As part of the seventh edition of the Social Football Summit (SFS), scheduled for November 19-20 at Rome’s Stadio Olimpico, YouGov reaffirms its role as a key partner for this event dedicated to innovation and new trends in the world of football. On our blog, we share an interview with Nicola Dimatteo, Senior Sales Executive at YouGov, who provides insights into how data and market research are transforming the sports landscape and how YouGov is driving change, responding to the growing demand for precise, up-to-date insights from football clubs, sponsors, and leagues.

Hi Nicola, thank you for agreeing to this interview. To begin, can you share your thoughts on the evolution of data in football?

The collection and analysis of data have become central activities in every sector and economic field. This is evident in all the industries we work in, and over the past few years, a greater awareness and expertise have also emerged in the sports world. Recently, we have had the pleasure of working with sports clubs, federations, leagues, sponsors, and, thanks to our partnership with Serie A, we collaborate weekly with the clubs in our league. This allows us to appreciate the strong demand for solid, high-quality data to guide strategies, find new partners, understand fans, and design marketing campaigns.

Clubs, not only the largest and most prestigious ones, are increasingly seeking information at both national and global levels to identify new trends among both emerging and established generations. Data culture is now widely adopted in our sports industry, marking a sign of maturity for the sector.

How can YouGov’s market research and surveys help football clubs better understand their fans and improve the fan experience?

YouGov’s strength lies in its vast and consistently updated international data pool. Market research and surveys conducted by YouGov provide valuable insights into fans, revealing not only preferences, expectations, and behaviors but also significant differences across fan bases. This data is essential for both commercial and strategic activities, enabling clubs to develop targeted strategies, improve services, and create personalized experiences for each fan.

Knowing the global fan base is crucial to understand market potential and optimize marketing initiatives. A better understanding of the audience and its specific traits allows clubs to strengthen their connection with fans and increase loyalty by tailoring commercial offerings to the real needs and expectations of each fan base. This approach allows clubs not only to meet supporters’ needs but also to anticipate them, fostering a sense of community and belonging that goes beyond the match experience.

What are the main challenges companies and sports clubs face today in digital marketing and fan engagement, and how does YouGov help overcome them?

Sports clubs and companies face numerous challenges in digital marketing and fan engagement. Market saturation makes it difficult to stand out, while personalizing experiences is hampered by the complexity of collecting and analyzing data. Keeping fans engaged requires targeted strategic approaches, and clubs must quickly adapt to changes in fan behavior, which varies worldwide. YouGov provides indispensable market research that enables more effective strategy development, improves fan experiences, and optimizes communications, helping to build a stronger and more lasting bond with their audience.

At the SFS, there’s much talk about the future of football and new technologies. How is YouGov adapting to or leveraging these innovations in the football world?

The hot topic these days is AI. Artificial intelligence is rapidly spreading and will certainly be a game changer in all sectors, including sports and sports-related market research. YouGov is developing and testing solutions to enrich and draw even more value from the millions of data points we collect using AI tools. In addition to internal development, we recently acquired a company based in the Asia-Pacific region, which will help accelerate this process and soon be implemented with our Italian clients. This includes the football clubs, sponsors, and leagues we already collaborate with, who often show a strong inclination towards innovation.

Looking to the future, what emerging trends do you see in the relationship between brands, football, and fans? Are there growing audience segments that could surprise us?

Looking forward, two major themes are already relevant and will undoubtedly characterize the next 5-10 years: the centrality of diversity & inclusion and the globalization of fandom.

We see a growing interest everywhere in women’s teams and the social values that sport can convey, such as respect for diversity, minorities, and broader ethical themes like sustainability and anti-racism. This is a highly positive development for football, a popular phenomenon capable of reaching everyone.

Globalization is also an intriguing topic, as the sports industry has undeniably become a global phenomenon. Fans and enthusiasts remain deeply connected to local realities but show increasing interest in international competitions and teams from other countries. The impact on the industry is significant, especially considering the ease with which fans worldwide can now be reached and engaged.