PwC and tech firm Horizm explore how European clubs can convert digital presence into higher revenues 

27 April 2021

Horizm
Photo: Alamy Benevento fans cheering for their team back in 2018 when they played Juventus FC.

Rights holders across European football have been looking for new revenue streams since Covid struck, in particular through embracing digital innovation to boost their commercial income.

However, sports industry experts at PricewaterhouseCoopers (PwC) believe that many clubs are still not cashing in due to their traditional mindset.

Data indicates that a top-tier club could grow its revenues deriving from digital assets six-fold, from US$3.7 million to US$28.2 million, and for a mid-tier club 12-fold.

Clubs need to “move away from a monolithic view of sponsorship to a view more about advertising,” says PwC’s head of sports business advisory.

PwC has partnered with Horizm, a tech firm founded by former Barcelona and Real Madrid executives, to help clubs generate more value from their digital assets.

Jonathan Dyson dyson@offthepitch.com

Football clubs across Europe require a fundamental change of mindset if they are to generate untapped revenue from the digital content they are producing, according to sports industry experts at PricewaterhouseCoopers (PwC) and the tech company Horizm.

Numerous studies have found that digital accounts for more than half of total media consumption globally, and research by Statista indicates that spending on digital advertising worldwide reached US$325 billion in 2019, representing more than 50 per cent of total advertising spend.

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