Tested in the „Allianz Arena“ and promoted by the FC Bayern München.
01 | The Stadium
The stadium – where fandom is at home
The powerhouse of every club is its’ stadium. It’s well known and backed by research (e.g. „The Stadium Experience“ by Deloitte): The stadium is where people become fans, where engagement is at highest level and relationships are built.
This is why experiencing the atmosphere within the stadium as well as being a part of the fans in the stand is one of the greatest desires of football fans coming from emerging markets.
In order to understand what football fans „from abroad“ are looking for we have done research during different football matches with hundreds of fans from the USA, China and Africa.
The main expectations:
- They are looking for interaction with stadium-live fans
- They want to experience the atmosphere in the stadium (sound and view)
- They want to be part of the crowd – even before and after the match
- They want to build friendships with stadium-live fans
- They want to connect with other fans globally
- They want to participate in decision making
„As a fan from America not being able to go to games, this is the next best thing. Thanks for this, great idea.“
Taylor Westling, American fan of FC Schalke 04
02 | The Idea
The idea: Authentic Stadium Visit
We are building a platform for 400 Million fans from emerging markets – offering them „place in the stand“ with 99% of authentic atmosphere.
Authentic Stadium Visit® is a fan engagement platform offering an unique approach to tap the global fan potential. It’s the only platform offering „the live experience“ from the stands. Uniting global fans on one platform giving them the place where they can experience the most authentic atmosphere from within the fan stand and connect with other local fans as well as other fans from all over the world.
Creating a new way of fan engagement as well as commercialisation and brand building. For the first time ever, football clubs will be able to unlock their global fan potential – generating successive sales with their fans in „the emerging markets“ of China, India, Indonesia, Nigeria, Brazil, Mexico, etc.
Important factors for tapping the global potential
The following facts helped us to develop an appropriate solution:
- due to restricted resources fans „from abroad“ are not able to travel around the world for a single football match
- other restrictions (e.g. Covid-19) are also limiting the willingness to visit live sports events
- the availability of tickets is limited due to the given stadium capacity
- a new generation of fans is evolving mainly focussing on digital club experiences
- the way football is been consumed within certain audience groups is changing
- in order to draw the attention of younger people and fans, new digital touchpoints and presenting formats are needed (early branding)
- fans want to be with like minded others – avoiding fans from other clubs
- fans expect to be part of the culture and likely to influence decision makings
- OTT platforms turning fans into customers – resulting in clubs loosing fans
- clubs want to generate fan data giving them the opportunity to interact with their fans independently from time and space
Those findings brought up the idea of a digital fan engagement platform.
03 | The Platform
The most authentic experience platform for emerging football fans.
Authentic Stadium Visit® is the only platform that offers fans an authentic stadium experience.
Every registered user can follow a 360° live broadcasts from the fan stand and interact with the „Fan Ambassadors“ gathered around the camera. In addition to that there are „Fan Reporters“ who are streaming from different locations around the stadium. Fans on the platform can chat with each other as well as with the Live-Stadium fans in real time.
Authentic Stadium Visit is unique and not comparable with free tv, pay tv, fan tv or social media. For the first time the clubs get in touch with their global fan base.
- It is developed with and for the fans.
- It is a 360° livestreaming platform for many devices: computers, smartphones & tablets.
- It delivers the most possible authentic fan experience from the fan stand and is not aiming to deliver camera angles that you wouldn’t have during a stadium visit.
- It is the only 360° sports project worldwide, where global top-club fans can communicate with the stadium-live fans in real-time and without any language barriers.
- It is entertaining in every sense – as the product consists of the football game, but also of the fans – fan reporters & fan ambassadors.
- It is a software as a service (saas) platform that can be „white-labeled“ for any club.
- It’s the only platform that’s offering low latency 360° streaming (below 5 seconds) globally
Unique and state of the art.
04 | Showcase
360° Video to demonstrate the atmosphere captured within the stadium.
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Infrastructure and workflow.
Experiences and testings in cooperation with FC Bayern & DFB.
360 Production Ireland vs. Germany (UEFA Qualifying 2015)
06 | Business Potential
Business Potential
Revenue of the top three football clubs: 600 Mio. EUR*
Average revenue of the top 20 football clubs: 250 Mio. EUR*
The actual revenues don’t represent the given potential of global football fans in any means. The business potential is enormous.
*Source: Deloitte. Football Money League 2017
The stadium – a limiting business factor considering the given fan potential
The overall capacity of the sold out stadiums of the 15 European top clubs sums up to 1.2 million. Visitors mainly consisting of national & European fans. Given the fact that the global fan potential of the 15 European top clubs is about 2.8 billion it’s safe to say that the stadiums are a limiting business factor only contributing around 15 % of the generated revenue.
"We consider 580 million people to be fans of LFC"
Nielsen – published in kicker, June 6, 2017
After winning the European Champions League the fan potential is estimated to be around 700 million.
The global fan potential is real: two examples in 24 countries/markets
The USA, Mexico, Russia, China and India represent some of the most interesting growth markets for football.
Fan potential in numbers: 216.68 mill.
Fan potential in numbers: 132.56 mill.
Additional revenue streams based on the idea of a global fan engagement platform
Fan Data
40% of the global population is interested in football.
Nielsen, World Football Report 2018
Digital Ad Spending
In 2020, worldwide digital ad spending will rise to US $385 billion.
www.emarketer.com, global-digital-ad-spending-2019
E-Commerce
Global revenue 2020 is predicted to be US $4.2 billion.
Statista, Retail e-commerce sales worldwide from 2014 to 2023
Digital Payments
Transaction value in the Digital Payments segment is expected to value US $6,7 billion in 2023.
Statista, Digital Payments report 2019
07 | Team & Partners
Team & Partners.
Charly Gräf
Founder
Yannic Tremmel
Chief Operating Officer
Constantin Pierk
Design
Alexander Fuchs
Front- & Backend Development
Advisory Board
Different media contacs as well as maketing- & rights-experts and rights holder are helping us to push the concept.
Technical Partners
