Master of Communications: Innovation, Digital Strategies, and New Fan Engagement Models in the Football Industry

The introduction of new communication models and the challenges of contemporary football have brought new hurdles and creative strategies to optimize fan engagement. Fans, being the primary interest of the clubs, must actively be at the center of any targeted action. This was the main topic of the “Master of Communications” panel, held during the seventh edition of the SFS.

On stage, several managers from the football industry, such as Ian Taylor – Head of Communications at West Ham United FC, Nick Speakman – Global Head of Social Media at Manchester United, and Franckie Tourdre – Director of Communications and Media at Olympique de Marseille. With Riccardo Nasuti (World Soccer Agency) as host, the panel covered a wide range of topics

“Today’s football fan is very different from the past, and this is particularly evident thanks to social media. Beyond the ‘local fans’ – loyal to the community and consuming daily content about their team – there is also a global audience of scattered supporters“, said Nick Speakman. This sentiment was echoed by Franckie Tourdre, who emphasized the importance of enhancing the football brand from an international perspective. How? By focusing on cross-cutting and personalized content, such as lifestyle, capable of broadening the spectrum of potential fans.

A fan engagement strategy must therefore target generationally diverse audiences, united by their passion for their favorite team. In London, at West Ham, the focus is heavily on heritage, leveraging broadcasting platforms. The aim remains to create international content that reflects the club’s history and initiatives.

“In the past, we could only rely on traditional channels, like television or print newspapers. Today, we have twice the opportunities and tools, even in-house. For example, we recently developed visual content that allows fans worldwide to discover our city. That’s why we decided to build our visual identity around Marseille’s iconic and scenic locations“, explained Tourdre, stressing the importance of personalization and diversification within a broad digital ecosystem.

This activity didn’t stop even during the Covid-19 pandemic, which perhaps even accelerated the explosion of digital platforms and alternative assets like podcasts. It has been a 360-degree revolution, impacting even moments that were unthinkable to shift online just a few years ago. For example? Match day. On this topic, Taylor shared his thoughts: “The keyword is balance. You need to ride the trends, but never forget your roots. Match day was once a sacred moment, with precise rituals. Today, everything has moved online, but certain dynamics remain intact“.

Another topic that sparked intense debate among the three speakers was the transformation of the football player’s role: today, they are full-fledged influencers, with younger fans likely supporting the player more than the club they play for. A shared solution discussed on stage could involve leveraging a player to engage with a specific community. For example, London’s multiculturalism allows West Ham to utilize Emerson Palmieri to connect with Italian emigrants.

Nick Speakman highlighted the importance of using specific digital channels based on the operation at hand and the target audience, never forgetting how football and entertainment go hand in hand. The final part of the panel focused on women’s football, still a relatively unexplored market and a creative laboratory. “At Manchester, we are gradually expanding the team of professionals dedicated exclusively to women’s football, which in a few years will explode and offer even more opportunities than it already does today“, concluded the Global Head of Social Media for the Red Devils

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