São Paulo FC, one of South America’s footballing giants, has forged a new partnership with OneFootball, a leading football media platform. This collaboration, building on OneFootball’s existing relationship with the club’s fan engagement initiative, AVANTE MEU TRICOLOR, signifies a pivotal shift in how football clubs are reaching – and monetizing – their global fanbase. But this isn’t just a São Paulo story; it’s a bellwether for the future of football content and digital strategy.
The deal will bring exclusive content featuring club legends like Kaká, Cafu, and Rogério Ceni, alongside current stars such as Lucas Moura and Calleri, directly to fans worldwide via OneFootball’s platforms. However, the real story lies in the implications for direct-to-consumer (DTC) strategies and the evolving landscape of football media rights.
The Rise of Direct-to-Consumer Football Content
For decades, football clubs have relied heavily on traditional broadcast deals for revenue and exposure. While these remain significant, the power dynamic is shifting. Clubs are increasingly recognizing the value of owning their direct relationship with fans and controlling the narrative around their brand. OneFootball, and platforms like it, are enabling this shift.
“The traditional model of selling all rights to broadcasters is being challenged,” explains sports marketing consultant, David Kogan. “Clubs are realizing they can generate substantial revenue by offering exclusive content directly to fans through subscriptions, in-app purchases, and targeted advertising.” A recent report by Deloitte estimates that DTC revenue streams could account for up to 20% of a major European club’s total revenue within the next five years.
Beyond Highlights: The Content Ecosystem
This isn’t just about streaming matches (though that’s a growing area, as seen with the Premier League’s exploration of a dedicated streaming service). It’s about building a comprehensive content ecosystem. São Paulo’s partnership with OneFootball will deliver match highlights, interviews, behind-the-scenes footage, and exclusive stories. This variety caters to different fan preferences and keeps them engaged throughout the week, not just on matchdays.
Consider Manchester City’s City+ subscription service. It offers fans access to full match replays, documentaries, exclusive interviews, and live studio shows. This has proven incredibly successful, attracting a significant subscriber base and generating substantial revenue. The key is providing value beyond what’s available through traditional media.
Data-Driven Fan Engagement and Personalization
OneFootball’s strength lies in its data-driven approach. The platform collects valuable insights into fan behavior, preferences, and demographics. This data allows clubs like São Paulo to personalize content offerings, target advertising more effectively, and optimize their overall fan engagement strategy.
“Personalization is crucial,” says Michael Roth, Senior Director of Partnerships at OneFootball. “Fans want content that’s relevant to them. By understanding their preferences, we can deliver a more engaging and valuable experience.” This could involve showing fans content related to their favorite players, offering personalized ticket offers, or tailoring merchandise recommendations.
Did you know? Data analytics are now a core component of successful football club marketing departments, with dedicated teams analyzing fan data to improve engagement and revenue generation.
The Future of Football Media Rights
The São Paulo-OneFootball partnership is a sign of things to come. We can expect to see more clubs adopting DTC strategies and partnering with platforms that offer the technology and reach to connect with their global fanbase. This will likely lead to a fragmentation of the traditional media rights landscape.
Pro Tip: Clubs should focus on building their own first-party data collection capabilities. This will give them greater control over their fan relationships and reduce their reliance on third-party platforms.
The rise of Web3 technologies, such as NFTs and blockchain, could further disrupt the football media landscape. Clubs could offer exclusive content and experiences to NFT holders, creating a new revenue stream and fostering a deeper connection with their most loyal fans.
FAQ
Q: What is a DTC strategy in football?
A: A Direct-to-Consumer strategy involves clubs selling content and experiences directly to fans, bypassing traditional intermediaries like broadcasters.
Q: How does OneFootball help clubs with DTC?
A: OneFootball provides a platform for clubs to distribute content, engage with fans, and monetize their audience through subscriptions, advertising, and data analytics.
Q: Will traditional broadcast deals disappear?
A: Not entirely, but their dominance will likely decrease as clubs explore and expand DTC revenue streams.
The partnership between São Paulo and OneFootball isn’t just about delivering content; it’s about building a sustainable future for football clubs in a rapidly evolving digital world. It’s a blueprint for how clubs can take control of their narrative, deepen their fan relationships, and unlock new revenue opportunities.
What are your thoughts on the future of football content? Share your predictions in the comments below! And be sure to explore our other articles on sports marketing and digital fan engagement.
