In this edition of Game Changers, we discuss football fan culture with one of Spain’s historic clubs, Real Betis Balompié. We spoke with Anna Arrese Cortadellas, Marketing Account Manager at Real Betis to gain insights into changes in fan behavior over the past five years and how the club is responding to enhance the fan experience.
What changes have you noticed in fan behavior in the last five years?
Analyzing group behavior in football fan culture over the past five years requires acknowledging the nearly two years impacted by COVID-19 restrictions. Despite predictions that nothing would return to normal post-COVID, the collective attitude is similar to what it was before 2020.
Football remains a mass phenomenon, both in-person and through various communication channels, with no significant changes in fan behavior. Real Betis fans continue to respond in the same way to everything proposed by the Club. There is the same interest in holding a season ticket, stable or slightly increasing stadium attendance, and active engagement with information through our communication channels, which reflects the healthy state of Betis support and the enduring interest in football.
Have there been any shifts in how fans interact with the club and football in general?
We believe the most notable changes that have occurred and are yet to come are driven by the application of new technologies, both when interacting with the Club and while enjoying the game. However, I believe that the adoption of these new technologies will be slower than some experts predict.
While fans are open to certain changes, their primary interest remains in the on-field action. Therefore, keeping a pulse on fan interests, whether through direct analysis or surveys/questionnaires, is crucial. This approach ensures we can explore new directions or reinforce existing strategies based on fan feedback.
In what ways has Real Betis implemented new technologies to enhance the club-fan relationship?
For many years, Real Betis has been relying on technological innovations related to football and the club-fan relationship. While it's not necessary to detail every advancement from the past decade, establishing two-way communication channels between the club and its fans has been particularly successful. This positions us well to stay current with future developments, such as new communication formats using AI technologies.
Another notable initiative is our partnership with Football at AlphaVerse, a metaverse dedicated to football that opens new opportunities for fan engagement.
What can fans expect from Real Betis entering the football metaverse?
We are excited about this partnership as we are building the Real Betis Fanzone in the metaverse world. Fans will be able to enjoy new experiences that go beyond the traditional methods of club-fan interaction such as virtual events, exclusive digital content, and lots of fun opportunities to experience the club's culture and history in a unique and engaging environment.
We believe that our presence in the metaverse will not only enhance fan engagement but also attract a new generation of tech-savvy supporters who are looking for innovative ways to connect with Real Betis.
What do you think are the most important trends or challenges that will shape football fan culture in the coming years?
As mentioned earlier, society reflects its times, and football is no exception. Focusing on potential customer segments, the most significant changes will likely involve how the spectacle is experienced via TV or similar media.
In-person football is slower to change, though stadiums are adapting to a new premium format to offer enhanced experiences to wealthier fans. The Real Betis project to remodel the Benito Villamarín stadium will consider this trend. Technology will enable stadium spectators to access more real-time information through their devices, but I doubt that those in the stands will prioritize this during the game.
The most significant trends and challenges will revolve around implementing new technologies, particularly AI and VR. However, I don't believe these advancements will overshadow the primary, passionate aspects of football culture in the short or medium term.
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Our next Game Changers interview will feature Torino FC from Turin, Italy.
Meanwhile, you can 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
Game Changers #4: Real Sociedad’s Journey to a Global Fan Community
Game Changers #5: São Paulo FC’s Unique Take on Modern Football Fandom
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Game Changers #5: São Paulo FC’s Unique Take on Modern Football Fandom
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