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WiFi in stadiums: a source of revenue for football teams, sponsors and brands

WiFi marketing, as a tool for business and digital transformation, has gone from being a trend exclusive to airports, restaurants and shops to reaching massive spaces such as stadiums and shows such as football matches.

The congestion of mobile networks in stadiums and the need for spectators to consult up-to-date match information, follow live commentary and share their experience on social networks, have made it essential that there is WiFi in stadiums, and that it is stable and of high capacity. In addition to this, in Colombia, and according to a report from the second quarter of 2018 by MinTIC, 79% of mobile lines operate under prepaid plans, so the majority of the population has little coverage and data, which leads them to need WiFi constantly.

WiFi in stadiums to attract and retain customers

But in addition to being of great benefit to fans, WiFi in football stadiums has become a unique business opportunity for football teams, their sponsors and even for all brands that want to reach this segment of the market.

The great advantage is that today, almost all people who attend a football match have smartphones, and this allows them to take advantage of technology and connectivity to provide them with better experiences and content.

Initially, the only point of contact between football teams and their supporters were matches and some events such as shirt signings, but over the years this has been complemented by merchandising marketing, official stores, communities and fan pages on social networks and team websites with integrated online stores. And now, WiFi in stadiums arrives with a new scenario full of possibilities.

According to Diego Rodríguez, CEO and co-founder of Colombian WiFi Marketing solution OhmyFi, “While the visitor manages to access information in the match that previously they could only have through transmission and coverage on television, radio or the Internet, football teams and brands can retain them with interactive, digital and participatory marketing strategies, obtaining valuable data in the process to be closer and closer to them”.

Sources of Income for Football Teams and Sponsors

Today, the football industry represents a million-dollar business for both football teams and top brands. According to figures from the study, ‘Football Money League 2019‘ of Deloitte, the 20 football clubs with the highest turnover in the world, led by Real Madrid, F.C. Barcelona and Manchester United, accumulated 8.3 billion euros in revenue during the 2017-2018 season, achieving an all-time record.

This revenue comes 43% from broadcasting rights, 40% from commercial agreements with sponsors and fewer and fewer from match tickets sold in stadiums or through intermediaries (17%).

In Europe, football teams’ revenue from sponsorships is led by brands in the beverage sector (25%), followed by finance and insurance, fashion and textiles, transport and tourism, and gaming and betting, according to figures from Havas Sports & Entertainment.

For its part, OhmyFi has carried out a study that shows that in Colombia the scenario is not very distant, since 55% of the sponsors are from the beverage sector. However, this is followed by the government through several municipalities (15%), giving way to retail, finance and insurance, technology and gaming and betting on the list.

This shows that football team sponsors are becoming more diverse, and that the market segment represented by stadium-goers is attractive and beneficial to companies and brands across industries and categories.

Advantages of Adopting WiFi Marketing in Stadiums and Football Matches

A million-dollar business in which there is room for all kinds of brands urgently demands new marketing practices and, with them, new ways and channels of revenue generation, such as WiFi Marketing in stadiums and football matches. With the digital transformation and innovation brought about by new technologies and marketing trends, there are still thousands of untapped opportunities.

The truth is that, while the effectiveness of a traditional advertisement is difficult to measure, sponsoring WiFi in stadiums allows, among other things:

  • Record and measure connections
  • Capture user/visitor-specific data
  • Interact and communicate with the user
  • Monitor real-time user behavior and interactions
  • Generate new revenue
  • Quickly position a product or service in a new market segment
  • Funding and solving a user need at the right time
  • Build user loyalty and achieve greater brand recall through links to a positive and exciting experience and scenario

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