As we all know social media has a huge impact on football clubs, so how can clubs utilise and use this to their advantage? The fact is that social media has taken over as the preferred method to follow sports and as time goes on in this new digital age, more and more people will follow their favourite players and teams through digital channels.
The takeaway for clubs?
Clubs who aren’t taking advantage of this rapid rise need to get on board quickly. Some stats to back this up? 58% of 16- to 24-year-olds and 49% of 25- to 34-year-olds report following athletes on social media, 43% in each age group follow leagues on social. Fans want to connect with individuals, not just brands. Clubs should focus on showcasing the personalities of players, staff, and behind-the-scenes content to create a more personal connection with supporters. Social media is the preferred method for following sports, especially among younger demographics. Clubs must adapt quickly to the digital landscape, ensuring a strong presence on platforms popular with their target audience.
In terms of the transfer window, does a high profile player affect the clubs thinking when entering the market to sign a player, a prime example of this is Juventus signing the worlds most followed player on Social Media, Cristiano Ronaldo Ronaldo’s arrival to Juventus was also a key factor in helping the club grow their overall income by £46.3 million in 2018/19, an increase of £32.1 million in commercial revenues and a growth of £14.2 million in matchday revenues. The impact of such increasing global reach and popularity in social media on the business of football has been ever growing. A player with a huge following may have a higher value in the transfer market, as he can bring his fans to his new club as well.
In the high-stake environment of the English Premier League, a billion-pound industry, the strategy of signing high-profile players extends beyond their footballing prowess This approach, geared towards maximising revenue, may influence decision-making at the top echelons of football. However, for lower league clubs in England and Scottish clubs, a more balanced and strategic approach is essential.
Fans want to connect with individuals, not just brands. Clubs should focus on showcasing the personalities of players, staff, and behind-the-scenes content to create a more personal connection with supporters. Building a collaborative relationship with fans is crucial. Clubs and supporters can work together to achieve common goals, enhancing the overall experience for everyone involved.
Recognising that fans want to feel part of the journey, clubs should utilise the digital landscape effectively. This involves engaging fans through exclusive content, interactive campaigns, and other initiatives that foster a strong community spirit which in turn builds revenue for the club, smaller clubs need to adopt smarter engagement strategies. Leveraging the digital landscape, they can connect with fans on a personal level, creating a sense of belonging and involvement.
In essence, while the Premier League giants may have the financial clout to pursue high-profile players for multifaceted reasons, clubs in lower leagues must navigate a different landscape. A tailored digital strategy that prioritises fan engagement and collaboration can be the key to success for these clubs, fostering a sustainable and loyal supporter base and a consistent revenue stream for the club.