Ep. 45: Dave Lipp - Navigating Manchester United's Direct To Consumer Strategy

For episode 45 of A guy with a scarf , I had the pleasure of speaking with Dave Lipp , who leads Business Development and Strategy for Direct-to-Consumer initiatives at Manchester United . Our conversation explored the club's evolving approach to fan engagement in the digital age, the challenges of global brand management, and the impact of emerging technologies on sports marketing. Dave's journey to Manchester United is a testament to the diverse expertise needed in modern sports management. Starting his career in ticket sales for MLSE (Maple Leaf Sports & Entertainment Partnership) in Toronto, he gained valuable experience in fan communication. His path then led him through roles in mobile content development, an MBA in Rotterdam, and positions with major entertainment companies like Sony Pictures Entertainment and NBCUniversal before joining Manchester United.

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Key Takeaways

1. Direct-to-Consumer Strategy: Manchester United is focused on creating a more personalized relationship with fans globally. Dave emphasized, "Creating a better relationship with the fans, where you do offer almost surprising delight moments across all different types of fan groups and fan segments, just so you can really give that outlet of fandom to people that want to experience it in their own ways." This approach recognizes that while 99% of fans may never visit Old Trafford, the club needs to provide meaningful ways for them to express their fandom.
2. E-commerce as a Foundation: A significant initiative has been bringing e-commerce operations in-house. Dave explained, "We've recently announced the launch of Scaler as our e-com partner... It's a multitude of things, but I can really sum it up in controlling the fan journey from really start to finish as much as possible."
3. Data-Driven Decision Making: The club is investing heavily in data infrastructure to better understand and serve its fan base. Dave noted, "We've invested heavily in different elements of a data warehouse, having it nice and structured, having the appropriate martech stack to utilize the different audience segments, create personalized journeys, et cetera."
4. Balancing Digital Engagement and On-Field Performance: While digital engagement is crucial, Dave emphasized that on-field success remains paramount: "I do argue about this quite a bit. I still think a winning football team is the best thing to drive new fan audiences and to keep those fan audiences."
5. Global Market Approach: The US market is a key focus for Manchester United, with strategies tailored to the unique aspects of American sports fandom. Dave mentioned collaborations with cultural icons and music artists to resonate with US audiences, such as partnerships with the Stone Roses and appearances at Glastonbury.
6. AI Integration: Artificial Intelligence is already impacting operations at Manchester United. Dave highlighted its use in content production, research, and even graphic design: "There are AI tools that we're using. I'll point to WSC here as a long-term partner of the league and the club that we're utilizing from a content standpoint." He added, "I was blown away by how our graphic designers were at the forefront of utilizing AI to enhance some of our sales collateral."
7. Fan Retention Challenges: While the club excels at measuring transactional retention, Dave acknowledged the need for better understanding long-term fan engagement: "We don't have that churn answer yet, which is quite a fundamental part of the lifetime value of a fan. So we're working towards that. And I think a lot of clubs are at different stages of that metric."
8. Innovation with Core Values: Dave stressed the importance of balancing innovation with the club's core mission: "I think it's a disservice to this industry that we're not innovating in participation. We have a responsibility to make sure that first and foremost, we field a competitive football club football team, and we make sure that whatever we do, we do it with the best outcomes in mind."

Conclusion: Dave Lipp's insights reveal the complex landscape that major sports brands like Manchester United navigate in the digital age. The club's approach balances tradition with innovation, seeking to engage a global fan base while maintaining the core values of football. As technology continues to evolve, Manchester United's strategies in direct-to-consumer engagement, data utilization, and global market penetration will likely set benchmarks for the sports industry at large. However, the enduring message remains clear: while digital engagement is crucial, the heart of fan loyalty still beats strongest with on-field success.

This is episode No. 172 of my LinkedIn newsletter, A guy with a scarf.

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