![]() There are obvious costs to this, from hardware upgrades to integrating the many disparate data silos that sports organizations have. “Bringing a holistic approach to delivering a great stadium experience can bring teams and fans closer together, at home, on the go, and throughout the year.” ![]() “This is really about supporting the passion that fans have for the sport and for their teams,” says Pete Giorgio, Deloitte’s US Sports leader. 11 This is where the CIO and CMO can collaborate to sell more tickets, drive more concessions, and deliver more personalized experiences that deepen fans’ relationships with their teams. With a better understanding of the customer, stadium CMOs and CIOs are employing next-generation marketing technologies that treat each fan individually and determine the optimal ways to engage, while gaining a greater ability to model, predict, and support their behaviors. ![]() By digitizing the customer journey from ticketing to postgame and beyond, they are getting closer to the fans and working to deliver more personalized experiences. Now, many stadium CIOs and CMOs, responsible for expanding attendance and growing revenues, are moving to the center of generating fan engagement. As an integral component of engagement, investing in stadiums may be critical to the future of sports. This begs the question: For fans at home, is seeing a raucous, packed stadium, with thousands of spectators surrounding the field, a necessary part of watching the game on TV? Arguably, it is, with the scale and physicality of the social spectacle conveying the impact of live competitive sports. NFL teams and stadium owners-groups that sometimes overlap-find themselves in a paradox: They need to focus on high-quality broadcast experiences while also trying to get people to the games. 9 Indeed, TV rights generate a significant portion of NFL revenues. 8 In 2018, NFL broadcast games were 46 of the top 50 most-watched American TV programs. 7 And although stadium attendance has been cooling, viewership-and revenues from broadcasting live football games-are higher than ever. 6 In one year, a typical stadium will fill more than 500,000 seats just for NFL home games. Among sports in North America, the NFL is the largest in terms of visitors, revenues, and viewership. With enormous scale and reach, National Football League (NFL) stadiums can be a proving ground for fan experiences that can be applied to all large entertainment venues. As more of these experiences require digital transformation, the costs can rise and generating returns can become more challenging. These technological and social changes have unsettled the role of the stadium in many American lives-and are pressuring those who build and manage stadiums to further differentiate and deliver better fan experiences. 4 As Deloitte’s 2019 Digital media trends survey highlights, people now have an abundance of entertainment literally at their fingertips, vying for their time and attention. 3 Many also watch on the go, getting updates from social media and livestreaming apps rather than committing three hours to watch a game in real time. 2 Ticket prices are too high for many sports fans who have built comfortable “digital nests” at home with enormous TV screens, surround sound, and access to 24/7 games and commentary. Get the Deloitte Insights appĪnd yet stadium attendance has stagnated. This article is featured in Deloitte Review, issue 26 Explore considerations for games without fans
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