Interview: ex-Premier League commercial chief says personalised content key to monetise fans
Alamy
Brian Phillpotts, the former commercial director of the Premier League and English Football League, says sports competitions and clubs can use data and personalised content to unlock revenue direct from fans.
As a Manchester City fan himself, he was impressed with a personalized video he received from the club, where he was taken to sign a contract with his name on it alongside Pep Guardiola.
Why it matters: Clubs and competitions are searching for ways to increase revenue from fans – personalised content may be the answer.
The perspective: Phillpotts, an experienced operator in football, says the industry is in a "second wave" of recruiting outside experts to assist in digital transformation.
7 September 2022 - 2:37 PM
Brian Phillpotts believes little has changed about how the Premier League makes money in the 15 years since he headed up the competition's commercial operations.
"If you look at the way the Premier League conducts its business, it really hasn't changed that much over the period," he tells Off The Pitch.
"The number of broadcast packages has changed. The central sponsor has gone
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