'Marketing and PR have long been a cost for clubs. Thanks to the digital revolution, they are becoming a revenue model,' writes De Tijd. With daily video content, targeted data marketing and brand new media formats, soccer clubs are increasingly competing with the classic media players. But: 'the Belgian frontrunner is Club Brugge.'
More and more top clubs are opting for their own content. AC Milan last week launched Milan Media House, a brand new in-house production house with 40 employees and 1,000 square meters of recording studios and offices. Bayern Munich is getting its own series on Amazon Prime, and the series "Sunderland Til I Die" scored high ratings on Netflix.
Club Media House, unapproachable in Belgium
The trend is also quietly percolating in Belgium, but no one is doing as well as Club Brugge. With Club Media House, Club has its own team of filmmakers, copywriters, graphic artists, designers and presenters. It results in a continuous stream of articles, TV shows, clips, mini-docs and even a real radio show on New Year's Eve. At the same time, the production house operates as an advertising company for sponsors. They get online value for money, in addition to classic billboards, LED boarding and VIP packages,' writes De Tijd.
That soccer clubs are increasingly evolving into a strong advertising company has one big cause: data. 'Companies are keen on consumer preferences and profiles of fans. They more readily share that information with clubs. These are 'love brands' much more than ordinary companies, every marketer's wet dream," according to De Tijd.
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