The Importance of Tech & Innovation in a Multi-club Ownership Model

Technology and innovation plays a crucial role in the international expansion of football clubs both from an on and off field perspective. There are many examples of building successful global multi-club models, including the likes of City Football Group, Red Bull, Right to Dream Group, & many more across Europe’s top flight and beyond. Whilst all multi-club models have their own individual strategies and visions, it's clear to understand why this approach has a huge appeal and potential for those with the ability (and capital) to make it happen.

UEFA Research has shown that more than 180 clubs worldwide are adopting this approach. These statistics and research has of course prompted concerns across football and any clubs looking to adopt this approach will understand the potential for significant scrutiny from both a financial & sporting perspective. As it stands, it is still highly unlikely that UEFA or any other major leagues/governing bodies will allow clubs in the same competition to be directly controlled by the same group or one individual person. The integrity of the game of course does and always should take precedence here.

Whilst more clubs are making these strategic investments across global football, there is no central thread or theory to this approach. Some clubs want to increase their global positioning in key strategic markets (Europe, The Americas, MENA, Asia), grow their pathways to find more emerging talent, or simply to increase their ‘brand presence’ and marketing/revenue potential at scale (and with diversification).

As this approach doesn’t look like it’s slowing down anytime soon, it’s integral for clubs to not only look at how and where they expand, but moreover how technology/innovation needs to be a part of the organisational DNA. Not just to find that winning edge, or to unearth hidden gems, but to also create structural/strategic synergy and alignment in a global, multi-club structure.

Here’s why technology and innovation needs to be a central pillar in this approach:

Global Fan Engagement: 

Technology allows football clubs to connect with fans worldwide through social media, mobile apps, streaming platforms and more. This enables clubs to engage with fans more than ever before. Content can be localized and tailored to specific fan bases, creating stronger connections with a more diverse and larger number of fans worldwide, all year round. This engagement leads to increased brand loyalty and of course a larger, more ‘invested’ fan base, contributing enormously to international expansion and market growth potential.

The ability to capitalize on data driven consumer insights on a global scale here has huge potential for digital marketing, social media and partner driven campaigns, enhancing a club’s ability to commercialize their fans on an even bigger scale.

Scouting & Talent Development

Advanced data analytics and video analysis tools assist clubs in identifying talent from around the world. Scouting networks can use these tools to assess players' performance, potential, and suitability for the club's style of play, facilitating the recruitment of international players. This also enables clubs to monitor players from a ‘global perspective’ not only for external scouting purposes, but to also monitor players across different teams/ages from respective partner clubs. A tech driven, centralized platform will enable clubs working within this multi-club structure to manage their talent more efficiently and effectively, especially where there is potential to create talent pathway models. 

This has the potential to have a huge impact on a player’s development (especially when playing for teams under the same game model) and future potential, both for the club and also in transfer value. We’ve already seen great examples of this through Right to Dream’s unique and highly successful approach to talent development. With the likes of Mohammed Kudus and Kamaldeen Sulemana and now Princess Marfo moving from the academy in Ghana to FC Nordsjaelland. There's more than enough proof to show how successful this unique approach and multi-academy/club model can be extremely successful.

High Performance: 

An area which needs no introduction when it comes to sports tech and innovation as it is such an integral part of enhancing players' performance and mitigating the risk of injuries. Monitoring players' fitness levels, tracking their movements on the field, and analysing match data contributes to highly specified training regimes and tactical strategies - which should of course be aligned across a multi-club network. 

Technological advancements in coaching and training allow clubs to provide this service remotely, to both players and also fans alike - enabling them to use wearables or mobile applications to train like their heroes from their favorite teams. This can often be part of a club’s internationalization of global coaching clinics, talent development programs, and collaborations with local academies. Further fuelling the talent development pool potential and engaging with fans who are in actual fact, players themselves (and on a more global scale).

Revenue Generation: 

Expanding internationally requires new revenue streams. Technology allows clubs to monetise their global fan base through e-commerce platforms, virtual memberships, online ticket sales, digital merchandise and more. These additional revenue sources undoubtedly contribute significantly to the club's financial health and international expansion opens the door to partnerships and sponsorships with brands that have a global presence. Technological platforms provide even more avenues for showcasing these collaborations and engaging with international sponsors and partners - with the ability to potential generate even greater ROI.

Evidently, technology and innovation are integral to football clubs' successful international expansion given the multiple business areas that it cuts across. Whilst the multi-club structure is not without its own potential flaws (as highlighted by espn here), it does present a number of attractive opportunities from an on and off field perspective. Being aligned across multi-clubs is critical for technology and innovation to perform its critical function to its full potential and prevent the risk of fragmentation from one club to another. 

Who will be the next club to be acquired or follow in this multi-club approach? Let’s see, I don’t think we’ll have to wait long…