fbpx

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.”

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.

FC Barcelona and Ownix to create historic NFTs

Barcelona

LaLiga’s FC Barcelona and non-fungible token (NFT) marketplace Ownix have joined together to create unique digital assets through photos and videos, depicting iconic moments from the Club’s storied history.

With football clubs entering the world of NFTs at an increasing rate, FC Barcelona are looking to set a benchmark in the creation of these types of digital assets.

As part of this strategy, the Club has signed a new global partnership agreement with Ownix, a premium marketplace for NFTs based on the standards of the Ethereum blockchain – a platform for sharing data that cannot be manipulated or changed.

This alliance between FC Barcelona and Ownix will provide a new way for the Club to reach its followers from around the globe, as fans will now be able to acquire and own digital assets that will reproduce unforgettable moments throughout the Club’s almost 122-year history via various auctions taking place throughout the season.

The agreement between FC Barcelona and Ownix is part of the Club’s global expansion strategy and a further commitment to seek out new channels and formats to connect with new generations, while providing a different form of interaction with their fans around the world.

FC Barcelona President Joan Laporta:

“Barça has a very large fanbase around the world and is leading the way in the digital domain with over 400 million followers in social networks,” he said.

“Given this scenario, the Club is constantly looking for new ways to connect with its fans, and we believe that creating these NFTs is a unique opportunity to continue growing and consolidating the Barça brand by bringing unique moments that have made Barça fans dream and FC Barcelona a well-known club on every level.”

Ownix CEO Guy Elhanani:

“As NFTs surge, we thought it is important to give those collectors who are Barça fans an opportunity to own a piece of their Club’s history,” he said.

“This new and exciting asset class allows collectors to own things that weren’t possible to own before, and we’re thrilled to offer sports fans an opportunity to spearhead the movement. Our Mission is to bring customers to purchase NFTs, not because they are marketable, but for the pleasure and pride of owning them.”

Manchester City teams up with Qualtrics

Manchester City Qualtrics

English Premier League side Manchester City have announced a new partnership with Qualtrics which will see the leader and creator of the Experience Management (XM) category become the Club’s Official Experience Management Software Partner.

Qualtrics empowers organisations to listen to customer and employee feedback, understand and analyse what they hear, then take action to improve experiences and design new ones, all in real time.

Manchester City and Qualtrics’ new partnership aligns with the club’s ongoing commitment to provide the best possible matchday experience for fans and will allow the club to use industry-leading experience management software to listen to fans’ feedback following each fixture.

From overall matchday experience – to catering, facilities, retail and more – Qualtrics can provide valuable insight and real-time data from fans to help the club shape their future strategic planning and decisions.

The new partnership is also expected to include further activations across wider areas of the organisation in coming months, using Qualtrics’ experience management software to listen to fan feedback and enhance the digital experience for Cityzens across the globe.

Senior Vice President of Global Partnerships Sales at City Football Group, Stephan Cieplik:

“As a club, we are continually working to improve our matchday offering for fans both in-stadium and across our digital platforms for those following across the globe,” he said.

“Through this new partnership with Qualtrics, we will be able to use industry-leading software to gather valuable feedback and insight from those at the heart of our club to help shape future decisions around matchdays.”

Qualtrics President of Products and Services, Brad Anderson:

“With Qualtrics, Manchester City can listen to and understand fan feedback in real time and take action to improve matchday experiences,” he said.

“But fan experience isn’t limited to the stadium — the digital and at-home fan experience is just as important, and Qualtrics will help Manchester City to deliver a personalized experience to their fans wherever they are.”

© 2021 Soccerscene Industry News. All Rights reserved. Reproduction is prohibited.

Most Popular Topics

Editor Picks