Ex-FC Barcelona executives: Clubs should generate more revenue directly from fans

Guillem Graell and Enric Llopart, the former CMO and digital director at the Catalan club, have launched D2F Partners to "design, operate and fund direct-to-fan brands" in sport and entertainment.
Clubs need to create a brand that "transcends football" to build engagement with fans before trying to generate revenue from them: "Most clubs believe they are super connected with their fans … that's totally not true."
Why it matters: As clubs attempt to increase revenue beyond the three traditional pillars – broadcast, matchday and sponsorship – there is a focus on increasing revenue per fan.
The perspective: Graell and Llopart oversaw FC Barcelona's efforts to drive revenue direct from fans. But what is the opportunity and strategy for smaller clubs?

Football clubs are missing a "huge opportunity" to increase the revenue they make directly from fans, according to two former FC Barcelona executives.

Guillem Graell, who was chief marketing officer at the Catalan club from 2017 to 2021, and Enric Llopart who was digital director from 2018 until last December, launched D2F Partners last month.

The company will "design, oper

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