{"id":20466,"date":"2023-06-06T09:29:55","date_gmt":"2023-06-06T09:29:55","guid":{"rendered":"https:\/\/www.tec-agency.com\/?p=20466"},"modified":"2024-06-06T12:00:35","modified_gmt":"2024-06-06T12:00:35","slug":"football-and-first-party-data","status":"publish","type":"post","link":"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/","title":{"rendered":"Football &#038; First Party Data"},"content":{"rendered":"<div class=\"vgblk-rw-wrapper limit-wrapper\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<h2 class=\"wp-block-heading\" id=\"h-the-data-gap-in-football\"><strong>The data gap in football<\/strong><\/h2>\n\n\n\n<p><strong>Football has a first-party data problem<\/strong>. Clubs of all sizes now boast increasingly global fanbases, but many are failing to keep pace with the digitalization that has accelerated rapidly over the past few years. As a result, the disparity between followers and the fans they hold actionable data on is growing. The pandemic kept fans from going to matches and this highlighted the game\u2019s reliance on ticketing and stadia activity as a source of data. Yes, clubs were able to reach out via social media and other third-party channels, but this left many without the first-party data they needed to communicate directly with their fanbases and offer value to their sponsors.<\/p>\n\n\n\n<p>A microcosm of first-party data\u2019s importance to football can be seen in <strong><a href=\"https:\/\/www.thedrum.com\/news\/2022\/03\/18\/the-catalan-data-plan-spotify-s-fc-barcelona-sponsorship-explained\" target=\"_blank\" rel=\"noreferrer noopener\">Spotify\u2019s sponsorship of FC Barcelona<\/a><\/strong>. The partnership between the streaming giant and one of the game\u2019s biggest global brands came into effect in the summer of 2022, and was, in part, driven by Spotify\u2019s own quest for first party data. Enticed by a global fanbase of over 350 million across social and digital, they enquired about the number of \u201cregistered fans\u201d Barca had \u2013 i.e., fans they held first-party data on like full names, contact details and other personal information. However, <a href=\"https:\/\/barcauniversal.com\/barcelonas-small-database-of-fans-could-cost-the-club-millions-in-sponsorship-deal\/\" target=\"_blank\" rel=\"noreferrer noopener\">only 1% &#8211; just over 3 million \u2013 qualified as registered and it is reported that Spotify\u2019s valuation of the deal was affected as a result<\/a>&nbsp; (the deal does have a positive first-party story to tell but more on that later\u2026).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"607\" src=\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2023\/06\/Depositphotos_4217128_XL-1-1024x607.jpg\" alt=\"\" class=\"wp-image-20484\" srcset=\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2023\/06\/Depositphotos_4217128_XL-1-1024x607.jpg 1024w, https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2023\/06\/Depositphotos_4217128_XL-1-300x178.jpg 300w, https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2023\/06\/Depositphotos_4217128_XL-1-768x455.jpg 768w, https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2023\/06\/Depositphotos_4217128_XL-1-1536x911.jpg 1536w, https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2023\/06\/Depositphotos_4217128_XL-1-2048x1214.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>In the modern age of digital engagement and global reach, <strong>clubs need to adopt a data-driven approach <\/strong>to their fanbases centred around capturing and processing first-party data to deliver the more personalised experience that their fans, and sponsors, crave. In this article, we will draw on our experience working with a mix of rights holders to l look at the technology involved and highlight best practice examples of how they can be used to drive a successful first-party data strategy.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>To delve deeper into this topic and explore comprehensive insights, we invite you to download our whitepaper below. It offers a wealth of valuable information that can help you further optimize your digital infrastructure and implement an effective first-party data strategy. Happy reading!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/Whitepapers\/Football-and-First-Party-Data.pdf\">Download our complete whitepaper below.<\/a><\/div>\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-whatever-your-digital-challenge-we-d-be-happy-to-discuss-how-we-can-help\">Whatever your digital challenge, we&#8217;d be<a href=\"https:\/\/www.tec-agency.com\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\"> happy to discuss<\/a> how we can help.<\/h4>\n<\/div><!-- .vgblk-rw-wrapper -->","protected":false},"excerpt":{"rendered":"<p>The data gap in football Football has a first-party data problem. Clubs of all sizes now boast increasingly global fanbases, but many are failing to keep pace with the digitalization that has accelerated rapidly over the past few years. As a result, the disparity between followers and the fans they hold actionable data on is&#8230;<\/p>\n","protected":false},"author":1,"featured_media":20481,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[62],"tags":[],"class_list":["post-20466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tec-talks-it"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>TEC - #TECTalksIT - Football &amp; First Party Data<\/title>\n<meta name=\"description\" content=\"Football has a first-party data problem. Clubs of all sizes now boast increasingly global fanbases, but many are failing to keep pace with the digitalization that has accelerated rapidly over the past few years. As a result, the disparity between followers and the fans they hold actionable data on is growing.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TEC - #TECTalksIT - Football &amp; First Party Data\" \/>\n<meta property=\"og:description\" content=\"Football has a first-party data problem. Clubs of all sizes now boast increasingly global fanbases, but many are failing to keep pace with the digitalization that has accelerated rapidly over the past few years. As a result, the disparity between followers and the fans they hold actionable data on is growing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/\" \/>\n<meta property=\"og:site_name\" content=\"TEC\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-06T09:29:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-06T12:00:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2023\/06\/Untitled-2-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bianca Maxim\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bianca Maxim\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/\"},\"author\":{\"name\":\"Bianca Maxim\",\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/#\/schema\/person\/1791bf28b0001220c96af2b460cf16e1\"},\"headline\":\"Football &#038; First Party Data\",\"datePublished\":\"2023-06-06T09:29:55+00:00\",\"dateModified\":\"2024-06-06T12:00:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/\"},\"wordCount\":397,\"publisher\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/#organization\"},\"image\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2023\/06\/Untitled-2-scaled.jpg\",\"articleSection\":[\"#TECTalksIT\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/\",\"url\":\"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/\",\"name\":\"TEC - #TECTalksIT - Football & First Party Data\",\"isPartOf\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/football-and-first-party-data\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2023\/06\/Untitled-2-scaled.jpg\",\"datePublished\":\"2023-06-06T09:29:55+00:00\",\"dateModified\":\"2024-06-06T12:00:35+00:00\",\"description\":\"Football has a first-party data problem. 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