Venezia FC chose us as their Official Digital Partner to undertake a digital transformation path useful to intercept and to activate more effective fan engagement logic to offer fans a 360° experience, before and after the sports event, inside and outside the stadium, to structure new and different membership and monetization models.

The focus of the first step of the project was the analysis of the global digital positioning of the club: we studied the strengths and the weaknesses of the relationship with the fanbase, from the communication structure to the contents conveyed and the tools used, without forgetting the benchmark with other important clubs of the Italian football scenario.

The analysis suggested the following priorities:

• • to have a centralised platform from which to convey all the contents to fans;
  • to optimise the acquisition and profiling activities to better know the fanbase;
  • to increase the fan engagement before, during and after the match;
  • to realize the relationship with the supporters optimising the most effective monetization model.

SportXP was the solution adopted by the club: indeed, the own framework of IQUII Sport has been designed to answer the need to evolve the fan experience, technologically supporting the acquisition, membership and monetization models of football clubs.

The go-live of the project, corresponding to the start of the league, allowed the club to kick-off the new season with the new Sport Platform at their disposal that, together with the strategic consultancy, will enable a leaner, cleaner and faster management of the communication.

After just a month, the results are important. The number of downloads is in line with the expected funnel and, more importantly, more than the 70% of the users who downloaded the app completed the registration process.

On the fan engagement standpoint, one information stands out: the difference of the entrance and utilization of the app between matchdays and non-matchdays is minimum (17.24%), which means a complete engagement inside the platform; this data is reinforced by the average length of a single session (2:05 minutes), clue of a completely different type of interaction from the one offered by social media, where the attention span is certainly lower.

The next steps of the partnership between IQUII and Venezia FC will consist in the consolidation of the monetization process, the main goal to obtain through the new platform. This aim will be pursued with the implementation of new features for fans: the main one is the introduction of the native m-commerce.

The Sport Platform will allow the club to establish a dynamic and continuous relationship with the fanbase for an omnichannel experience, gathering and analysing relevant information about their interests and behaviours, interpreting their needs and planning more targeted and effective business strategies, for the club and for partners.