Turning engagement into assets
Part 2 (the opportunity). A club that holds its own fan data, has consent to use it and can reach those fans directly can build products to be sold to and benefit sponsors even during a bad season.
More issues
The invisible impact on revenue of a never-ending engagement treadmill
Part 1 (the challenge): A win or a new signing brings a surge of fan attention, and clubs invest in content and campaigns around it. But no budget shows the revenue they miss by not knowing who those fans are or how to reach them in the future.
A global number of fans and followers is an incomplete asset
Exposure still sells, but it doesn't build you an audience you know and can target directly. That void is precisely where so much of the media and advertising revenue is slipping away.
The media precedent: sport holds the fan relationship but leaves the data to others
Sports organisations risk repeating the precedent of media brands by leaving valuable data to third parties.