Peter Moore, the CEO of Liverpool FC, has voiced his concern over losing the next generation of fans to video games such as Fortnite.
Despite the club’s recent successes, Moore believes that technological engagement is crucial to keeping younger fans interested.
The Changing Landscape of Fan Engagement
In a world where attention spans are increasingly fragmented, Liverpool FC is facing a new kind of competition. According to their CEO, video games now pose a greater threat to fan loyalty than rival football clubs. He stated, “Ninety minutes is a long time for a millennial male to sit down on a couch.”
Peter Moore took over as CEO in 2017 and has since been focusing on the club’s technological prowess. He stressed the importance of adapting to changing viewer habits to ensure the club’s future growth. Moore’s background in the tech industry gives him a unique perspective on the challenges ahead.
Rise in Social Media Engagement
In 2018, Liverpool FC saw massive engagement on social media platforms such as Instagram, Twitter, Facebook, and YouTube. With 463 million interactions, they were among the top five globally, only trailing Manchester United in the Premier League.
Moore noted that this surge in social media interactions is essential for reaching younger audiences. He emphasized, “We need to package content in bites of 60 to 90 seconds to keep their engagement.”
Collaboration with IBM for Technological Advancement
Liverpool FC has partnered with IBM to optimise its digital presence.
The collaboration aims to enhance the club’s websites, build global apps, and generate relevant content for fans. Moore highlighted the necessity of personalised content, stating, “The more we learn about you, the more we can push [relevant] stuff that you’ll click or engage.”
Such technological improvements are not just about keeping fans engaged; they are also a way to boost revenue through eCommerce platforms and video subscription services.
Economic Impact and Global Reach
Moore pointed out that technology plays a significant role in attracting international fans to Anfield. The influx of global supporters has a positive economic impact on the city of Liverpool, which still faces socioeconomic challenges. Moore said, “We have thousands of people who fly in from all over the world to watch Liverpool play, and that has a positive economic impact on the city.”
This strategy is part of a long-term investment to make Liverpool FC an even more global brand. It forms a symbiotic relationship where the club benefits from additional revenue, and the city gains economically from the increased tourism.
Monetising Fan Data
The club is keen on monetising the data it collects from fans to personalise their experience further.
Moore explained, “What does it cost me to go get you? I want your name, your gender, your e-mail address. If I can get your credit card number, that’s a huge plus.” This data is crucial for understanding the lifetime value of each fan.
By utilising this data, Liverpool FC aims to create targeted marketing strategies that can significantly boost their revenue streams.
The Future of Football Fandom
The increasing role of technology in football is undeniably shaping the future of fandom. Clubs like Liverpool FC are adapting to new challenges by focusing on technological integration and innovative fan engagement strategies.
Moore is optimistic but cautious. He believes that failing to adapt could result in losing an entire generation of fans. “We are an industry that needs to harness technology to make sure we don’t miss an entire generation of young people growing up that don’t have that love for football,” he warned.
Peter Moore’s concerns highlight a broader issue within the sports industry. The need to adapt to technological advancements is crucial for long-term success.
Liverpool FC is making significant strides by partnering with tech giants and focusing on fan engagement, ensuring they remain relevant in an ever-evolving digital landscape.