Liverpool FC is investing heavily in digital outreach to attract new fans to the club and extract ‘long-term value’ from their support, according to CEO Peter Moore.
In an interview with Arabian Business, Moore, who was previously corporate vice-president of Microsoft’s interactive entertainment division and president of SEGA of Americ, said that the club gauges the potential success of digital outreach programmes by examining the relationship between a fan’s ‘cost of acquisition’ and lifetime value.
“What does it cost me to go get you? I want your name, your gender, your e-mail address. If I can get your credit card number, that’s a huge plus. What does that cost?” he says. “And then what are you worth to me as a fan, [in terms of] lifetime value?”
Ways in which fans can help generate revenue over their lifetimes, Moore added, include buying Liverpool merchandise and apparel through e-commerce platforms, subscribing to ‘LFCTV GO’, or physically coming to Liverpool and attending games at Anfield stadium.
“That’s huge, not only for Liverpool Football Club, but for the city. We have thousands of people who fly in from all over the world to watch Liverpool play, and that has a positive economic impact on the city,” he added.
Attracting visitors to Liverpool, he said, also helps the club fulfil its civic responsibilities to the city, which he says it takes “very seriously”.
“Liverpool still has socio-economic challenges. So if we can bring fans, both local and global, into the city, there’s a value to that,” he said. “Technology powers that. It allows us to engage our fans, understand who they are, and then add value to them. It’s not cheap, [but] is a long-term investment.”
Currently, Moore added, Liverpool FC is working with American multinational IBM to optimise websites, build global apps and generate content that is timely and relevant to individual consumers.
“That’s something I learned in video games. I can push you all kinds of stuff on particular players, but if you’re only interested in Mohammed Salah and I don’t know that, my outreach is wasted,” he explained.
“You might like [midfielder] Gini Wijnaldum. The more we learn about you, the more we can push Gini Wijnaldum stuff that you’ll click on or engage. The key is that I need to know who you are.”
According to Liverpool FC, the ‘Reds’ were the most popular English football team on YouTube in the first half of 2018, attracting over 52.9 million views.
Additionally, the club says its Instagram page – which today boasts 11.6 million followers – is the fastest growing of any Premier League team.
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