Professor of Digital Transformation at Johan Cruyff Institute and PMO at FC Barcelona, José Luis Beltrán examines the keys to the digitalization of football clubs in relation to the fans and the experience in the stadium
Digitalization is rapidly transforming the football industry on multiple levels. Concepts such as digital fan, smart stadiums, and loyalty are beginning to gain relevance in the management of football clubs. However, new technologies also present challenges that must be addressed to fully capitalize on the opportunities they offer.
In this interview, José Luis Beltrán, professor of digital transformation at Johan Cruyff Institute, analyzes these challenges faced by football clubs in meeting the demands and needs of fans and sponsors.
Through his work as Product Manager at FC Barcelona, José Luis Beltrán has accumulated several years of experience in digital practices for football clubs. In this interview, he discusses the technological challenges based on three central concepts: digital fans, digitalization strategies, and smart stadiums. The goal, says José Luis, is to better understand and segment fans to offer them a unique experience.
As a Digital Transformation teacher, what professional experience do you have?
I am an engineer, but I have been working in business areas for about 10-12 years. In these roles, I apply all my technological skills to develop different business strategies, including revenue generation. I have been working at FC Barcelona for almost 10 years, and it is a dream come true because every day at Barça presents a new challenge; every season is a new project. There are always innovations, new digital practices, and developments, which provide daily enthusiasm and motivation.
At FC Barcelona, I work in the business and facilities department and belong to the project office. Essentially, we turn business strategy into reality. For instance, regarding the digital fan concept, our job is to identify those who want to engage with our brand, whether by consuming content, experiencing events, or purchasing products we offer. Our goal is to ensure that each product or service from our brand delivers the best possible experience for that fan.
José Luis Beltrán, Professor of Digital Transformation at Johan Cruyff Institute.
Let’s start with the first point, the digital fan. How do you think digital technology has changed football fans?
From an experiential perspective, digital technology is already integral to all fans. For example, we consider mobile as the primary entry point and connection to the fan. Every time we launch a project, we ask ourselves what questions or needs our fans have to reach us. We consider how we can enhance the user experience from mobile. For instance, many clubs are launching their own OTT platforms. This creates a daily and immediate connection with the fan, allowing us to leverage data and understand what and how our fan is consuming.
“Through a mobile purchase, the user can organize his trip, choose which monuments or tourist spots he will visit, and end up in our stadium. Another example could be the possibility of upgrading the ticket: someone who does not have good visibility can improve the quality of their seat by buying another one.”
All these possibilities can be managed through the cell phone. The key is data analysis, which enables continuous improvement—match by match, day by day, minute by minute. This allows you to better understand what the fans want, whether they are in the stadium or at home. This way, we can offer them better service and a better experience.
What about clubs looking to use digital platforms to encourage fan engagement? Recently, Johan Cruyff Institute held an event in Costa Rica, where there is no 5G. How could these clubs innovate?
Not everyone has connectivity wherever they go. If there is no connection in the stadium, for example, for security reasons, social networks are a good tool to understand the digital fan. It is undeniable that almost everyone has a profile on social networks nowadays. So, they can be used to develop storytelling about the services offered in the stadium. You can give fans an idea of what the experience will be like.
Today, social networks offer highly segmented profiles at the data level. Therefore, clubs can anticipate what content fans consume on social networks and offer them what they are looking for. The idea is to personalize the experience before they arrive at the stadium, so that when they get there and enjoy the game, it will be unforgettable.
Digitalization in football clubs is both a present and future necessity. But how can a football club be digitalized? What kind of strategies are there for a football club?
The first step is to strengthen and unify all services. We are used to seeing multiple apps for different services within football clubs. It is important to consolidate all services into a single app. Nowadays, we experience stress due to the numerous apps we have to manage.
Secondly, and this is something I always emphasize, is the constant analysis of our fans. The key to digitalizing football clubs is the continuous analysis of fans, their interests, and needs. What do they need, what are they looking for, what do they want? Football or sport is just one form of entertainment, so competitors include Netflix, YouTube, or theater. It is crucial to analyze what they do: the recommendation algorithms used by HBO, YouTube, and Netflix. The important thing is to analyze our fans and personalize their experience.
What does it mean to be in a smart stadium?
A smart stadium, or intelligent stadium, is one that connects in every sense: from security, access, supply, and services. The key is the connection between the club and the fan, the fan and the stadium, and the stadium and the club. The cornerstone of all this is connectivity. That’s why communications need to be well-developed.
“The other key point is mobile. From a security point of view, having the ability to notify the customer of a problem via mobile. From a content point of view, sharing what the fan or customer wants. That makes them feel part of the brand.”
In essence, it’s about having a constant flow of connection between the club, fan, and stadium. Players also play a significant role in this experience. It’s no longer just about the game itself; there are also pre- and post-game experiences. We are creating products that are very close to the player and very exclusive. The cornerstone is the stadiums—connected stadiums. Next is gathering more information about the fan and getting to know them better.
Johan Cruijff. ArenA, the AFC Ajax stadium, is an example of a smart stadium.
So, could smart technology revolutionize the in-stadium experience?
Yes, absolutely. When we talk about smart technology, we mean a more powerful connection and advanced Big Data with constant predictive analytics. For example, for the security team, understanding access control and anticipating any potential issues is crucial. By incorporating increasingly smarter technology and more powerful algorithms, predictive capabilities are expanded.
This anticipation can be applied to both supply and product development, as well as operational processes. Providing our stadiums and clubs with more intelligence and data will give us an advantage with our fans. We will understand them better and know what they want. Facilitating the process, service, and connection with our fans will help us deliver a highly positive experience.
Is it a challenge for clubs and stadiums to be recognized as smart stadiums?
Yes, or 5 Star Stadiums. When starting a stadium construction project, it’s important to consider connectivity. Partnering with a communications provider can integrate a predictive model into access control. This allows for both security-level access control and dynamic pricing. You can determine the best price for that experience based on the type of fan and segment. These two elements are what turn stadiums into smart stadiums. Of course, this relies on continuous data analysis.
“Sports clubs that do not become digital powerhouses by 2025 will not only fall behind and lose money and fans, but the stagnation will seep into the locker room and ultimately lead to their downfall on the playing field.” What are your thoughts on this statement?
Regarding the first part of the statement, the risk of not knowing your fan is real. If you’re not connected with them, you will offer outdated, poorly suited products. Fans have needs, and you must understand them. The rest of the statement holds true as well; stagnation can affect the club’s income generation and overall performance. There may be a general standstill in all aspects that impact the sporting aspect.
We often think of football or sport as something emotional, which is true because it ignites passions. However, we cannot lose sight of its business nature. It is important to view a football club as an industry that must continually grow. Johan Cruyff Institute educates from various perspectives, whether business, marketing, sponsorship, or legal. This prevents stagnation in the industry. Football clubs aim to grow, and generally, there is good communication among them. Rivalry on the pitch is one thing, but at the corporate level, sharing experiences is positive. The goal is a common good: for the football industry to grow and reach more and more fans.
