Welcome to the fourth edition of our Game Changers series, featuring Real Sociedad from Spain - a distinguished club pioneering new technologies to enhance fan engagement.
In an exclusive interview, the Digital Strategy team at Real Sociedad has shared their insights on the latest trends in fan culture and the club's innovative approaches to connecting with a global fanbase in the digital age.
What significant shifts have you seen in football fan culture recently?
One of the main changes is the willingness of fans to consume information that goes beyond just the football game. Any kind of content related to the club is welcomed by fans, and they prefer to consume this content through digital channels, especially in video format.
There's also a growing interest in new types of products related to the club. Since many of our followers on social networks are from other countries and can't frequently visit the stadium, they want to access our products through new, more accessible channels.
How is Real Sociedad responding to these changes?
We are innovating with new products and experiences, such as our collaboration with AlphaVerse to launch a metaverse experience for our international users. We also provide content in multiple languages - Basque, Spanish, English, French, Arabic, Japanese, Chinese, Indonesian, and Vietnamese - to ensure that our brand is accessible and engaging for fans worldwide. This multilingual approach helps us build a global presence and connect with a diverse audience.
What potential benefits do you anticipate from Real Sociedad's partnership with Football at AlphaVerse and the launch of your official Fanzone in the football metaverse?
The Real Sociedad Fanzone presents numerous exciting benefits for both our club and our fans. First and foremost, we have created an immersive and interactive environment where fans from all over the world can connect with the club and each other in ways that were previously impossible. This virtual space can host exclusive events, virtual meet-and-greets with players, and unique content that enriches the fan experience beyond traditional channels.
Additionally, we hope to expand our reach and engage with a younger audience that is increasingly spending time in digital spaces. With a cutting-edge platform for interaction, we can attract new fans and retain existing ones by offering innovative and engaging content.
The dedicated Fanzone also opens up new revenue streams. We can offer virtual merchandise, NFTs, and other digital collectibles that fans can purchase and trade, creating a new market for club-related products. We believe this also enhances fan loyalty.
What future trends and challenges do you believe will shape football fan culture in the near future?
One significant trend is the disappearance of third-party cookies, which will drastically change the landscape of digital marketing for football clubs. This shift underscores the importance of acquiring first-party data and increasing the number of registered users on our digital platforms. The most efficient way to generate revenue will be through targeted commercial communications sent to our user database. Therefore, it will be crucial to gather detailed information about our users to personalize our interactions with them as much as possible.
How do you plan to gather this first-party data and ensure that your interactions remain personalized and engaging?
We are focusing on enhancing our digital platforms to make registration seamless and rewarding for users. By offering exclusive content, personalized experiences, and engaging interactive features, we can encourage fans to register and share their preferences with us. We also plan to use advanced data analytics to understand our fans better and tailor our communications and offerings to meet their individual needs and interests. This approach will help us build stronger, more meaningful connections with our supporters.
It's exciting to see how Real Sociedad is adapting to these changes. Any final thoughts on the future of fan engagement?
The future of fan engagement lies in creating immersive, personalized experiences that make every fan feel valued and connected to the club, regardless of where they are in the world. By leveraging technology and data, we can continue to innovate and meet the evolving needs of our supporters.
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Stay tuned for more exciting interviews and insights in our Game Changers series. The next edition dives into the world of São Paulo Futebol Clube.
We invite you to check out the previous articles in this series:
6 New Trends in Football Fan Culture - Introduction to the Game Changers Series
Game Changers #2: SC Braga’s Innovative Strategies to Engage with a Global Fanbase
Game Changers #3: How Norwich City Is Shaking Up Fan Engagement
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