2 minute read
Embrace the revolution - Learnings from the world of sport
The Speaker: Juli Ferre Nadal
Juli has 15 years of experience developing international sponsorship strategies for top entertainment and sports properties, including FC Barcelona and AS Monaco FC.
The meetings industry has a lot in common with the sportsworld. In his presentation, Juli Ferre Nadal described thesports events of the future. An inspiration for our industry?
The digital revolution is a reality
The digital revolution is impacting the sports industry as muchas others. With the blockchain technology, the future willinclude NFTs, Fan Tokens, Metaverse sport experiences, witheven the possibility to experiment a full immersive experiencethrough cameras on players’ shirts or helmets.
However, the COVID-19 pandemic with a brutal halt oncompetitions followed by a period with games but no public,was the wake-up call the sports industry needed to realise thatthe magic is in the live experience, and digital can not replace it.
Embracing the full live experience
But now we know what we can do from home and thetechnologies are in place, we need to change perspectiveand realise it is an effort to attend a sport event. Of course theappeal for the big events will still be there but how about thesmaller events? People will need a real motivation and clearadded value to make it worth their time and money to attend.The competition is not with other sporting events anymore, it’swith Netflix or Disney +.
Attending has to be about the experience, the storytelling thepersonnalisation.
The uniqueness of the experience is critical: provide access to the backstage, meeting the players, create an experience for the entire family with kids programmes…the creativity is endless.
Hybrid model – the winning formula
The hybrid model has been going on for a long time in thesports industry with a choice between being in the stadium orwatching on TV. An additional choice is emerging, with metaspectators.
The hybrid model provides a unique opportunity to grow theaudience whilst generating added value for the sponsors andfurther engage the community and loyalty.
According to Juli Ferre Nadal, the winning formula consistsof a mix of a meaningful live experience with a rich digitalexperience. Certainly something that can be applied to themeetings industry!
