Digital sponsorship activation by clubs - an analysis of the digital presence of the European football clubs

(PresseBox) ( Munich, )
A recent BTD market analysis of the digital presence of the European professional football clubs revealed that currently the majority of websites have not been implemented in responsive Web design, so consequently are not seamlessly adjusted to the display of the respective device. Many clubs still rely on the obsolete implementation of separate mobile portals, which by far do not have the same scope of content as the original desktop version.

So only about 23% of the club websites within the five top-selling European football leagues can demonstrate a smooth responsive implementation and can be used reasonably by the customer with desktop, laptop, tablet and smartphone. In times of increasing use of digital offerings on mobile devices and still rapidly increasing spread of smartphones and tablets, it is surprising to recognise such a low proportion of responsive implementations in the professional club environment which demonstrates that the need for a “digital experience” focused on the users and mobile devices has not yet been fully recognized in all clubs.

A continuous optimisation of club websites for display on mobile devices not only benefits the fans, but also creates extra reach and thus sales potential in the field of sponsorship. The sponsors have a large variety of opportunities to effectively monetise their campaigns on the digital platforms of the clubs. A mobile, intuitive and clearly structured website with the substantial content in responsive web design forms the basis for satisfied users and an increase in digital awareness, which ultimately has a direct impact on the ROI of the sponsors.

Furthermore, the corresponding technical implementation provides the basis for the "Second Screen" experience inside and outside of the stadium. A consistent, native app strategy is even more effective, however, would incur additional financial costs.

The “Second Screen App Framework” was developed by BTD to establish a technical basis with extensive functions for individual apps in the field of professional sports, which impresses with topic related exciting features and multiple uses for fans and sponsors. In addition, the framework is flexibly scalable and thus designed to fully satisfy individual customer requirements.

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