FC Barcelona has launched a new digital strategy that uses data to better understand its fans around the world, change consumer habits and improve tailored product and service offerings.
The club announced that a presentation of the new digital plan took place at SALA IDEAL – Digital Arts Center in Barcelona, during an event called “Barca Digital Vision”: Position, strategy and digital projects”, in the presence of Josep Maria Bartomeu, Guillem Graell and Enric Llopart.
The main objective of the new strategy is to help the club get closer to its fans to offer them products and services more suited to their wishes and needs.
The new digital strategy will see an evolution of the club’s revenue streams, making digital commerce one of the main sources of revenue in the years to come.
Barcelona said it was committed to developing and launching various own platforms to reach fans directly.
The club will work internally to put in place integrated systems of products, services and content to provide the best possible experience for fans.
Barca’s fan-centric model will include three main areas, starting with attracting a global audience. The social media and better content will be the main strategies used to improve this area. Barca eSports will also be used to attract younger fans.
The second area is that of entertainment and data, which revolves around the creation of entertainment content that will be integrated into projects developed under this new strategy.
“These two transversal areas will be structured around Barca Studios, the company created to create all the entertainment content that will be integrated into Barca’s different digital products.” Barcelona said in a statement.
The FRM (Fan Relationship Management) platform will also be used to better collect data from their own content to help them understand the fanbase.
This new model aims to further develop the business model. According to FCBarcelona, this new revenue from digital activity will help maintain our ownership structure, which is still in the hands of our 140,000 members.
