Industry update: more on DFL’s digital presence, stadium construction and fan engagement

Read more on digital presence of the Bundesliga, the stadium project of Stade Brestois 29, new ticketing options at Everton FC and Wembley and fan engagement examples in this short stadium industry update by ESSMA.

Fan Experience & Hospitality

• Leeds United FC focuses on fan engagement in partnership with InCrowd as their official LUTV mobile app is an ongoing success. The app provides several features including the latest news from the club, lineups, match statistics, text commentary, video content, highlights, interviews, access to tickets, merchandising and more. Furthermore, Leeds United FC can segment, target and send personalised messages to their fans via push notifications.  
• DFL Digital Sports creates digital content on their social media platforms for all Bundesliga clubs with the motto ‘football as it’s meant to be’. By creating dedicated content that focuses on engagement, both social media engagement and reach has tripled in the last 2,5 years. Key success drivers of their strategy are data and innovation.
• The Netherlands and England will play a friendly e-interland, taking place on Wednesday 21 March two days ahead of the friendly international game at the Amsterdam ArenA. The game will be broadcasted on Fox Sports. 
• Chelsea FC designed a unique collection of GIFs, featuring several Chelsea players including Hazard and Willian. Fans can share the GIFs on social media creating an original experience.

Operations & Ticketing

• Everton FC appointed Secutix as its new ticketing partner to simplify the purchasing process and to improve fan experience through the use of mobile ticketing, the integration of Apple Wallet and 3D seat mapping technology.  
• AZ Alkmaar is transitioning from a traditional marketing-driven approach to a data-driven marketing approach via a dedicated model, dividing fans into three categories regarding purchasing behaviour. Moreover, the model includes marketing automation programs and data-driven campaigns with for example a personalised e-card from a fan’s favourite player and personalised campaigns to (non-)season members.

Construction & Development

• Stade Brestois 29 announced their plan to build a multifunctional stadium with a 13,000 - 15,000 seat capacity. The project will have a total cost of €70-80 million and is expected to be delivered by the end of 2021/beginning of 2022. In addition, the venue will include a hotel, restaurants, bars and other recreational activities. More information about the new stadium of Stade Brestois 29 can be found in our Stadium Development Report I 2018, which will be published soon.
• In collaboration with Populous, an ESSMA Corporate Partner, Arlington Convention Centre will be transformed into an eSports stadium and is set to open later this year. With a $10 million investment, the state-of-the-art esports-specific venue will have a capacity of 1,000 fans. Furthermore, the venue will feature a major competition event space, retail, VIP hospitality, a broadcast studio, team training areas, etc.