BACK TO THE FUTURE OF FOOTBALL

In these two meetings in particular we will address: First, the topic of the football product within the entertainment industry, and as such how it competes on the market with the different formats, the different platforms, and above all with the different, constantly evolving targets. Football has “increased” compared to its competitive matrix. The inextricable intertwining between economic globalization and technological progress has in fact expanded the “playing field” beyond imagination, once physically limited by national borders and stadiums. Football clubs have become players on the media circuit. They have risen – in a broad sense – to the role of media companies which, through the core business of competition, produce content aiming at two objectives. Sports entertainment can now be enjoyed everywhere, through any type of IT support and at affordable prices. There are no more barriers and duties. And this is also why competitors are rapidly changing.

In the second, however, the topic of partnership and sponsorship in the world of sports and football will be addressed. What are the new opportunities, especially in marketing, sponsorship, and communication? How has it changed in the relationship between a company and its fans through partnerships? Sponsorships play an essential role in broadening visibility and generating revenue. The digital marketing landscape evolves daily, with the development of new marketing approaches and strategies to achieve KPIs in an ever-evolving phygital environment. In recent years, marketing trends such as influencers and content creators have set new goals for marketing departments such as new collaborations in the fashion style field and beyond. However, even today, these marketing strategies, while successful, have not been able to connect directly with the end consumer, in this case, our fans.