by Ivan Ortenzi Docente MBA and di Sport Industry

Football is facing a crucial challenge: embracing digital transformation to ensure the sustainability and growth of its business. Today, in the digital age, fan attention and their online engagement represent fundamental resources, and the ability to engage them effectively has become a critical success factor. However, the football sector must evolve rapidly to respond to the pressures of an increasingly competitive market between the rigidity of traditional costs and the urgency to diversify revenue sources, characterized by new digital-native players and innovative business models.

A clear example of these challenges is the growing use of streaming platforms and social media by clubs such as Manchester City and Real Madrid, which have developed digital engagement strategies aimed at involving fans around the world, achieving significant economic returns through new digital channels. Manchester City, for example, has created an integrated digital ecosystem that includes apps, streaming services, and exclusive content, generating over 50% of its revenue from digital sources (source: Deloitte Football Money League, 2023). This demonstrates how diversification of digital revenue sources can become a strategic pillar for clubs, reducing dependence on just broadcasting revenues and traditional sponsorships.

In parallel, the emergence of digital-native competitors such as e-sports platforms and sports entertainment apps is reshaping the boundaries of sports entertainment. Football leagues must therefore reinvent themselves as digitally integrated multi-business industries, surpassing the limited view of being just media companies. The NBA, with its ability to innovate through the use of big data to analyze performance and enhance fan experience, represents a concrete example of how a sport can evolve through digital transformation. According to the 2022 report “NBA and Technology,” the integration of sports and technology has allowed the league to attract a younger and more global fan base, increasing social media interactions by 24% (source: Statista, 2022).

Digital transformation in football requires not only advanced infrastructure but also the development of managerial skills that go beyond the sports sector, focusing on emerging technologies such as artificial intelligence, blockchain, and predictive data analysis. For example, Paris Saint-Germain has recently invested in a blockchain-based platform for managing player contracts, demonstrating how these technologies can improve operational efficiency and financial transparency (source: Forbes, 2023). At the same time, the use of big data for analyzing sports performance is already revolutionizing how coaches make strategic decisions, with clubs like Liverpool using algorithms to optimize formations and game tactics (source: The Guardian, 2022).

However, football must look beyond the pitch. Economic sustainability and the ability to attract new investments increasingly depend on adopting data-driven business models and technological innovation. Leagues and clubs must take a cue from other sports, such as American football, which has shown it can systematically embrace digital transformation by developing strategic partnerships with leading technology companies. According to a 2023 McKinsey report, partnerships with technology companies like Amazon, Google, and Microsoft have enabled major U.S. sports leagues to optimize their operations and enhance the fan experience, creating new revenue streams through digital content sales and the use of integrated e-commerce platforms.

For football, digital transformation is not just an option, but a strategic necessity. The future of football will increasingly be characterized by the integration of advanced technologies and new managerial skills. The new agenda for the football industry in the era of digital transformation includes, for example:

• Management of product polarization through data-driven personalization strategies
• Creation of new competitive formats that integrate elements of gamification and digital interaction
• Development of a digital asset portfolio, including NFTs and AR/VR experiences
• Innovation in player contracts with the integration of digital performance metrics
• Implementation of technological solutions for environmental and social sustainability
• Adoption of agile and data-driven governance models
• Massive investment in data management infrastructure, artificial intelligence, and cybersecurity

The recent introduction of solutions like VAR (Video Assistant Referee) and goal-line technology is just the beginning of a journey that will see football evolve in an increasingly digital and personalized direction. The real challenge lies not only in technological transformation but in football’s ability to redefine itself as a future industry, capable of competing and thriving in a digitally integrated ecosystem. The sector must focus on a proactive and strategic approach, driven by data, capable of offering fans innovative and personalized experiences, while building a sustainable business model from an economic, social, and environmental perspective. Digitalization in football is an essential and opportunity-rich journey. The teams, institutions, and athletes themselves who can anticipate and adapt to this change will play a leadership role in the future of the sector. Leagues, clubs, and stakeholders in the football industry must invest in advanced technologies, develop digital skills, and embrace a new multisectoral business model. In this context, success will depend on the ability to continuously innovate, remaining relevant to an increasingly demanding and digital audience. The future of football will not just be a game, but a global platform of experiences, data, and interactions, fueled by digital transformation.