The Power Of Sport

There’s so much to say about sport and we all know that emotions make sport very strong. Strong in terms of the connection with fans and strong in terms of sponsoring and finding a brand fit. Culture and the role of sport in society, the economics of sport, sport marketing, there is so much to discuss and so many interesting fields.

Within sport, but also broader, I see design, marketing and tech & data as my main components of interest and I always try to learn new things, read articles and books and watch videos or follow webinars to make myself more familiar with those different aspects and making sure I follow new trends.

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Make Sure They Remember You

Design is not an isolated term and can entail several things, think of the aesthetics of a football stadium or an indoor arena, the shape of a specific product, the attractiveness of a website or the strong and clear way your brand is presented and put into the market.

Next to that we have certain principles like design thinking to shape and integrate innovative ideas and research design to integrate different components of your study in a coherent and logical way.

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Stand Out From All The Noise

Marketing is described by the American Marketing Association as: “The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

You have different types of marketing with influencer marketing now getting a lot of attention thanks to the rise of social media. Other topics can be brand, marketing research and we all know that communication is intertwined and a logical next step after you have defined your marketing strategy.

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Technology To Support You

There is a common framework called PPT: people, processes and technology. Those three elements are vital components when thinking of organisational transformation and management.

A hot topic nowadays is digital transformation and sometimes we tend to forget that it is still about people and having - or changing - a culture, but tools and technology can support you of course in achieving your goals.

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16Mar2022

Webshop principles

A webshop for a football club or sports club in general is an important part of the overall organisation. There are some good examples of integrating certain principles. Smaller clubs (in different sports) tend to make use of an existing platform where they can upload their shop items and then customize platform colours, add a logo and so on, but it still feels as a separate part (because the powered by or logo from the ‘facilitator’ in this case is still present). This can be an option when your merchandise offer is for instance quite small and you don’t want to go through the whole hassle of setting up an own platform (just to note that when you’re small, it doesn’t mean your merchandise offer should be small too, but make sure it makes sense of course).

You can have your own ecommerce platform and there are several options here in terms of software/the platform and it will depend for instance on your available budget, but it can also be the case that you’re bond to certain sponsorship deals and simply need to use certain software. A trend, or let’s call it an observation, is that platforms like Amazon are being used, established ecommerce platforms and networks where people can find your merchandise too next to the own ecommerce platforms.

I’ve put together some general principles to think about for your ecommerce platform. I will share screenshots, not specifically of platforms from sports related teams and not specifically in terms of best in class, but more as an example; you can implement this in a dozen ways. This list is of course not exhaustive.

Adding opening hours of the physical store

Providing information about the physical store

Call to action to create your profile
Showcasing your benefits

Putting actions/themes in the picture

Get notified when a product is available again or when an exclusive product will be available
Pages for specific products or certain actions on separate landing pages
Have exclusive/temporary items in your shop

Let people buy a composite package
Option to check stock; have the product delivered or collected in the fan shop
Give a product as a gift, not sure it would arrive on time? Use a signed card (or something else of course)
Discounts for club members
Have shop rewards
Up-sell in shopping cart / when you need to pay
Show contact info clearly during checkout
Under GDPR, make it clear that details will be kept safe and not shared and according to your privacy policy
Tooltips to provide information – where people tend to ask questions
Have a 360° view of products
Shop newsletter
Show faces, not only products