Fan Engagement

Latest Features

Spanish football giants Real Madrid have grown digital revenues over 30 per cent over the course of five-year partnership with Microsoft, creating a digital marketing platform that allows the club to engage with, and learn from, it's 450 million-strong global fanbase.

As dedicated facilities are becoming more commonplace, Rick Snider looks at how sports venues are becoming more adaptive for autistic people.

Football has embraced social media in a huge way, but will its focus on digital technology undermine grassroots participation? Frank Dunne asks if the game is in danger of eating itself and looks at what Uefa is doing to prevent this.

Data-led fan engagement platform Fortress and Barclays have developed a new universal payment scheme at Aston Villa FC, aiming to deepen the connection between a club and its fans and open up whole new commercial revenue opportunities in the process.

The Houston Astros MLB team has big plans for its future, in spite of recent disappointment in the 2019 World Series and recent issues with a executive who was fired. Eric Fisher takes a look at the projects the team have in store.

Major League Soccer team Chicago Fire has unveiled a comprehensive brand refresh, which includes a new logo and a tweak of its name, ahead of a move to Soldier Field in 2020

The National Hockey League will experiment with its new puck and player tracking system at the Honda NHL All-Star Game in St. Louis, Missouri, on January 25, 2020

MLB club revives its iconic "ball-in-glove" logo

DAZN Media, a wing of the DAZN sports OTT platform, is creating a social media content campaign for German Bundesliga club Borussia Dortmund, aimed at fans in Thailand, Vietnam and Indonesia

Features

Bob Williams looks at how the San Francisco 49ers looking to create a better game-day experience for their fans, starting with the concessions stand.

Expansive size and density of some of US' largest sports facilities provide a fertile environment to experiment with next-generation mobile technology. Story by Rick Snider.

The arrival of Jack Hughes as the No.1 NHL Draft pick and superstar defenseman PK Subban has generated a wave of optimism around the New Jersey Devils. Bob Williams speaks to the Devil's new president Jake Reynolds about his long-term commercial plans for the franchise.  

The Badminton World Federation has launched a format variation, aimed at capturing new players and viewers. Badminton World Federation Secretary-General Thomas Lund tells SportBusiness' Asia editor Kelvin Tan what's next for Air Badminton.

Mark Waller joined McLaren Racing in May from the NFL, becoming the British motorsport team's managing director of sales and marketing. He's relishing his new role, and sees opportunities to drive the business forward in adding consumer-facing sponsors, creating more digital content, and expanding the team's already impressive esports programme.

Vodafone and the Bundesliga launched a world-first use of a 5G mobile network in Wolfsburg’s Volkswagen Arena on Monday night. Adam Nelson reports on how the technology can bring second-screen engagement to the match day experience.

SportBusiness talks to YouTube’s head of sport EMEA, Tomos Grace about Sky Sports' recent decision to make Premier League match highlights available on YouTube.

With a decline in media and betting revenues associated with the closure of multiple retail bookmakers on the cards, Ben Cronin looks at how senior stakeholders in British horse racing will react to this threat.

Never knowingly understated, Irish bookmaker Paddy Power's latest marketing activation ended up garnering a £50,000 fine for one of its partner clubs. Adam Nelson takes a look at the story behind the betting company's 'unsponsorship' of five UK football teams, and whether the campaign can maintain relevance and visibility throughout the season.

The city of Las Vegas is not immediately recognizable for its reputation as a sports hub. Bob Williams looks at how it is transitioning "from the entertainment capital of the world to the sports and entertainment capital of the world".

Stadium designers are increasingly turning toward psychological and anthropological research to guide the development the next generation of NFL facilities and create comfortable, as well as Instagram-able, venues. Randy Williams reports.

The International Ski Federation is ramping up its global engagement efforts as it builds towards Beijing 2022, with its secretary general, Sarah Lewis, describing China as “the biggest opportunity for winter sports in the last 50 years”. Adam Nelson reports on how FIS is using its digital strategy to encourage consumers to take to the slopes.

Surrey County Cricket Club has seen a surge in ticket sales thanks to England’s victory in the ICC Cricket World Cup and a new family zone at the Kia Oval. Chief executive Richard Gould talks to Ben Cronin about the club's commercial successes and offers his take on the ECB Hundred.

Legal battle revives tension that previously existed between the MLB club and the design firm that helped create iconic character.

Adam Nelson reports on how the International Cricket Council revamped its broadcast coverage ahead of the 2019 Cricket World Cup, focusing on storytelling to attract new audiences and break digital engagement records

In order to develop their presence in China, the NHL have sent Alexander Ovechkin on a one-man ambassadorial trip to Beijing this week. Bob Williams talks to David Proper, executive vice-president of media and international strategy, about how ice hockey's governing body is leveraging its players' star power.

The Premier League has long been the top international football league in Asia. As the 2019-20 season begins, SportBusiness Asia spoke to the Asian offices of Spain’s LaLiga and Germany’s Bundesliga about their work to challenge the English league’s position.

SportBusiness speaks to Fifa's chief women’s football officer, Sarai Bareman, to get her reflections on the 2019 Women's World Cup in France and hear how she is hoping to leverage the momentum gained from that event to further develop women’s football around the world.

Major League Baseball's developing esports strategy, much more inclusive and based on a game title much simpler to play, veers heavily from other major US sports properties