The aim of the thesis is to investigate specific economic factors in the football industry. In particular, the first section will concentrate on the most important revenue streams for football clubs, and on how deeply they were impacted by the Covid-19 pandemic. A theoretical background will then be provided, exploring the concepts of customer data enrichment, customer segmentation and profiling, and customer lifetime value: such solutions help different types of brands in building multiple customer profiles to be exploited in their commercial activities. With the third chapter, the analysis will come back to the football environment, as clubs are more and more transforming to international brands, therefore they need to implement the theoretical applications analyzed in the previous chapter. The situation will be better defined through a list of different possible touch points and practical examples in the fan engagement area. Through chapter 4, new digitally enabled trends and platforms will be mentioned, with actual clubs' examples. The concept of brand media houses will be introduced, as a consequence of many clubs’ transformation in actual entertainment companies. An important focus will be proposed on fans’ perspectives and expectations towards clubs and sponsors, according to the results of a survey involving a subset of 109 interviewed. In conclusion, the relationship between clubs and sponsors will be analyzed, through opportunities, challenges, and real examples of such B2B cooperation with the purpose of increasing the overall level of fan engagement. Keywords: Covid-19, customer profile, fan engagement, football clubs, social media, sponsorship.
L'obiettivo della tesi è quello di analizzare alcuni specifici fattori economici nel contesto dell'industria calcistica. In particolare, la prima sezione si concentrerà sui più importanti canali di guadagno per le squadre, ed su quanto profondamente questi siano stati impattati dalla pandemia Covid-19. Verrà inoltre proposta una base teorica, approfondendo i concetti di Customer data enrichment, Customer segmentation e profiling, e Customer lifetime value: queste nozioni aiutano diversi tipi di brand nella costruzione di molteplici profili di clienti da sfruttare nelle attività commerciali. Nel terzo capitolo, l'analisi tornerà nell'ambiente calcistico, in quanto è sempre più frequente la trasformazione di club in veri e propri brand, dunque hanno necessità di implementare i concetti teorici prima menzionati. La situazione verrà ancor meglio definita attraverso una lista di punti di incontro ed esempi pratici nell'area del fan engagement. Attraverso il capitolo 4, verranno approfonditi trend e piattaforme basati su nuove tecnologie, con esempi reali. Verrà inoltre introdotto il concetto di brand media House, conseguente alla trasformazione di molti club in veri e propri brand di intrattenimento. Ci si focalizzerà anche sulle prospettive e le aspettative dei fans nei confronti dei club e dei loro sponsor, interpretando i risultati di un questionario sottoposto a 109 tifosi reali. Per concludere, sarà analizzata la relazione fra club e aziende sponsor, attraverso opportunità, sfide, ed esempi reali di questa cooperazione B2B, che ha come scopo finale quello di aumentare i livello di fan engagement. Keywords: Covid-19, customer profile, fan engagement, football clubs, social media, sponsorship.
Impatto della pandemia Covid-19 sull'industria del calcio: come la trasformazione dell'intrattenimento dei fan e dei rapporti di sponsor B2B hanno influenzato i business model economici dei club
FONTANA, MARCO
2021/2022
Abstract
The aim of the thesis is to investigate specific economic factors in the football industry. In particular, the first section will concentrate on the most important revenue streams for football clubs, and on how deeply they were impacted by the Covid-19 pandemic. A theoretical background will then be provided, exploring the concepts of customer data enrichment, customer segmentation and profiling, and customer lifetime value: such solutions help different types of brands in building multiple customer profiles to be exploited in their commercial activities. With the third chapter, the analysis will come back to the football environment, as clubs are more and more transforming to international brands, therefore they need to implement the theoretical applications analyzed in the previous chapter. The situation will be better defined through a list of different possible touch points and practical examples in the fan engagement area. Through chapter 4, new digitally enabled trends and platforms will be mentioned, with actual clubs' examples. The concept of brand media houses will be introduced, as a consequence of many clubs’ transformation in actual entertainment companies. An important focus will be proposed on fans’ perspectives and expectations towards clubs and sponsors, according to the results of a survey involving a subset of 109 interviewed. In conclusion, the relationship between clubs and sponsors will be analyzed, through opportunities, challenges, and real examples of such B2B cooperation with the purpose of increasing the overall level of fan engagement. Keywords: Covid-19, customer profile, fan engagement, football clubs, social media, sponsorship.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/1910