Does my team need an official app?

With the world cup in full swing you could be forgiven for thinking all eyes were on Russia. Living rooms, offices and bars have been transformed into make-shift fan zones as fans get their daily fix of football action.

Away from the excitement of Eastern Europe, sports club’s prep work for the 18/19 season is well underway. Sponsorship's are being renewed and signed up, the social activity around player signings is being drafted and the ticketing teams are working their magic to ensure the “full house” sign can be held aloft as early as possible.

Budgets are also being agreed. While the majority of a club’s spend is on their playing staff; the left over schillings sent the way of the marketing department shape the activity.

Marketing departments need to decide how best to get bang for their buck. One such luxury is an official app.

The age old modern question of “do we really need one?” gets bandied about. Apps mean work. They need to be managed, they need to get out there so people can download them and they need to be developed, which means planning. They need a strategy.

In 2018 it is a cardinal sin not to have a mobile responsive website. Everyone should. A strong experience led website will give fans the information they need to stay on top of their club. However web pages only offer so much and that is where an app can step in. It can enhance the mobile experience. Done right an app can have a real value add for a club. We take a look at some of the benefits of having an official club app.

Streaming

OTT is a hot topic right now. The entry of Amazon as a media buyer to the world of football has changed the game. Facebook and Twitter have done it in the past with other sports outside of football and Rugby and will at some point move into these field. Streaming live on a social channels for free is devaluing an internal asset; clubs don’t get data, they generate no revenue and favorable metrics ensure distortion of viewing numbers.

Allowing fans to watch streamed content on an official app enhances the experience, allows for sponsors involvement and if required can have a paywall element. Behind the scenes exclusive video content adds to the stickiness of the platform.

Augmented Reality

Another sizzling topic. Augmented reality brings stadiums to life. Turn the stadium carpark into a game. Bring a jersey to life. Create experiences with players for fans. A/R can enhance the clubs interaction with fans and add value on and off match days.

Etickets

A mobile ticketing wallet. No clunky paper ticket crumbled into the pocked. No card stuffed into an already crammed wallet. An eticket on your phone makes sense. Safe and secure. Can’t make a game, no problem, transfer your ticket via sms or email. The benefits for fans are many and likewise they make sense for a club - No touts, an awareness of secondary users and ease of access.

Quizzes, Predictors, MOTM voting and more

Fun. Fun. Fun. Who was in goal when we won the cup in 1980? Predict the score from today’s game. Vote now for your man of the match. These are just some examples of how an app can engage with fans. What’s more, branded content adds value for sponsors. 

Football league clubs voted last month to allow clubs the option not to print a match-day programme. An official club app can allow you generate a digital one. No paper waste yet plenty of insights.

Social Walls

Follow the online activities of your favourite players and the club in one easy format; a social wall. Allow fans to connect with other fans by creating a social wall built around the official hashtag of the game removing noise in the process

Stats

Who doesn’t love a heat-map? An official club app allows you the flexibility to add widgets which in turn allows you to empower fans. Live game match trackers, player stats, match states, fixtures and results – an official app can provide fans with all the tools they need to be the guru among their friends.

Data capture

Data is a big word in sport right now. GDPR regulation and Facebook scandals have rendered is something of a dirty word to fans. Clubs have had to adjust their databases in light of the new regulations. One way to build up your database is to have opt-in sign up to apps. Using email or social accounts, fans can access the app.

Concerned that asking a fan to sign in will lead to lower conversion? You can make the experience easier at the first hurdle by allow access to certain element of the app with other aspects requiring sign in to use.

Do you want an official app for your club? Come talk to us.