gave paper tickets. Instead, we send the buyer a PDF with a QR code that can be used to enter the stadium.”

Other digital initiatives have been vital in connecting with fans of the club, wherever they may be in the world.

“In the spring we were the first club to join with LaLiga and use the Salesforce marketing cloud for newsletters,” Oliva said.

“An important part of our relationship with the fans is the new SD Huesca Fan Club, where there will be a high degree of implementation of digital activities and content.”

Sanclemente, in conclusion, believes the digital strategy organised is necessary to survive in the modern football market.

“It is very important to keep bringing technology into football,” he stated.

“We see that some public administrations in Spain have a high level of digitization in many of their processes and we believe this gives a good reference to football clubs when it comes to modernising their administration.”

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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.

Premier League Productions combine with Genius Sports to bring Premier League Data Zone

Premier League Data Zone

Genius Sports Limited, Football DataCo’s Official Tracking Provider, has announced a new relationship with Premier League Productions (PLP) to improve live broadcasts for fans in over 185 countries across the world through rich tracking data insights and data-driven augmentations.

PLP creates and distributes all of the Premier League’s overseas content, including the telecast of all 380 league matches each season. PLP broadcasts now include a live ‘Premier League Data Zone’ viewing option, bringing fans closer to the action with rich data and tracking metrics in a highlighted match every match round as part of a cooperation between PLP, the Premier League, Football DataCo, and Genius Sports.

Everything from player names to passing accuracy, shooting velocity, sprints, total distance travelled, touches in the final third, and field maps is integrated into live broadcasts via a distinctive L-bar, answering the ever-increasing demand for data-driven insights among Premier League fans worldwide.

To enhance the fan entertainment experience, Data Zone will also include official Fantasy Premier League updates and standings.

Genius Sports CEO Mark Locke spoke on the deal and what it meant for both parties.

“Through Premier League Productions and their international broadcast partners, Genius Sports is revolutionising the viewing experience for millions of Premier League fans around the world,” he stated via press release.

“Powered by our Second Spectrum AI technology, we deliver an enriched visual experience with advanced analytics and key performance metrics in the live broadcast.”

Genius Sports is also FDC’s authorised supplier of official live data to the worldwide sports betting business, offering the most up-to-date and accurate feed on all Premier League, English Football League, and Scottish Professional Football League games.

Genius Sports’ Second Spectrum technology provides enhanced, data-driven Premier League, NFL, and NBA broadcasts on CBS, ESPN, NBA League Pass, and TSN.

U.S. Soccer and Ticketmaster to streamline the match day experience

U.S. Soccer and Ticketmaster

U.S. Soccer have recently announced a strategic partnership with Ticketmaster to become the Federation’s official ticketing partner for the next several years.

The partnership is set to use Ticketmaster’s industry-leading technology to support all ticketing initiatives and solutions with a goal to enhance the match day experience for fans at the stadium.

Ticketmaster is one of the world’s largest ticket sales and distribution companies. They have serviced millions of events across many different countries they operate in, providing a quick and reliable online service for fans that is focused mainly on convenience.

There is an unprecedented line-up of soccer events coming to the United States over the next few years and the Federation is being proactive in its approach to ensure a reliable ticketing service.

The features being brought in will be a fresh change for fans who have previously struggled acquiring tickets to matches because of the multitude of unreliable services that were selling them outside of the U.S. Soccer website.

Ticketmaster plan to incorporate features such as mobile app integrations, use of a 3D Interactive Seat Map to enhance seat selection, and the ability to save tickets to mobile devices which eases access at the gates.

U.S. Soccer and Ticketmaster will also recognise fans through custom content that will highlight the undying commitment of fans and their journeys to U.S. Soccer-controlled events, including U.S. Women’s and Men’s National Team matches, and create unforgettable moments through engaging sweepstakes.

U.S. Soccer Chief Commercial Officer David Wright expressed his excitement for what the partnership was going to bring to U.S. Soccer

“Fans are the heartbeat of our business. Supporting our commitment to super-serve our passionate fans, we are excited to partner with Ticketmaster in our efforts to enhance the customer experience,” he said in a U.S. Soccer press release

“Ticketmaster has been at the forefront of technology and innovation in this space for years and is the perfect match as we continue to elevate and evolve as a property.”

Ticketmaster Executive Vice President & Co-Head of Sports Clay Luter explained how the partnership was going to improve fan engagement.

“The expansion of our partnership with U.S. Soccer is a testament to our commitment to celebrating passionate soccer fans,” he added via press release.

“As the game’s popularity continues to rise, we’re eager to take engagement and connectivity to the next level while actively discovering and connecting with new fans. Through our platform, we’ll deliver must-have ticketing solutions, unique content and innovations that further fuel the interest in soccer across the country.”

The focus on fan engagement through augmented reality and app activations is a fantastic touch from the U.S. Soccer Federation, doing something that Australia has yet to attempt.

The country would definitely benefit by following the U.S. in their fan-first mentality, with an overall goal of making the matchday experience memorable and addictive, especially off the back of the Matildas World Cup success story.

This partnership is attempting to put the building blocks in to ensure crowd numbers are healthy as this new generation of soccer fans start to emerge. It is very strategic and has a forward outlook that must be applauded.

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