- Bayern Munich to use the cloud to manage fan relationships
- E-signatures and digital documents used to increase the efficiency of the back office
Bayern Munich has signed a multi-year technology agreement with software giant Adobe to accelerate the digital transformation of German football giants and grow and maintain their fan base.
The Bundesliga champions will use Adobe’s suite of creative and customer management software to manage relationships with supporters worldwide and create personalized digital experiences designed to secure their long-term loyalty.
Adobe’s Experience Cloud and customer data platform will provide Bayern with more in-depth fan profiles and the ability to deliver real-time notifications through preferred digital platforms.
These notifications and digital experiences are tailored depending on whether the individual regularly attends matches at the Allianz Arena or if they are unlikely to ever set foot in the club’s home stadium.
A match supporter can receive last minute ticket availability notifications, while a fan abroad will receive merchandising offers, real-time goal alerts and post-match highlights involving their favorite player.
Through the partnership, Bayern will also use Adobe Document Cloud and Adobe Acrobat Sign for its internal and customer-facing operations. This means that everything from membership agreements and player contracts can be sent and signed digitally, improving efficiency and thus reducing paper waste.
“Today’s FC Bayern fan is digitally savvy and craves new ways to get closer to our club and players. That’s why we strive for lasting and lasting interactions that bring excitement to matchday to our millions of passionate fans around the world,” he said. Oliver Khan. , director of Bayern Munich.
“We are investing in a long-term digital strategy with Adobe’s broad range of business applications at the heart of our technology, to deepen our fans’ interaction with the club and inspire the next generation of fans for years to come.”
“FC Bayern has millions of fans around the world and they are at the forefront of revolutionizing fan experiences,” said Anil Chakravarthy, president of Adobe’s digital experience business. “With this partnership, FC Bayern will create more personalized experiences to enable fans to celebrate the passion and heart of the club wherever they are.”
Adobe entered into a similar relationship with UEFA Champions League winners Real Madrid late last year.
SportsPro says…
As football becomes more globalized, Bayern Munich is one of many clubs hoping their status and track record will attract fans in foreign markets. But these fans can easily be lured away by other clubs, especially in an age where loyalty is more fickle.
Digital channels are integral to nurturing these relationships, but major clubs now have millions of followers, making the one-size-fits-all approach inefficient. The more data a club has about each fan and the greater their ability to act upon it, the more successful it will be at maintaining their loyalty.
Adobe gives Bayern Munich the ability to collect and aggregate data from different touchpoints and take automated actions at scale – crucial when dealing with potentially millions of fans.
Football has traditionally lagged behind other industries when it comes to digital transformation, but, as this and similar technology partnerships demonstrate, rights holders are now recognizing the value of technology in driving efficiencies and reaching new markets.