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Last updated on 2024年7月10日

What are the best ways to create new revenue streams and business models for your sports organization?

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In the competitive and dynamic world of sports management, you need to constantly innovate and diversify your revenue streams and business models. Whether you run a club, a league, a federation, or a media platform, you need to find new ways to attract and retain fans, sponsors, partners, and investors. In this article, we will explore some of the best practices and strategies to create new revenue streams and business models for your sports organization.

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Demian Bock

Entrepreneur Passionate About Sports | Sports Management | Sports Analytics | Sports Marketing
Oumayma ES-SAYDY

Com & Media intern @ FRMF | MSC Sports Management | Events Marketer & Organizer | "Open to Relocation"

1 Fan engagement

One of the most important sources of revenue for any sports organization is fan engagement. Fan engagement refers to the degree of emotional connection and loyalty that fans have with your team, athletes, or brand. Fan engagement can generate revenue from ticket sales, merchandise, memberships, subscriptions, donations, and more. To increase fan engagement, you need to offer them unique and personalized experiences, content, and interactions. For example, you can use digital platforms, social media, mobile apps, and gamification to create interactive and immersive fan experiences. You can also use data and analytics to segment and target your fans based on their preferences, behaviors, and needs. By creating value for your fans, you can also create value for your organization.

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Demian Bock

Entrepreneur Passionate About Sports | Sports Management | Sports Analytics | Sports Marketing
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Here are some effective strategies: - Digital transformation: streaming services ; online merchandise store ; digital content - Fan engagement and membership programs: loyalty programs ; fan clubs ; crowdfunding - Sponsorship and partnerships: brand collaborations ; event sponsorship ; naming rights - Esports and virtual events: esports teams ; virtual tournaments ; virtual reality experiences - Community and grassroots programs: youth programs ; community events ; facility rentals - Innovative ticketing strategies: dynamic pricing ; group sales ; VIP experiences - Data and analytics: fan data utilization ; customized advertising

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Oumayma ES-SAYDY

Com & Media intern @ FRMF | MSC Sports Management | Events Marketer & Organizer | "Open to Relocation"
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During any sports event, the organizer shall consider fan engagement as a crucial KPI to measure after the event's success, because it contributes directly to revenue generation, team performance, and the overall brand value, as well as the fan loyalty and support for the team.

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Olajide Alake

Independent Researcher | Innovating at the Intersection of Science & Technology | Expert in Research Methodologies & Data Analysis
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The sport business is, on one side sport for recreation, and, a business on the other hand. Because of this, the focus on people especially sport fan is the rally call. A successful fan engagement is the first step in creating fan's loyalty and improve revenue. Why? An engaged fan will undoubtedly attend matches, purchase merchandise, and commit considerable energy the development of the sport club.

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Jakub Myszkorowski

Legia Training Center ? Sponsorship, Communication & Marketing ?? Personal branding ?? Storyteller ?? Thought Leadership ?? Project Management ? High School Lecturer ?? Football Tactician, UEFA A Coach
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Engaging fans through social media platforms is another goldmine. Interactive content, behind-the-scenes footage, and exclusive live streams can turn casual followers into dedicated supporters. Did you know that Cristiano Ronaldo has more Instagram followers than any other person on the planet? ???? Leveraging this kind of social media influence can lead to lucrative sponsorship deals and merchandise sales.

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Manel Mazaira

BDM | Health & Wellness | Agile Coaching | PDD IESE
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El compromiso de los fans es esencial para generar ingresos sostenibles y crear modelos de negocio innovadores en el ámbito deportivo. Al ofrecer experiencias únicas, personalizar las interacciones y utilizar tecnologías avanzadas, puedes aumentar la lealtad de los fans y, en última instancia, incrementar tus ingresos. Conocer el "jobs to be done" de tus fans te proporciona la clave para elevar el ticket medio y maximizar el valor de cada fan para tu organización deportiva

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2 Sponsorship and partnerships

Another key source of revenue for any sports organization is sponsorship and partnerships. Sponsorship and partnerships refer to the agreements and collaborations that you have with other organizations or individuals that support your goals, values, and vision. Sponsorship and partnerships can generate revenue from fees, commissions, royalties, co-branding, co-creation, and more. To attract and retain sponsors and partners, you need to demonstrate your value proposition, your impact, and your alignment. For example, you can use storytelling, social proof, and evidence-based metrics to showcase your achievements, your reach, and your social responsibility. You can also use innovation, creativity, and flexibility to co-design and co-deliver solutions that meet the needs and expectations of your sponsors and partners.

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Olajide Alake

Independent Researcher | Innovating at the Intersection of Science & Technology | Expert in Research Methodologies & Data Analysis
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Undoubtedly, sponsorship and partnerships are key sources of incomes in modern sport. The attraction of sponsors and partner is however depends on the other factors which are both sport related and business related. The sport related factors include good performance that is consistent and enduring. As a case in point, the long term consistency showed by Manchester United FC from 1992 to 2013 helped the Club to attract and retain sponsors and partners around the globe. The more recent example is the consistent performance of Manchester City FC. Business related factor include the structure and operational capabilities of the sport club. A good boardroom signals sound financial and sustainable future.

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Manel Mazaira

BDM | Health & Wellness | Agile Coaching | PDD IESE
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Una buena fórmula, crea una propuesta de valor sólida. ?Cómo? - Narrativa de marca: Crea una narrativa convincente sobre la historia, los valores y la misión de la organización. Destaca cómo sus eventos y actividades pueden beneficiar a los patrocinadores al alinearse con sus valores y objetivos. - Prueba social: Utiliza testimonios, estudios de caso y ejemplos de asociaciones exitosas anteriores para mostrar el impacto positivo de sus colaboraciones. La prueba social puede ayudar a construir credibilidad y atraer nuevos patrocinadores.

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3 Diversification and innovation

A third source of revenue for any sports organization is diversification and innovation. Diversification and innovation refer to the process of expanding and adapting your products, services, markets, and channels to meet the changing demands and opportunities of the sports industry. Diversification and innovation can generate revenue from new customers, new segments, new regions, new niches, and more. To diversify and innovate, you need to conduct market research, identify gaps and trends, test and validate ideas, and launch and scale initiatives. For example, you can use surveys, interviews, focus groups, and online platforms to gather feedback and insights from your stakeholders. You can also use prototyping, piloting, experimentation, and iteration to develop and refine your solutions. By diversifying and innovating, you can also enhance your competitiveness and sustainability.

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Manel Mazaira

BDM | Health & Wellness | Agile Coaching | PDD IESE
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Desarrolla prototipos, pruebas piloto o MVP de nuevos productos o servicios y pruébelos en entornos controlados antes de lanzarlos al mercado. El pilotaje te permite evaluar la viabilidad y el impacto de sus ideas con un riesgo y coste mínimo - Experimenta e itera: Adopta una mentalidad de prueba y error. Lanza versiones beta de los productos o servicios, recopila comentarios de los usuarios y realiza ajustes según sea necesario.

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Jakub Myszkorowski

Legia Training Center ? Sponsorship, Communication & Marketing ?? Personal branding ?? Storyteller ?? Thought Leadership ?? Project Management ? High School Lecturer ?? Football Tactician, UEFA A Coach
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Embracing the digital realm is crucial. Launch an exclusive streaming service offering behind-the-scenes content, interviews, and live training sessions. Fans are hungry for more than just the games—they want the journey, the drama, and the stories. By providing this, you unlock new subscription and advertising opportunities. ???

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Varsha Venugopal

Sports Media and Marketing | Graphic Designer | Content Producer | Athlete and Coach (Karate)
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I explore different opportunities like hosting events, offering exclusive merchandise, and creating digital content like podcasts or training apps. Partnering with local businesses for sponsorships and collaborations can also bring in new income. By thinking outside the box and trying new ideas, we can find multiple ways to generate revenue and keep the organization financially strong.

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4 Licensing and franchising

A fourth source of revenue for any sports organization is licensing and franchising. Licensing and franchising refer to the process of granting or obtaining the rights to use your name, logo, image, or content for a fee or a percentage of sales. Licensing and franchising can generate revenue from royalties, fees, commissions, and more. To license and franchise, you need to protect your intellectual property, negotiate your terms and conditions, monitor your performance, and enforce your compliance. For example, you can use trademarks, copyrights, patents, and contracts to secure your legal rights and obligations. You can also use audits, reports, reviews, and feedback to measure and improve your quality and reputation. By licensing and franchising, you can also expand your reach and influence.

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Oumayma ES-SAYDY

Com & Media intern @ FRMF | MSC Sports Management | Events Marketer & Organizer | "Open to Relocation"
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Licensing and franchising should align with the overall fan engagement strategy. Offering high-quality, authentic products and experiences can strengthen fan loyalty and enhance the brand's reputation.

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5 Education and training

A fifth source of revenue for any sports organization is education and training. Education and training refer to the process of providing or receiving knowledge, skills, and competencies related to sports management, coaching, performance, or other relevant topics. Education and training can generate revenue from fees, grants, scholarships, certifications, and more. To provide or receive education and training, you need to assess your needs and goals, design your curriculum and methods, deliver your content and activities, and evaluate your outcomes and impact. For example, you can use online courses, webinars, workshops, mentoring, and coaching to offer or access learning opportunities. You can also use assessments, feedback, portfolios, and accreditation to demonstrate or recognize your learning achievements. By providing or receiving education and training, you can also enhance your capacity and credibility.

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Manel Mazaira

BDM | Health & Wellness | Agile Coaching | PDD IESE
(已编辑)
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La educación y formación representan una oportunidad muy relevante para generar ingresos y fortalecer la reputación y capacidades de la organización deportiva. Al evaluar las necesidades y objetivos, entregar contenido de alta calidad, y evaluar los resultados de manera continua, puedes establecer programas de formación que no solo sean rentables, sino que también mejoren la credibilidad y el impacto de la organización en la industria deportiva.

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Oumayma ES-SAYDY

Com & Media intern @ FRMF | MSC Sports Management | Events Marketer & Organizer | "Open to Relocation"
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Among the many revenue streams of sports organizations are the education and training component. Many clubs establish their education and training centers(for example in Morocco we have the center of the RCA club), and this center has helped greatly in achieving their credibility among their fans!

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6 Philanthropy and social impact

A sixth source of revenue for any sports organization is philanthropy and social impact. Philanthropy and social impact refer to the process of giving or receiving financial or non-financial support for causes or projects that benefit society or the environment. Philanthropy and social impact can generate revenue from donations, grants, sponsorships, awards, and more. To give or receive philanthropy and social impact, you need to identify your mission and vision, communicate your story and message, build your network and relationships, and report your results and outcomes. For example, you can use crowdfunding, campaigns, events, and media to raise or donate funds or resources. You can also use indicators, stories, testimonials, and awards to showcase or acknowledge your social or environmental impact. By giving or receiving philanthropy and social impact, you can also enhance your reputation and trust.

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Olajide Alake

Independent Researcher | Innovating at the Intersection of Science & Technology | Expert in Research Methodologies & Data Analysis
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Indeed, sport must transcendent mere recreation and business. It has to bring about changes and impact on the society. For instance, the use of sport games to promote equality and fight discriminations is a worthy course.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best ways to create new revenue streams and business models for your sports organization?

1

2

3

4

5

6

7

1 Fan engagement

2 Sponsorship and partnerships

3 Diversification and innovation

4 Licensing and franchising

5 Education and training

6 Philanthropy and social impact

7 Here’s what else to consider

Sports Management

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What are the best ways to create new revenue streams and business models for your sports organization?

1

2

3

4

5

6

7

1 Fan engagement

2 Sponsorship and partnerships

3 Diversification and innovation

4 Licensing and franchising

5 Education and training

6 Philanthropy and social impact

7 Here’s what else to consider

Sports Management

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