Previous cases Safety Management Case How safety and security can contribute to a good customer experience
Publication: 1st quarter 2016
Stadium Management Case The importance of stadium management: from development to operation
Publication: 2nd quarter 2016
Pitch Management Case Groundsmanship: a look at the job
Publication: 4th quarter 2016
Editorial staff Author
Cyril De Greve ESSMA
E: cyril@essma.eu Layout
Jonas Bogaert ESSMA
E: jonas@essma.eu
Š December 2016, ESSMA All rights reserved
INTRODUCTION In January 2016, at the ESSMA Summit in Bilbao,
This particular case study aims to bring insights as
Spain, ESSMA organised four dedicated workshops
to how a meticulously planned Fan Entertainment
around their areas of expertise: Pitch Management,
strategy plays a vital role in filling stadiums, providing
Safety Management, Stadium Management and
a proper experience for all fan segments.
Fan Entertainment. Each of which are ultimately accompanied by a dedicated case study, providing
The new generation of fans require a whole new
collected facts and presenting additional insights.
approach in terms of connectivity and hospitality. Clubs and stadiums are now dealing with more than
The following case study was developed after the
just sports, and are offering real entertainment. This
ESSMA Fan Entertainment Workshop in Valencia,
is needed in order to compete against our industry’s
Spain, and digs deeper into topics covered during the
biggest competitor; home entertainment.
workshop presentations. The following case study has been developed thanks Within the ESSMA Fan Entertainment area of expertise,
to the support of various ESSMA members, who
content is divided into four main components:
were willing to share their experiences regarding
• ECA-ESSMA Fan Entertainment Survey
Fan Entertainment. Additionally, the European Club
• Fan Intelligence
Association (ECA) played an important role in the Fan
• Fan Experience
Entertainment Survey that was sent to all ESSMA and
• Fan Engagement
ECA members.
Within ESSMA, we strongly believe that, in order to
We hope you will find this case study informative and
provide a unique experience towards the fans, fans
that our conclusions will provide valuable insights
and their preferences need to be known, which we
to owners, clubs, operators, developers and public
define as ‘Fan Intelligence’. This data allows clubs
authorities concerning stadium management.
and stadiums to provide a personalised, convenient experience in which fans feel that they are at the
If you would like to receive further information or to
centre. A proper Fan Experience will contribute to
discuss the findings of this study, please don’t hesitate
the connection that fans will build with the club and
to contact us.
stadium. Fan Engagement will not only attract more fans to the stadium, but also ensure that they come back and stay longer.
3
Contents BACKGROUND P 6 The ECA-ESSMA Fan Entertainment Survey
Fan Intelligence
P8
P 12
Case: Fan Relationship Management - Belgian Pro League
Case: Data Gathering - Stoke City FC
Case: Mobile Application - Viking Fotball
P 14
P 15 P 16
Fan Experience P 18 Skidata: Increasing Fan Loyalty and Revenues Through Loyalty P 20
Case: Providing a Unique Experience - Juventus FC
Philips: Lighting As a Connected Part of the Solution
P 22
P 23
Fan Engagement P 24
Case: Audiovisual Experiences to Create Fan Engagement - Valencia CF P 26
Case: Fan Zones To Increase Fan Engagement - LNR
EVS: Creating Better Fan Engagement At Parc OL With EVS’ Fancast
P 27 P 28
CONCLUSION P 30
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BACKGROUND
The technological evolution of the last few years, and
It is clear that connectivity requires an investment and
the disruption it has caused, has impacted both venues
brings challenges, however it also delivers a variety of
and fans. Today’s fans expect to remain connected at
opportunities. Connected venues are able to provide
all times, especially when entering a stadium, as they
new services for their fans and create new business
want to be able to share their experiences with the
models. Nearly half of season ticket holders (48%) of
community that they are a part of. Research shows
the fans surveyed, said that they would pay to access
that 2/3’s of all fans (72%) use their mobile devices
replay and additional data (Source: Fan Survey, EVS),
inside the stadium. (Source: Fan Survey, EVS).
while 56% said they would use a mobile app to order and pre-pay for F&B to be picked up at an express line (Source: Fan Experience Report, Oracle).
The new generation attending sports events switched from a download to an upload generation. They want to share all of their experiences as they experience
This highlights the significant potential of technological
them, which is a challenge in the stadium environment.
developments. However, at the very centre of all
The Super Bowl in the United States can be seen as an
this stands an approach that takes away as many
indication of this. At the 2016 Super Bowl, hosted at
friction points for (potential) fans and visitors. This
Levi’s Stadium, for the first time in the event’s history,
goes further than just the stadium experience, but
a venue transferred more than 10TB of data over the
is a real fan journey, going from home-to-home. This
Wi-Fi network. This represented a 63% increase on
experience starts with a strong communication with
the previous year’s record at the University of Phoenix
fan representatives and the creation of a unique event.
Stadium.
MESTALLA STADIUM VALENCIA (SPAIN)
The ECA-ESSMA Fan Entertainment Survey
It is undeniable that fans and supporters are one of
The results of the survey will benefit the clubs not only
the most crucial stakeholder groups for football clubs.
in better assessing the current situation but also as a
The European Club Association (ECA) was created in
source of inspiration for future projects.
2008 to directly represent football clubs and safeguard and promote their interests on European club football
The online survey was shared with all ECA Member
matters. Today, the ECA represents 220 Member Clubs
Clubs, as well as with the entire ESSMA membership.
from 53 National Associations and, in accordance with
Overall, 126 complete replies were received, with the
its mission of sharing knowledge and best practices
key results divided into four thematic categories, as
amongst its members, decided to conduct a survey
follows:
focused on Fan Entertainment in partnership with ESSMA.
8
Fan Involvement/Communication The first section of the questionnaire specifically
• 84% of the respondents have at least one staff
focused on the relation between clubs and fans and on
member dedicated to fan relations, such as a
the different ways of communication and involvement.
Supporter Liaison Officer (SLO).
To follow are the highlights:
• Online platforms, such as Social Media (84%) and
• 58% of the respondents communicate with their
the club’s Website (73%), are the most common
fans at least once a month, with most involved
platforms used to communicate with fans,
in a conversation with fans every matchday. 19%
together with physical meetings, either through
communicate every two to three months with
the SLO (55%) or directly via top club executives
their fan base.
and board members (82%).
Fan Intelligence The section on Fan Intelligence was almost entirely
habits (32%) and merchandise acquisitions (39%).
centred on CRM systems and the way in which clubs
Improvements are needed in these areas.
effectively gather and use data about their fans. Here are some of the main focuses:
• Fans can purchase match tickets via an online platform for over 87% of the respondents.
• Over 70% of the respondents do use a CRM system, however only 41% of the respondents employ an in-house data analysis specialist/team at the moment. • While fans’ personal details are gathered through the CRM systems, of the vast majority of the respondents (73%), clubs still gather a relatively limited amount of data on spending
9
Fan Experience The Fan Experience section pertained to the services
• In terms of premium content within the stadium,
and facilities available at the stadium for fans. The
only 28% of those surveyed declared offering
results of note being:
special content for fans at the venue, which mostly related to the provision of a live feed.
• 89% of respondents have a merchandise/retail
• Cashless payment is already a reality for exactly
store at the stadium, including additional mobile
half of the respondents, while online F&B
units during matchdays.
ordering is not yet the ‘norm’, available only in
• The great majority of respondents (85%), offer
13% of cases.
Wi-Fi access within the stadium, should it be in
• Finally, stadium accessibility for a variety of
all sectors (48%) or only in the VIP areas (37%).
fans is a priority for all football clubs. Indeed,
In 35% of cases, the Wi-Fi is free-to-access,
family sections (71%), school tickets (59%) and
while for 30% of respondents, it is password
accessible seating (57%) are common practice,
protected.
and it goes without saying that 87% of the
• Mobile applications are growing but are still not
respondents use price segmentation.
common practice. Stadium apps are available in 17% of cases, while club apps are a reality for 60% of those surveyed. Around a third of the respondents do not have any app available for fans.
Fan Engagement The last section focused on Fan Engagement, and is mainly related to incentive programmes, with the following being the key takeaway: • 53% of respondents have loyalty programmes to incentivise fans; mostly targeting season ticket holders 10
and members.
Future Trends The questionnaire showcases the status quo in regards
Finally, it is worth mentioning that clubs are of the
to Fan Entertainment, and allows for in-depth analysis,
strong opinion that, in order to continue attracting
the highlights of which have been presented in this
fans to their stadiums – beyond the sports results and
case study.
successes on the pitch – investment needs to be made to improve the fan experience by creating a unique
Looking forward, it is evident that technological
atmosphere characterised by comfort, accessibility
investments in stadiums are a priority for football
and safety, where fans feel at ease and are entertained
clubs, especially in terms of connectivity and
throughout their matchday experience.
experience. In fact, video screens (30%), Wi-Fi (30%) and club/stadium apps (29%) have been mentioned as the most immediate investments for stadiums, for those not already benefitting from such services. With cashless payments (24%), online F&B ordering and inseat delivery (28%) next in line.
For additional information on the results of the ECA-ESSMA Fan Entertainment Survey, please reach out to:
Federico Raviglione
Cyril De Greve
Communication & Membership Services
Business Intelligence Manager
European Club Association
ESSMA
Federico.Raviglione@ecaeurope.com
Cyril@essma.eu 11
FAN INTELLIGENCE
Fan Intelligence is all about getting to know the
However, feedback can also be collected in a non-
fans by gathering data on them. This data can, and
technological way. The important factor is to have
should, be collected during the entire fan journey, as
open dialogue with fans, making sure their needs are
it will provide 360° degree insights as to the different
being met and their thoughts are being heard.
procedures fans are going through. In the end, the gathering of data will enable clubs to CRM and FRM (Fan Relationship Management) provide
know and segment fans, in order to provide them with
new opportunities regarding the collection of data, as
a specific targeted approach, which will ultimately
well as mobile applications and online ticketing. As an
contribute to the overall fan experience, both inside
example, Manchester City FC has implemented a CRM
and outside the stadium.
development cycle that segmented 33 target groups, each with a custom service system.
PARC OLYMPIQUE LYONNAIS LYON (FRANCE)
Case: Fan Relationship Management - Belgian Pro League The integration of a FRM system on league level was
supporters of more than 50% and a growth of more
fourfold, with as main goal to increase number of
than 150% in email addresses.
spectators and revenues for all Belgian clubs: By introducing a new Ticketing system in combination • the system would allow Belgian clubs to get
with the FRM system, the clubs in the Pro League
insights in the identity and behaviour of their
where able to create a significant growth in the number
fans
of tickets sold online. In the 13-14 season, only 6% of
• a more enhanced relationship with the fans would be possible, due to a more personalised
the tickets were sold online, in the current 16-17 this is already more than 17% of the total tickets sold.
communication • it would be possible for clubs to set up targeted
The total revenue from Ticket Sales has grown
campaign, which would support Ticketing,
with almost 10 million euro’s league wide since the
Merchandise and F&B revenues
introduction of the FRM system.
• lastly, the FRM system would allow club to track and measure the campaign responses
The central FRM system is now actively used by 14 out of the 16 clubs in the Pro League A. Also 5 Pro League
Through the use of the FRM system, clubs can
B clubs started using the central FRM system since the
benchmark their proper campaigns in order to measure
start of the 16-17 season.
the effectivity of their communications and marketing. Source: Ludwig Sneyers & Sofie Galle, CEO and The clubs gather data from various touch points:
Project Coordinator Ticketing - FRM Consultant, Pro
ticketing,
League, Belgium
access
control,
cashless
payment
(if
applicable), fan shop and mobile applications.
In
the end, this resulted in a growth of known unique
14
Case: Data gathering - Stoke City FC Data gathering and ‘fan intelligence’ do not always
After fan consultations and internal briefings, it is
mean the use of technology. At Stoke City FC, the
important to create awareness of all positive changes.
club focuses on ‘Comprehensive Supporter Records’;
This can be done through a ‘charm offensive’, for
collecting fan and visitor data, and communicating
which specific community events are organised, i.e.
with them on a regular basis.
free Under 11’s, complimentary drinks, a dedicated family area, etc.
As part of the overall approach, it is important to listen, involve and react on the feedback received
Additionally, the establishment of a Supporter Alliance
from fans. A first step is to organise fan surveys
of Fan Board not only allows fans to influence the way
and assessments in which feedback on services and
in which the club interacts with them, but also stands
operations is collected. This data can subsequently
as a symbol of transparency and fan engagement.
be organised by topic, e.g. F&B, Ticketing and Club
Fans will feel more valued and display more positive
Shop. Based on this input, specific workshops can be
behaviours, including:
organised for club employees to share the results and
• More tickets are sold or sold at an earlier stage.
engage staff to become more supporter-focused. This
• Secondary revenue streams are more active and
approach will not only enable a better level of service
retention levels are higher.
to fans, but will also create an objectively measurable evolution in fan management.
Source: Anthony Emmerson, Supporter Growth & Services Manager, Stoke City FC, United Kingdom.
15
Case: Mobile Application - Viking Fotball Viking Fotball was one of the first Norwegian clubs to
What was particularly interesting about this, was the
boast its own ‘connected stadium’, according to the
fact that 60% of ’customers’ signed up for relevant
Connected League. This was not about the technology
services and content, and 55% pulled through to the
nor the Wi-Fi itself, but rather about creating a platform
e-commerce ticketing.
that provides the opportunity to develop relationships with fans and partners alike; from services like replays
The system enables the club to collect knowledge
to ticketing and interactive games.
about the fans and provide them with better services.
Fans using the stadium’s Wi-Fi need to first register
Source: Susanne Steenboel, Business Development
their contact details into the Viking Fotball CRM
Manager, Viking Fotball, Norway.
database, which resulted in a 45% increase in profiles.
16
FAN EXPERIENCE
As is often covered, the biggest competitor for clubs is not a rival club or sport, but rather home entertainment; with the ‘couch experience’ containing no barriers to entry and being accessible for everyone. It is therefore crucial to remove the friction of attending a live experience, by getting rid of the inconveniences. A more personalised and convenient experience that offers a variety of choices towards each fan is vital, so that ‘live’ experiences can beat the ‘at home’ experience.
JUVENTUS STADIUM TURIN (ITALY)
Creating a personalised experience A personalised offering can be created in different ways. Based on the data collected about visitors and fans, targeted services can be promoted. Loyalty programmes offer one way to provide fans with a personal offer, creating the feeling that the club cares about them. Additionally, these loyalty programs enable clubs to offer customised promotions to their fans.
INCREASING FAN LOYALTY AND REVENUES THROUGH LOYALTY – SKIDATA The Miami Dolphins are an American football team playing in the National Football League (NFL) located in Miami. In August 2014, the Dolphins, together with SKIDATA, kicked-off their new loyalty program ‘The Fin Club’. Club members collect points for interactions, such as surfing the club website, interacting on Facebook, following on Twitter or consuming F&B in the stadium. The collected loyalty points can then be exchanged for various services, such as special merchandise products or interactions with the team.
While the loyalty platform provides fans with a value-added experience, it is also producing real dollar returns for the team. SKIDATA has tracked the following results: • Nearly $3 per person spending increase on F&B by loyalty cardholders. • 59% of cardholders arrive at least 30 minutes early to the game when encouraged with points. • 39% of cardholders are swiping their cards at the F&B concessions. • 50% more spending in the first 60 minutes of gates opening.
20
The most recent advances in technology make it
Since Paris Saint-Germain (PSG) invested in an
possible to create customised content. Fans can now
upgrade of their online ticketing platform, online sales
select the replays they want to see, from the specific
have risen sharply from 18 to 92%. Additionally, the
angles they want to view them in. For example, at
average wait time has been reduced by 21%.
Children’s Mercy Park, home of Sporting Kansas City,
The possibility to ‘virtually queue’ for events, instead
the integration of replays has been much appreciated
of physically going to a ticket office – with the risk
by the fans. Since the stadium app included the replay
of not getting tickets – is another part of the added
function, it is the part that receives the highest average
convenience.
interaction time (over 2 minutes). Additionally, based on the players/videos that are being watched, specific
Once inside, the efficiency of processes is vital
commercial and merchandising offers can be created.
in the perception of any stadium visit. Therefore, technologies like cashless payments, which reduce the
Creating a convenient experience
wait lines at concessions lines dramatically, will play a major role. Furthermore, stadium applications start to
The way fans perceive their whole fan journey is critical
provide opportunities to pre-order F&B and pick it up
in terms of their overall fan experience. Therefore, it
at separate stands and even to order in-seat delivery.
is important to make this journey as easy and fluent as possible. This starts with a user-friendly online ticketing platform on which tickets can be bought in an easy way.
21
Providing choice Lastly, fans want to have options, they want to be able to choose the type of stadium experience they enjoy. Besides a more extensive F&B offering, premium content that visitors themselves can select (such as access to the dressing rooms, interviews, matchday statistics, etc.) and a flexible service (for example, the option to obtain a seat upgrade) can play a vital role in the fans’ overall review of their stadium visit.
Case: Providing a Unique Experience - Juventus FC The marketing department of Juventus FC studies
Fan Entertainment is divided into online activities
the match, targets and fans in order to achieve their
through the use of the stadium’s LED boards, giant
main goals of selling out the stadium and creating an
screens and audio systems, and offline activities, with
experience which is greater than expectations.
all of the entertainment activities in the concourses capable of providing targeted content for different
In terms of stadium attendances, Juventus is at the
groups. During the pre-match time, in the concourses,
top of Europe, with an average attendance of 39,082
young and old fans can participate in activities like
(94,2%), almost double that of the Italian Serie A
karaoke, young supporters’ school, mysterious player,
(22,213). Additionally, the club plays 80% of their
baby care and more.
games in a sold-out Juventus Stadium. Even more
The club finds it very important to listen to their fans to
relevant for the club, 50% of season ticket holders
further develop the services they provide. Feedback
arrive at the stadium 1 hour before the start of the
showed these activities are appreciated by the fans
game and 67% of occasional visitors arrive 2 hours
as well, with 78% responding that the entertainment
before.
activities play a key role. Additionally, 73% of visitors claimed these activities were able to improve the
In return, the club/stadium provides a unique range
stadium experience.
of services and products for visitors. The stadium contains 10 different hospitality areas, the Juventus
Source: Francesco Gianello, Head of Stadium, Juventus
Museum, 2 child care centres, a Juventus Mega Store
FC
and 10 Matchday Stores.
22
Case Philips – Lighting As a Connected Part of the Solution Todays stadia are all about Fan experience. Today’s
Helping spectators to find their specific seat or the
stadium owners have the target of keeping fans on site
nearest coffee bar. Data superimposed on the light
for up to 10 hours, with entertainment and catering to
beam is picked up by the camera on your mobile
fill the time before and after the event.
phone and translated by a dedicated app. This is what we call connected lighting, bringing
Lighting can help to support this experience.
all these elements within a stadia together, giving
Approaching the stadium, the Façade can start to
the stadia owner ultimate control and expanding
create excitement, it can be a beacon drawing the
opportunities to increase the Fan experience and
fan closer towards it. The façade can reflect the team
revenue.
colours, the sponsors corporate branding or a dynamic light show. The stadium will be a far more interesting
Connecting your venue from the facade to the
space to spend time before the event.
concession stands allows you to bring a consistent story to your audience. Being able to change that
Once inside, the lighting of the concessions, F&B and
story and increase the flexibility of the facilities
souvenirs attract the attention of people. The lighting
without increasing operational processes will create
in the VIP boxes makes the guests feel special and can
unique possibilities to increase efficiency and deliver
adapt to different conditions. Subtle for entertaining,
on customer needs.
low for watching the event, animated when goals are scored.
As Philips Lighting we have the capabilities and are able to connect the dots as we offer a total lighting
Today’s lighting not only delivers illumination but can
approach covering all the areas within your stadium or
be a backbone for other facilities. Light can be used
arena, inside and outside the venue.
to help positioning and orientation within the stadium.
23
FAN ENGAGEMENT
CAMP NOU BARCELONA (SPAIN)
Case: Audiovisual Experiences to Create Fan Engagement – Valencia CF Valencia CF invested in the integration of video content to improve the stadium experience in their
• To improve the fan experience and encourage the return of fans.
Mestalla Stadium. The venue contains 4 new HD
• To offer new activation models for sponsors.
videowalls (+ reference videowall), 2 robotic cameras,
• To integrate the stadium in the club’s digital
4 fibreoptic points for camera operators and a
strategy.
multiscreen production system. During matchdays, 7 dedicated staff work on the video content operations.
The intention is to extend the entertainment further than 90 minutes and make a bad result less decisive
The club is convinced that new technological
in the overall take-home feeling from the game.
possibilities demand new contact models with the
Additionally, it will contribute to a more diversified
fans, in which social media plays a crucial role.
entertainment (not limiting it to only football) and to increase the sense of belonging.
The club identified 3 main reasons to invest in this video content offering:
Within the approach, Valencia CF puts its fans at
As a conclusion, the club believes the emotion offered
the centre of the show; fans are the stars. All of the
through the product is as important as the product
video content is turned into a real story, producing
(i.e. the game) itself. It therefore wants to create a
qualitative content that is innovative and adapted to
return on emotion for its fans. They no longer aim to
the audience. The next steps for the club are to define
make fans buy a shirt after the game, they want to
the real value of the new opportunities and KPI’s in
make visitors and fans fall in love with the club.
order to be able to create a measurable return.
26
CREATING BETTER FAN ENGAGEMENT AT PARC OLYMPIQUE LYONNAIS WITH EVS’ FANCAST
FanCast - which is comprised of a number of EVS products - and DYVI are installed across Parc Olympique Lyonnais’ extensive production infrastructure, which includes two dedicated studios,
The French football club Olympique implemented
Lyonnais a
has
number
of solutions from EVS into its new Parc Olympique Lyonnais stadium in order to create better engagement with its fans through instadium infotainment and its TV channel OLTV. The club has installed EVS’ FanCast, a solution designed specifically for sports teams and venue operators, as well as a DYVI production switcher. The technology is used in-stadium to engage with fans through enriched live and near-live video content.
two production galleries and several editing rooms. These are all linked by a high-speed network. The production team ingests in-stadium camera feeds using the XT3 ChannelMAX live production server and creates highlights and replays using the LSM remote control - all of which is controlled and managed by the IPDirector content management system. The cloud-based C-Cast platform then delivers these clips directly to users’ mobiles via the Parc OL app while the XT3 ChannelMAX also plays them out to the instadium screens using Cisco’s StadiumVision. The speed of the FanCast solution means Olympique Lyonnais is able to give fans inside the stadium a comparable experience to those watching the match at home.
The products that make up the FanCast solution are
content and value from their team, and with EVS, we’re
also being used by the club in the production of its
able to meet that demand,” said Jean-Yves Meilland,
OLTV programming. These are used alongside the
Director of OL Images - the operators of the OLTV
IT-based DYVI switcher that’s been put in place in
channel. “EVS’ FanCast solution provides the live
the stadium’s production gallery and is used to cut
production tools we need to create daily programing
together the live content for the OLTV channel.
in HD for OLTV as well as use it to produce match day
video and deliver it directly to our fans faster, without
“Today’s football follower wants more information,
the need for additional expensive resources.” 27
Case: Fan zones to increase fan engagement – Ligue Nationale de Rugby It is the LNR’s ambition to create a ‘LNR’ and ‘Rugby’
• morning: activities aimed towards families
environment around the stadium, in order to further
with games based on rugby themes and direct
create a real rugby feeling and experience. Therefore,
broadcasts from the Rugby Party by a national
the LNR developed a well-defined strategy with the
radio
end goal to increase the fan experience and attracting
• lunchtime to mid-afternoon: a meeting place
a new public through the non-stadium events planned
for supporters of the clubs in the final with
besides rugby.
catering and drinks stands, photo shoots with the Bouclier de Brennus et player autograph
For the Top14 Final in 2015, the LNR organisesda
sessions throughout the day
variety of events, open to all types of public. In the
• late afternoon and evening: music provided by a
Rugby Fan Zone in front of the Eiffel Tower “TOP 14
DJ, direct broadcasting of the match and a free
Rugby Party” the LNR provided different activities
closing concert appealing to the widest possible
based on the specific part of the day:
audience
The fan zone was extensively covered by media with
Parade’ through Paris, starting at the Bastille and
the presence of 14 different media and over 80 media
ending on the Champ de Mars, to which 80 000
coverage events. The Rugby Village contained 2 giant
people participated. In total, this first edition involved
screens, showing engaging video content and a social
160 000 people, which provided a unique experience
wall, which received over 4000 tweets (via the hashtag
towards visitors and partners.
#TOP14RUGBYPARTY). In 2016, the LNR organised his final in the Camp The involvement of players, personalities and partners
Nou in Barcelona and beated the attendance world
enabled the LNR to create a unique experience inside
record for a club rugby match with more than 99 000
the village. The official fan shop in the Rugby Village
spectators.
sold over € 50 000, the 8 catering areas served over
At the end of the final, after the trophy ceremony, the
3000 meals and 2 bars generated over € 60 000 in
winners danced on the field with the famous DJ,David
revenues out of drinks.
Guetta, under a finishing fireworks
Additionally, for the Top 14 Final in Paris in 2015,
Source: Thibaut Chatelard, Marketing & Commercial
28
the LNR organised a 6km ‘Bouclier De Brennus
Director, Ligue Nationale de Rugby
CONTRIBUTORS
CONCLUSION
This case study aimed to bring together insights from
Through the right processes, from fan intelligence to
different aspects of Fan Entertainment management.
fan engagement, clubs and stadiums will be able to
Stadium
daily
develop tailor-made services to create an experience
operations all form part of the puzzle towards better
that will make fans come, come earlier and return to
customer experience, diversification of revenues and
the stadium.
development,
accessibility
and
organisational efficiency. Finally, this case study was conducted in the aftermath The integration of new technologies enables new
of the Fan Entertainment Workshop in Mestalla
opportunities for fan experience and additional
Stadium, Valencia. Fan Entertainment is one of
revenue generation. Technology plays a crucial role in
ESSMA’s domains of expertise and the association
the engagement with fans, interaction can be achieved
provides dedicated:
through various ways. Bi-directional communication and involvement of fans is crucial to connect fans with
Content (case study and in-depth articles)
the club and stadium.
Events (stadium tours and the ESSMA Summit) Expertise (key industry experts & ESSMA board
The competition of television demands a new
members, strategic partners and Stadium Partners)
approach, focusing on the unique experiences of attending live events. During these experiences, it’s
Visit our website www.essma.eu to get more
about removing potential friction of coming to a live
specific information on this area of expertise.
experience to get rid of all inconveniences, so the live experience beats the home experience.
ESSMA.EU