Hannover (dpa) – If the people in charge at Manchester City find their way, you will soon be able to experience a home game of the England champions in your living room. As if you live there.
As the world’s first football club, City want to copy their stadium in a virtual world, the Metaverse. After that, fans just have to wear special glasses to feel like they’re on the right field. The club can sell unlimited tickets in its virtual arena. Roughly speaking, that’s the plan.
Do not miss technical developments
Digitization has also changed a lot in football: technical possibilities and the use of media by young fans. Futurist Marcel Aberle of the Zukunftsinstitut in Frankfurt am Main and Vienna “doesn’t believe that the virtual stadium experience can replace the real stadium experience”. However, he cautions German professional football in particular not to lose sight of these technical developments. Because the generation that grew up with smartphones and social media no longer want to passively watch a sports event for only 90 minutes.
“Football clubs compete with all the other adventure industries, not just with other football clubs. I often have the feeling that not many people understand that yet,” said Aberl of dpa.
In March, he attended a basketball game in the Brooklyn Nets in the United States. “What you’re doing there has been great in terms of engagement and loyalty to your viewers,” said the IT expert. “Each fan can display his video from his cell phone on the big screen in the hall.” In football, on the other hand, he sees “too much leeway and no creativity”.
DFL has realized the problem
The German Football Association, the umbrella organization for the 36 professional clubs, has recognized the problem. “Incredibly great opportunities ahead of us,” said Managing Director Donata Hopfen at the ‘Sports Innovation 2022’ technology fair in Düsseldorf. In the “Game of Innovation” between 1. FC Köln and AC Milan in July, professionals must wear a body camera so that spectators can follow the match from their perspective. Because Hopfen’s claim is: “We want to be the most digital football league in the world!”
The only question is who makes this claim in German football. Because modernization in general and digitization in particular is a topic that some curves of fans and clubs openly oppose. As if the question is: modernity or tradition? And not about: How do the two fit together? “Football takes place offline,” read one of the stadium banners during the Eintracht Frankfurt/SC Freiburg match in April.
VfL Wolfsburg has come a long way
When it comes to the future of the sport, there is hardly a club in the Bundesliga as advanced as VfL Wolfsburg. VfL no longer considers itself just a classic club that it sticks to via membership application and membership fees. Rather, as a “360 degree platform” that connects with as many other institutions as possible.
“There are 350 clubs within an hour’s drive of Wolfsburg, 200 of which have a partnership with us,” explained Michael Miski, general manager. “These clubs receive ticket units, discounts on purchase prices from our suppliers, coach training, management training for division managers, webinars and mini tournaments with subsequent stadium visits from us.”
Meeske also knows that the fact that there is more money and shorter distances at VW’s Wolfsburg location makes things easier for VfL about it. But the former managing director of FC St. Pauli is primarily concerned with the question of how to keep children involved in the sport in the future. “Football that just wants to be a show of fundamentalists will become a niche topic in the long run, and I think it will be less compatible with the fans,” he said. “There will always be a target group for it. But it’s getting smaller and smaller.”
American baseball’s cautionary tale
There is an example in the USA, which is not comparable to 1:1 with football, but nevertheless has a disturbing effect on Meeske. Baseball was the national sport of the 20th century in America – until, unlike American football and its successful professional NFL league, it failed to open up to a targeted group of young adults.
Baseball games sometimes last up to three hours. Young people often find it boring. Thus the decisive game of the last baseball season in the United States was watched by only 11.75 million television viewers, while 99 million watched the Super Bowl. The most famous baseball player, Mike Trout, has 1.9 million followers on Instagram. Football star Odell Beckham Jr. has 16 million.
The club crest should be immediately recognizable
But back to football. There, Munich graphic designer Mirko Porsche was commissioned to design a new logo for Italian club Inter Milan. His multi-award winning studio has previously worked at the Venice Biennale and the clothing label Supreme in New York. But never for football customers.
“Inter chief Stephen Zhang was only 27 at the time and thinking much more digitally,” Borsch told dpa. “The new logo was about creating quick recognition. If you look at the tables of sports sites or betting offers on a mobile device, the club’s logo should be recognized immediately. As more and more people watch matches on their mobile phones, the logo should also be visible on the chests of players.”
So the Porsche team changed the color blue and removed two of the four letters from the coat of arms. The response from many fans was very significant (“I now know almost every Italian swear word”). But after this “rebranding” not a year passed before Inter signed a contract with an Italian high-fashion brand, because the new brand identity is now very modern.
And about the coat of arms of German clubs, he said: “HSV, the second German league! Hardly anyone else meets modern requirements in visual appearance.” Thus graphic designer Porsche, futurist Aberl and football director Miski looked at German professional football from three different perspectives, but they all came to a similar conclusion. “Football clubs are often in a very bad position at a strategic level,” Aberle said.
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