Blog Nov 3, 2020

The Recipe for Digital Transformation in a Sports Club

The Recipe for Digital Transformation in a Sports Club

A comprehensive recipe for digital transformation? Indeed! Very often the presidents of sports clubs need to act like chefs in the kitchen. On the one hand, when everything is on fire, they should be as sharp and clear in their communication as Gordon Ramsay is in Hell’s Kitchen. On the other hand, when employees are working properly, and the situation seems to go smoothly, it makes sense for them to walk through each department and “season each dish” adequately.

With all these short-term tasks, such a chef president shouldn’t forget about the broader perspective regarding the strategic development of a club. In the case of the sports industry, the critical challenge nowadays is to carry out the digital transformation process. Experts distinctly highlighted it at the FUTURE OF FOOTBALL BUSINESS Conference.

That is why we decided to help the people managing sports organisations by preparing a comprehensive recipe for digital transformation. You will learn on:

  • The importance of being up-to-date sports club;
  • How to go through the digital transformation easily;
  • Which tools can be useful.
The Recipe for Digital Transformation in a Sports Club

PS. It’s not necessary to be an exquisite cook for this recipe to work. No “culinary experience” required!




  • 1 x Organisational foundation
  • 1 x Communication strategy
  • 2 x Content Management Tools:
  • 1 x Fan ID
    – SSO / WICKET
  • 1 x Tokenization
  • 1 x Match Day strategy / Ticketing platform
  • 1 x Lifestyle approach
  • 1 x CRM Software



Step 1

To conduct digital transformation in a sports club, you need to prepare the workspace properly. Think about the final effect you want to achieve. Analyse how to reach people who have already been working with you at the club for a long time. Check if they understand the values that follow this transformation.

Remember that although theoretically, digital transformation is a technological change, it should always be primarily associated with a(n) (r)evolution in the mentality and responsibilities of the human resources. That’s how you get an
organisational foundation.


Step 2

Once you’ve prepared the base for your digital transformation, add a communication pillar to it. Check the data you already have. Think about the best ways to communicate your message to the public.

Transform the communication structure from traditional to fully digital, smart and innovative. Adjust to modern fans (especially to Gen Y&Z) needs. Consider introducing tools like OTT to create video content. Remember that video content can be reinvented in the future.

ADDITIONAL REMARK: Adapt your mobile application and website to the newest requirements and trends. Did you know that currently more than 80% of the content sent by Real Sociedad to their supporters is received on mobile phones?


Step 3

Divide your communication strategy into (at least) two Content Management Tools. Do it to increase the involvement of the world in the interactions with your brand. Combining human resources with the technological foundation will allow you to achieve outstanding results.

When it comes to tools, we recommend mixing UMPIRE with BRISK to attain the best effect.

UMPIRE is a content management system [CMS] dedicated to sports organisations that helps them to enhance communication across all digital platforms. BRISK is more than a social media management tool – it’s a business-driven product that lets you implement effective social media strategies on Facebook, LinkedIn and Twitter (soon also Instagram and TikTok).

These tools will allow you to create exciting content that will appeal to your fans. One of your tasks in this recipe is to expand the digital family of people interested in your brand (remember you need to go beyond football in your content to maximise the success here!).


Step 4

“Drain” all the places where potential members of your society might be. Transfer them from different spots into a single channel. Gathering a scattered community into one digital place will allow you to achieve the best reach in communicating information.

The base for you here should be the creation of Fan ID – identification of an individual supporting your brand. It’ll allow you to gather all the information about your fans in one place.

Use SSO [WICKET] to make your product accessible to everyone. What used to be a physical Fan Card in the past is becoming the digital credentials right now. Check how to utilise SSO in sports clubs to enhance your daily fan experience!


Step 5

Once we have our entertainment hub and the whole community gathered in one digital place, a good practice is to implement Fan Tokens. Tokenization is divided into two elements:

A) We can loyalize our community through the transmission of Tokens. In this case, their utility is a service that is available exclusively to the holders of a sufficient number of Tokens.

B) The alternative represents a situation when you possess a part of the club. Generating Tokens, in that case, is similar to owning stocks. You can buy them, sell them and make profit on them.

To understand it best, read our analysis on how Utility Tokens differ from Security Tokens in the context of football clubs.


Step 6

There is no recipe for digital transformation in a sports club that doesn’t include Match Day. The basis here is the ticketing platform, which will allow you to reach different groups of recipients with your offer.

Among them, we distinguish between “fans to buy a single ticket”, “fans to buy a season ticket”, disabled fans, VIP fans, VIP customers, people going to the stadium for the first time, and more!

In the pre-COVID era, Match Day was a key source of income for many clubs. Now, these revenues should be more balanced, but Match Days are still a critical element of any budget (even if they’re consumed only online). Create a Match Day’s experience that will drive your fans to engage in your club’s activities every day.


Step 7

Remember that the digital transformation you prepare can be served cold, but it tastes best when properly baked. Your oven, in this case, is the “Lifestyle approach”. By using tools such as BRISK or UMPIRE, you can create a desire among your community to identify with your brand.

To get the best effect here, you should involve all your activities such as merchandise [casual and sports clothing, branded products], various sports disciplines [tennis, basketball, futsal, volleyball, handball], Esports, youth academy and grassroots, social media strategies and advertisements. The more diverse the content, the better.

The ultimate goal is to build a lifestyle that will be desired by your community. That’s why it makes sense to engage famous people in your marketing campaigns.
The more important they are for your community, the better.

EXAMPLE: The legendary goalkeeper with a strong character returned to your club after more than 10 years? Use it to promote your products and show what your club’s lifestyle means!


Step 8

The final step in digital transformation is to consider which groups of people you are serving your dish. CRM will be an indispensable tool for it. If you combine CRM with your Fan ID (which gathers all the data you collect about the users), it will allow you to personalise your marketing and sales activities.

Even if individual personalisation would still be difficult at the beginning, CRM will facilitate the possibility to segment the fans into groups. In-depth knowledge about your supporters will empower you to create more appealing content for your community. Ultimately, it will help you monetise your brand activities better.




The environment in which we conduct our digital transformation has significantly changed because of COVID-19. The need for our recipe became even more desired!

In the past, the pivotal element of monetisation was Match Day – merchandise, tickets, beverages. Nowadays, you need to consider other merchandising strategies. There appeared a new way of consuming sports, based on digital relationships between clubs and supporters. Sports organisations need to increase their non-Match Day revenues to balance their budget. The easiest method to achieve it is by implementing digital solutions.

Don’t worry if you still feel that this recipe seems to be too difficult for you to implement it in your organisation by yourself. Use our strategic advisory. We have experienced professionalists who will provide you with both: the tools tailored to your needs and the help to implement them efficiently, given your variables and environment.


Are you looking for more information about digital transformation in the sports industry? Visit our website to learn more about dedicated products and innovation designed for sports. To find out more about how TISA can help your organisation thrive in the digital world, contact us directly – we will be happy to talk about your case. And if you’d like to join our team and help us create the best digital solutions for the world of sports, check out our current career opportunities.