Digital Transformation in Sports Digital Marketing
Sports Digital Marketing is helping to European basketball and continues its development without slowing down, with the right marketing strategies and stable economic planning.
With the increasing brand value of Turkish Airlines EuroLeague and local basketball leagues and more reputable brands are included in this ecosystem, basketball is becoming a growing business sector.
In the last 10 years, we have witnessed that teams that act with the right organizational structures and economic strategies have risen to a different position.
As Anadolu Efes Sports Club, we continue our vision of being a reference sports club in every field in Europe. As a club, we attach great importance to working with the entertainment that we offer to basketball fans and the perspective that will expand the sector as well as the results obtained on the field.
Thanks to our long-term marketing and business plans, activities for our fans and ticketing operations, we set an example not only for Turkish basketball, but also for Europe.
Especially with our “digital transformation” strategy that we have implemented since the beginning of the 2016-2017 season, we have started to achieve very successful results in a short time.
Another proof of how successful all our work was was the “Euroleague Devotion Marketing Awards” competition, in which we achieved great success. Thanks to our digital transformation strategy we have implemented, being selected as the “Europe’s Best Marketing Team” by Euroleague has been an indication of how right we are.
In addition to our success to be the only Turkish team to win the Marketing Award by the Euroleague, we have added the honor of being the only team to win this Marketing Award three times across Europe.
The vision that brought us first place in the Marketing Award evaluations, which each team can participate with the marketing projects it has realized, has been “Digital Transformation and Applications for the Fans”.
Based on the point of view that each transformation has a manifesto, we have implemented our manifesto under the motto “Put Your Power Out”. With our new manifesto, we further strengthened the communication between our club and our fans.
Following this step, we made the digital ticket revolution possible to make the match experience of our fans more comfortable, enabling 51% of our combinations and 72% of our match tickets to go digital throughout the season. Our fans were able to easily log in to our matches at Abdi İpekçi Sports Hall with the help of their smartphones.
Within the framework of our digital transformation strategy, we used our accounts on social media platforms more actively and made our sharing language more fun. In this way, we became a part of the life of basketball fans on social media.
Anadolu Efes, Turkey’s most comprehensive platform of fans Fan Club is also holding in “Anadolu Efes Sports Club Mobile App” we renewed again in the 2016-2017 season. With the updated update, we enabled our fans to become members of the application more quickly and earn points. We also continued to offer more campaigns and opportunities to our fans periodically throughout the season.
We plan to continue our “Digital Transformation and Support for Fans” strategy until 2020. As Anadolu Efes Sports Club, we have determined our 2020 targets as follows:
● Reaching 99% in digital ticketing
● 1 million followers on social media
● 50,000 Fan Club members
We are confident that we will achieve these goals before 2020. Because Turkey is committed to popularizing the sport as a team with our basketball club, we trust everyone we can improve the emotional bond.
Being aware of the fact that basketball is not just a sport, we will continue to develop the entertainment sector we are in and build our bond with the targeted masses while creating this synergy with Anadolu Group.
As Anadolu Efes Sports Club, we will continue to represent Turkish basketball outside the field as well as on the field and become a reference sports club in every field in Europe in the coming seasons.
Author: Gökçe Dayı / Anadolu Efes Sports Club Marketing and Corporate Relations Manager