The digital revolution in sport


Infront’s Executive Director - Digital, Production & Sport Solutions - Claude Ruibal discusses the digital revolution and how sports organisations are staying on top

People often talk about an ongoing digital revolution both in sport and as a whole. It’s true that we have reached a point in time where sports have found new ways to deliver their content to fans. The unlimited capacity to show sports content on a variety of platforms grants fans new access to an event that they have previously never experienced.

There is a lot more accessibility, personalisation and portability, and that in turn has changed the rights holder’s potential array of sellable rights.

Sports organisations are finding it increasingly important to build a personal relationship with fans to provide them customised offerings. There are so many alerts and notifications attacking fans on a daily basis. The more sports can tailor their messaging to an individual and reinforce that consistently, the more likely they will convert a potential customer into a consumer of their sport.

The secret is to gain consumer trust, leading to a registration and, as a result, discovery. You can target the things they care about the most and consistently deliver those experiences to them.

With thousands of sports channels, offerings have become much more specialised. The revenue business model is no longer about reach; rather the economics are becoming more focused on delivering a specific audience for brands. Offerings that provide a solution to a fan’s specific sports interests, combined with the ability to access that content anywhere in the world, allows a rights holder to aggregate a global audience and provide them exactly what they want. You create for them a daily destination for the things they love.

This targeting helps brands be more specific about to whom they are marketing, and as a result delivering a higher conversion for the products they are selling.

Claude Ruibal