FLORENT COULON, LEGENDS INTERNATIONAL How can venues in Europe attract and engage fans like the US?
Images: Legends International an engagement has become an
There is a different culture to the way that
advancements.
important topic for sports teams,
sport is consumed in the US compared to
Some clubs that play in stadia were built over
leagues, and federations in recent
Europe, with entertainment being ingrained
a century ago, and deploying such technology
years.
in American sport and the overall experience
is simply not feasible, so they must look to
Clubs in particular are beginning to appreciate
being as important as the end result.
other monetisable features in the ground.
the monetisation opportunities that exist when
The scale of sporting events in the US also
It is about knowing your building and
fans are placed at the core of the sporting
tends to be larger than Europe, with everything
maximising every possible revenue opportunity
action rather than merely witnessing the event
about the matchday being monetised wherever
– whether that is a gaming or eSports area,
as spectators.
possible.
merchandise booth, or mobile bar unit –
The modern sports fan has changed over the
Technological advancements tend to be rolled
anything that contributes to the fan experience
years and clubs understand the importance
out in their infancy in the US, a general trend
and doesn’t require huge expenditure.
of providing an experience as part of the
that applies to sport as it would to any other
Another trend that we are seeing in European
matchday away from just offering high-quality
sector.
stadia that stems from the US, is the improved
seats.
One such trend on the rise is 5G, with
offering of seating options, with improved
The challenge for teams and stadium owners is
approximately half of the NFL teams currently
facilities and more diverse experiences in
to diversify and build value in the experience
deploying the technology in some capacity,
general admission areas.
they provide through food and beverage,
though it remains in the early stages of
Premium experiences no longer relate purely
technology and merchandising.
development.
to VIP and hospitality tickets, with reserved
To do that, they need to know their fans and
Some European clubs have become early
seating, food and beverage opportunities,
their audiences, and identify what they are
adopters of 5G, with German Bundesliga
fast track queues and parking introduced for
expecting. It’s something that football clubs in
outfit VfL Wolfsburg already in the process of
regular fans.
particular are starting to embrace so they can
trialling their own 5G app, that will provide
That is not to say there have not been
provide services that drive loyalty and make
fans with in-game features such as enhanced
advancements in the corporate hospitality
sure people come back to the venues.
match statistics and player performance data.
offering for fans, with the introduction of
At the heart of any matchday experience is the
This new technological wave, alongside the
features like The Tunnel Club and Loge Boxes
stadium or arena, and European venue owners
likes of virtual reality (VR) and augmented
proving popular.
are looking to the examples set by their US
reality (AR) will undoubtedly help clubs to
Manchester City and Tottenham Hotspur have
counterparts to ensure fans arrive earlier and
better engage with their fans, but not all clubs
replicated The Tunnel Club, which gives fans
stay later.
have the existing facilities to deal with such
backstage access to see the players as they
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