SEEN is spearheading data-driven video content


SEEN is the leading provider of data-driven video in the Nordics, providing fully automated solutions that significantly multiply the engagement for the digital customer and employee experience through special unique video – specifically designed for each receiver.

Strategically building value is crucial in managing the attention at hand if the business wants to develop the commercial value that can withstand economic declines over the years in the sporting industry, which means a football club can still engage and attract sponsors and partners averaging in the thousands even through difficult times.

The priority is to identify as many fans as possible by building a list of marketing consents, which is a list of supporters who have allowed the club they back to provide communication directly to them, not via a third party, such as Facebook, that doesn’t provide access to contact information of their supporters.

From tens of thousands to hundreds of thousands of supporters, once the clubs have the consent to be in constant communication with their faithful fans, they can use the same personalised method for years to come that has 50 times higher conversion success rate than newsletters or any traditional method for that matter.

An example of the previous work SEEN has completed has involved a campaign for the Swedish political party Moderaterna, which had linked a video personalisation technology of the modern age with physical direct mail to send out to Swedes living around the world. They collaborated with SEEN to create innovative and personalised videos that talk to each and every recipient one-on-one.

SEEN’s clients who are trusted in Sweden and Norway and around Europe include but are not limited to companies such as DNB, whose main agenda was to increase perceived added value among customers for the organisation, which was made possible by the unique technology that SEEN offers that made it possible, as well as other businesses including coop and VING.

The power of personalised video proved SEEN’s videos outshine and outclass to that of generic videos, their videos deliver three times higher conversions, five times the amount spent with brands to meet customer service requirements as well as seven times the higher engagement.

Turning data into video involves three simple steps starting with the client designing a personalised video of around two, three or more data points and then SEEN collects data based on their Customer Relationship Management (CRM) and build personalisation points around them.

The second step involves combining data points and footage to produce each of the client’s personalised videos, and lastly SEEN sends customers their required and unique videos based on their data automatically in real-time distribution at any scale.

SEEN can greatly improve their engagement for the A-League clubs as well as the semi-professional clubs in the NPL around the country by producing more engaging video content to send out internationally to bring more exposure for football in Australia. It can be hugely beneficial as a whole, not only for football but as a country, as well as giving the recognition we deservedly need.

To find out more information about SEEN and their work, click here

PSG confirms it is seeking to leave Parc des Princes

Paris Saint-Germain’s President Nasser Al Khelaifi has confirmed that the club will try to leave the Parc des Princes stadium after Paris’ city council confirmed that the stadium was not for sale.

This comes after PSG also ended their interest in purchasing France’s iconic Stade de France because it was too far east from where the club is based. The club set to explore other options in its search to expand its home.

Initially, the club had set out plans to buy the Parc des Princes outright and invest a lot of money into upgrades. These upgrades included increasing the stadium’s capacity from around 48,000 to 60,000 and improving the corporate area.

The club consistently sells out the stadium for its games, exceeding $150 million in stadium revenue for the 2022-23 financial year. However, PSG has stressed that the stadium is too small and is limiting the club’s commercial opportunities.

PSG Chief Revenue Officer Marc Armstrong explained the frustration that the club is experiencing with the current Parc de Princes situation.

“48,000 is not enough, we have the highest revenue per seat in Europe as of last season, and we’ll be there or thereabouts again this season, but we can do a lot more with a bigger stadium and we should be playing in front of 60,000 or 70,000 fans every week,” Armstrong said at a media session.

“We’ve been forced to look at other options and that’s how we see it, we don’t want to move. We want to stay at the Parc des Princes, but we have to look and have been looking seriously at other options for the last year.”

PSG have played at the Parc des Princes since their first appearance in the French top flight in 1974 and agreed a 30-year extension to their lease in 2013.

The club say they have arranged an emergency meeting for Thursday afternoon with their stadium team to begin this process.

This is a proactive approach by PSG who understand that the Parc de Princes is limiting the club from making more money with a new and larger stadium is more suitable.

Al Nassr and Adidas sign multi-year kit deal

Al-Nassr have confirmed iconic sports brand Adidas as their new kit sponsor as they sign a three-year deal with the German company starting from 2024/25 season.

As part of the deal, Adidas will design kits for all Al-Nassr teams including the senior men’s and women’s sides as well as the youth teams. Al-Nassr currently have a short-term deal with Nike which was set to be a temporary partnership before finding a better suitor.

Adidas are committed to investing a lot of resources in order to fast-track the growth of football in Saudi Arabia. Last year, Adidas formed a partnership with the Saudi Arabian Football Federation (SAFF), and they also took over from Nike as the official ball supplier of the SPL with that partnership beginning this month in the middle of the season.

Adidas regional manager Bilal Fares expressed excitement at this great opportunity for the brand:

“We are thrilled to announce the partnership between Adidas and Al Nassr FC, which represents two entities committed to shaping the future of football in Saudi Arabia. As Al Nassr Football Club embarks on a new chapter for the men’s and women’s teams, Adidas is honoured to provide them with cutting-edge sportswear technology,” Fares explained in an Adidas press release.

“With a comprehensive apparel agreement covering all teams and staff, we are not only outfitting a football club; we are empowering a movement. The influx of international players and the shared commitment to excellence positions this collaboration as a catalyst for elevating the sport’s status in the Kingdom and beyond.”

Al-Nassr CEO Guido Fienga highlighted the importance of growing the club to a global scale with Adidas.

“As we join forces with Adidas in this exciting partnership, the scale and resonance of Al Nassr, both adorned with the iconic Adidas three stripes, magnify the global impact we can achieve,” Fienga said in a club statement.

“This collaboration is a testament to our shared ambitions and our dedication to making Al Nassr a football powerhouse, not only in the Kingdom but on the international stage.”

The partnership highlights Adidas’ commitment to advancing football excellence in Saudi Arabia and they will now provide the big SPL club with cutting-edge sportswear technology. Al-Nassr share the same values as Adidas and by signing this deal, it represents the club’s ambition to consolidate its global positioning.

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