fbpx

Swan Retail: Promoting clubs through powerful app 

Swan Retail’s software development has seen the creation of FUSE – an app that has all the best fan engagement features in the one place. 

It’s been a mixed bag for Australian audiences wanting to go to live sporting events, as lockdowns and restrictions have not always gone in our favour. 

For sport clubs, they have become more reliant on finding ways to engage with their fan bases via digital, as the typical match day inclusions do not always go to plan, with unpredictable Covid-19 changes. However, what is for certain is that clubs cannot be stopped in exploring ways to promote their team in a variety of ways. 

Swan Retail has identified the demand for digital and online resources, where they have taken their expertise into the sports & stadium area. 25 years’ worth of experience has lended itself towards furniture & homeware, fashion and specialty retail to name a few. 

Swan Retails app, FUSE, encapsulates that a club is searching for when it comes to fan engagement. It is completely branded to suit a club’s identity and includes an immerse news feed to create engaging content that you would see on a social media platform. The only difference here is that the app takes everything from a club and showcases that directly to a fan, rather than trapping it in amongst other competitors.

When a fan uses FUSE, their sole focus is on the team they support. FUSE is the application that integrates quality engagement, offering clubs the chance to interact with their fans, build their brand, reward loyalty and drive sales. 

Available on the App Store and Google Play, FUSE has a host of features to maximise marketing potential: 

  • Build and theme a business app. 
  • Clubs can customise their branding. 
  • Scale up only when clubs need to. 
  • Deploy to iOS & Android. 
  • Potential to be live within four weeks. 
  • Deliver engaging content through the app feed. 
  • Segment, target and deliver content based on purchase data. 
  • Display real-time loyalty points and loyalty account balances. 
  • Wrap and enhance a mobile website. 
  • Harness the power of push notifications. 
  • Drive footfall, sales, traffic and conversion. 

FUSE can bring fan engagement benefits that are developed around loyalty. To build and sustain a fan base, Swan Retail helps to bring promotions to life. The app provides the go-to resource for planning and delivering promotional campaigns, leading to an increased rate of revenue. 

Clubs can bring across their creativity and connect with fans in a more personalised manner, whether it be game day or to provide greater access off the pitch. Swan Retail have partnered with Warrington Wolves Rugby Club, Ipswich Town Football Club and Stoke City Football Club who have already seen the following benefits: 

  • News, events, polls and promotions form the pivotal part of FUSE, making content the app’s bread and butter. This can be implemented further by integrating an online shop, which can be a post of a goal celebration during the match with a promotion applied to the player’s kit. 
  • Push notifications as a regularity can consistently bring fans to the app once they have been informed of new content, rewards and timely promotions that all contribute to driving sales. 
  • Loyalty points can be accrued to make fans feel part of something special and to be rewarded for their support. 
  • A website within the app to collaborate a fans’ online experience by seamlessly allowing them to browse and buy from a store without leaving the app. 
  • Calls-to-action as a way of offering new products such as kit releases and the ability to use redeem promotions and use rewards points. 
  • Custom forms can be created as a crowdsourcing tool to get feedback and insights from the people that make the club tick and learn more about how to maximise profits. 

To learn more about Swan Retail, and to have a read of their case studies, you can find it here. 

Liam Watson is a Senior Journalist with Soccerscene. He reports widely on international football policy, industry matters and industry 4.0

DFL and AWS introduce two new Match Facts to Bundesliga coverage

Bundesliga analysis

The Deutsche Fußball Liga (DFL) and Amazon Web Services (AWS) have announced the addition of two new Bundesliga Match Facts powered by AWS that will premiere as graphics during broadcasts and in the official Bundesliga app during the 2021-2022 season.

The two new Match Facts – Shot Efficiency and Passing Profile – will bring the total number of advanced statistics to eight, with each of them aiming to give fans deeper insights into the action on the pitch.

The first of the new advanced stats – Shot Efficiency – compares the number of goals that a player or team has scored with how many goals the player or team should have scored based on the quality of their chances.

The second – Passing Profile – provides deeper insights into the pass quality of a player or an entire team. Both of the stats are generated by gathering and analysing the match feeds from live games in real time as they are streamed into AWS.

Both new stats made their debut during Matchday 4 on the clash between German Champion FC Bayern München and the second-placed team of the previous season RB Leipzig.

The two new Match Facts will better showcase the action on the field – giving fans, coaches, players, and commentators visual support for analysing the decision-making of players and teams.

Andreas Heyden, Executive Vice President of Digital Innovations for DFL Group, was excited to further innovate the matchday experience for viewers based both domestically and internationally.

“Bundesliga Match Facts powered by AWS allows us to give fans more insight into the game of football, broadcasters more interesting stories to tell and coaches and teams, more data to excel at their game,” he said.

“Last year, the reception for Bundesliga Match Facts around the world was very positive, and we expect through ML and AI to continue to innovate on these analytics to make them even better.

“These two new stats give fans a view into player efficiency that hasn’t been achieved before, and we are just at the beginning of our relationship with AWS. I’m excited to see how technology will continue to evolve the fan experience and the game.”

W-League big winners in new CBA, as greater contract freedom for A-League clubs beckons

A new collective bargaining agreement has been struck between Professional Football Australia and the Australian Professional Leagues.

Equity in high-performance standards in the A-League and W-League, a 32% increase in the W-League salary cap floor and an increase in the A-League salary cap floor are the highlights of the new collective bargaining agreement (CBA) struck between Professional Footballers Australia (PFA) and the Australian Professional Leagues (APL).

The new five-year deal was described as “ground-breaking” by a joint statement between the two bodies, in an announcement that highlights the newfound confidence in the economic environment for professional football in Australia.

Much of that confidence can be linked to the new five-year broadcast agreement with ViacomCBS and Network 10 and it is no surprise that this new CBA has been deliberately linked in length to the broadcast deal.

PFA Co-Chief Executive Kathryn Gill explained that being able to achieve this agreement was a huge milestone for the professional game in Australia, after such a long period of uncertainty in recent years due to the COVID-19 pandemic and the end of the previous broadcasting deal with Fox Sports.

“The players’ vision for the negotiations was economic security and stability for the clubs, the leagues and the players. This agreement is a foundational step towards this objective and our leagues will be stronger as a result,” she said via the joint statement.

“It has been an incredibly challenging time for our game; however, we believe the CBA will provide a platform for our leagues to be re-launched and for a genuine partnership between the clubs and the players to be forged.

“I would like to acknowledge the work of Greg O’Rourke, Danny Townsend, Tracey Scott, Chris Pehlivanis and John Tsatsimas for their efforts and commitment during the negotiations and especially the players who participated so actively throughout.”

PFA President Alex Wilkinson noted the immense sacrifice made by many players to usher the game through the COVID-19 pandemic, which he says helped pave the way for this agreement.

“This generation of players, club owners and staff have been asked to make immense sacrifices to preserve our sport during unprecedented times,” he said.

“As a result of these sacrifices we have been able to take an important step forward and provide greater certainty for the clubs and players and make important progress in areas such as our high-performance environment, player welfare whilst further embedding our commitment to gender equity.”

Under the new CBA, genuine equity in high-performance standards in the A-League and W-League have been entrenched in order to create a “world-class workplace” for all of the country’s footballers.

This CBA will be the first to deliver common standards across higher performance and medical departments across both the W-League and the A-League.

Increases to minimum and maximum player payments are also factored in during the course of the five-year CBA with a particular focus on an increase to the W-League salary floor, providing another massive boost on the back of the recently announced expansion of the competition to also include Central Coast Mariners, Wellington Phoenix and Western United.

There will also be a reformed contracting model that allows for greater capacity in squad investment for clubs, with an allowance for up to two “Designated Player” spots, which will allow clubs to invest between $300,000 and $600,000 in players whose salaries will be excluded from the A-League salary cap.

These “Designated Players” will be in addition to the current exemptions, such as “Marquee Players”.

Furthermore, there will also be greater capacity for clubs to contract youth players with an increase in the cap on scholarship players.

The CBA also provides for guaranteed funding for player welfare and development programs, as well as greater support for the PFA Past Players Program.

APL Managing Director Danny Townsend said the deal was proof that the APL was living up to its promise of greater investment since taking control of Australia’s professional leagues.

“When APL took control of the leagues, we promised it would herald a new era of investment and this agreement shows the progress that has already been made,” he said in a statement.

“This is a clear example of what can be achieved when we work together with a common vision to realise the potential of Australian football.”

APL Leagues Commissioner Greg O’Rourke added the investments would help clubs deliver a much-improved on-field product.

“Players are partners with us in the game and central to its growth. Having all of our partners on-board with the re-imagined future of the game is vital, and this agreement marks an important milestone in our new relationship,” he said.

“There will be immediate improvements across the men’s and women’s leagues, most notably for women’s football, all of which will flow through into improved experiences for players, and ultimately into growing and improving our game.”

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

Most Popular Topics

Editor Picks