Sport Talk Club: secrets of attracting fans

The sixth meeting of Sport Talk Club took place within the educational platform Parimatch Education, this time it was devoted to digital tools of work with fans.

Sport Talk Club: secrets of attracting fans

The sixth meeting of Sport Talk Club took place within the educational platform Parimatch Education, this time it was devoted to digital tools of work with fans.

Sport Talk Club: secrets of attracting fans

The sixth meeting of Sport Talk Club took place within the educational platform Parimatch Education, this time it was devoted to digital tools of work with fans.

Sport Talk Club: secrets of attracting fans

The sixth meeting of Sport Talk Club took place within the educational platform Parimatch Education, this time it was devoted to digital tools of work with fans.

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Sport Talk Club: secrets of attracting fans

The sixth meeting of Sport Talk Club took place within the educational platform Parimatch Education, this time it was dedicated to digital tools for working with fans and sponsors. The guests of the event were LaLiga’s representative in Eastern Europe Jose Carlos Loisa, LaLiga’s content manager Anastasia Latsanovska, Shakhtar FC marketing director Oleksandr Mamaliga, CMO Parimatch Ukraine Tamara Badashvili, and Evolution marketing company founder Vladislav Vakhilchuk.

Ukrainian and international experts spoke in detail about how sports organizations can increase their audience even during quarantine, what tools to use for this and agreed that creating your own content is one of the most important tasks today.

Jose Carlos Lois noted that the audience of LaLiga is 2.8 billion people. The league is not only present on all continents, but also adapts its product to each specific market.

It was supplemented by LaLiga content manager Anastasia Latsanovska: “Globalization is our main goal. We are looking for a new audience, we make content in different languages, adapting it to different countries. Our content is divided into informational and entertaining. We want to keep the attention of our fans not only during the 90 minutes of the game, but throughout the week before and after it. To succeed in digital, you need to study in detail your audience, their age, place of residence, their interests and hobbies.

Olexander Mamaliga said that the football club competes for the fan not with other teams, but with the entertainment industry as a whole.

“We have to create a product that makes the audience want to go to the stadium, not to a bar, a movie theater or stay home to watch a TV series.”

The CRM system allows Shakhtar to study in detail the behavior of its fans and increase their level of satisfaction. The use of modern technology not only reduces operating costs, but also increases revenue from ticket sales and season tickets.

“We work to ensure that people go to matches and interact with the club’s products. Those who go to 5-8 matches a season do not say “Shakhtar” won, they say “We won”. This is what we are striving for, ”Oleksandr Mamaliha summed up.

Tamara Badashvili, CMO of Parimatch Ukraine noted: “Storytelling is the ability to tell the story of your brand, it is a real art. Sports organizations need to look for an emotional connection between fans and their goals. During the pandemic, the winners were those who managed to find an approach to their audience. Emotions affect what foods people choose. Stories are interesting to people. ”

In conclusion, Sports Talk Club, the founder of the marketing company “Evolution” Vladislav Vakhilchuk focused on the specifics of the presence of Ukrainian footballers in social networks, and gave practical advice to all athletes on how to make your website interesting and popular.

You can watch the full version of Sports Talk CLub by following the link

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