Fans are at the heart of every football club.
Much like how customers want the best experience possible, fans want that same heightened experience. When dedicating their lives (and sanity) to the team they love, they want to feel connected to them. Technology can be that bridge between fans and their clubs.
As with every industry, technology is already making waves on the pitch – but we aren’t talking VAR. Take the Deutsche Fußball Liga’s (DFL) collaboration with AWS, where the platform delivers real-time data insights that gives fans a deeper understanding on player performance. Their partnership aims to engage supporters, improve the overall broadcast product, and transform business operations.
That ‘engagement’ stretches to other technological incentives, including Wrexham’s push for live immersive experiences. Their growing global fanbase, thanks to a documentary series and some help from Hollywood, drove the decision for Cosm to screen fixtures in their US-based theatres. Again, fans want to be connected.
That connection, and those previously mentioned outcomes, are why football clubs should be, and are, turning towards MVNOs.
In the know on MVNO?
If not, then Gamma has you covered (don’t we always?). A mobile virtual network operator (MVNO), through a verified mobile network, provides connectivity services under their own brand to customers. They lease network usage from a major carrier and deliver products to their respective industries.
MVNOs supply their customer base with a range of services, include mobile connectivity packages and SIM cards. There’s no need for them to prioritise network infrastructure and its upkeep. Instead, all the focus can be on distributing services, marketing prowess, and customer service.
It’s a strategic decision that drives great value in terms of revenue and loyalty. Organisations, however, can be susceptible to either under or overestimating the amount of work involved. Sales and marketing functions will have to work hard to promote these offerings and drives further routes to market to continually generate margin.
In the opinion of James Gray, MD of Graystone Strategy, a consultancy specialising in advising MVNOs:
“The most successful MVNOs are the ones that target certain customer segments with offers that meet that community’s passions and needs. In many cases this has been brands with no telecoms experience but a clear vision of how they can deliver a telecoms product which perfectly fit’s their customers.
The technical delivery can be done in partnership with a mobile virtual network aggregator (MVNA), who can provide network access, billing, CRM and even the distribution of eSIMs. The MVNA can focus on technical excellence whilst the brand delivers what they do best, building a brilliant customer experience and bringing the new and exciting telecoms product to market. These types of partnerships have proven a winning combination for many global brands that have launched MVNOs.”
Now, it’s the turn of football clubs to start building their own MVNOs.
A new playing field
It’s worth mentioning that the concept of MVNOs isn’t new to clubs across the globe. Spanish giants Barcelona plan on launching Barca Mobile, offering both fixed broadband plans and data to their fans. While the Nou Camp receives 5G upgrades to improve connectivity capabilities, subscribers will enjoy exclusive Barcelona-centred discounts and perks.
All this has come from their partnership with NEVG and the Orange network.
Over in Italy, AC Milan turned to Afinna One to create a SIM card for their supporters. Introduced in 2023, AC Milan Connect offers data plans to fans centred around milestones in the club’s history. Alongside this, ConnectVerse offers fans a new way to interact with the club through a platform that offers exclusive digital content and merchandise discounts.
But it’s in Brazil where MVNOs are thriving. 2017 saw Corinthians offer prepaid plans to their fanbase with +Smartimão, along with that exclusive content fans crave. As of 2020, 8 clubs, including Sao Paulo and Fluminense, were already offering mobile service, with plenty more in that pipeline.
There are things to learn from football clubs that have already moved into mobile. It’s not enough to put the logo on a price plan; leaders understand the fan psyche and are delivering services they want. It’s a bit of magic that fans can’t get any other way.
Data, SIMs and other mobile services are a huge draw for these ventures, but it’s that ‘exclusive content’ that fans want.
Connected community
Across the UK’s professional football leagues in 2024, total attendances were estimated to be 55 million. Despite rising season ticket prices (7.5% in the Premier League alone), the nation remains dedicated to the sport. They want to see their team and be part of that ever-growing community.
It’s what makes the prospect of MVNOs so enticing. They want that immersive, fan-friendly experience that redefines how they interact with their clubs. Fans may be at the heart of every club, but it’s their loyalty that maintains the connection.
Football fans are a great example of a passionate community, united by their love for the club and their eagerness to engage with their passions.
Buying services from a club’s MVNO can give subscribers access to more in-depth engagement features. Fan forums, discounts, and exclusive commentaries can give supporters a whole new way to stay in touch with their club. More importantly, fans can remain part of a community of like-minded, dedicated individuals.
Expanded brand presence
Off the pitch, football clubs rely on their social media presence to stand out from the crowd. Success does attract followers, but it’s also the brand itself that people are allured by. A combination of high-profile players and prestige are two factors that has garnered 411 million followers across major platforms for Real Madrid.
An MVNO can give fans access to both exclusive content and much-needed mobile services. It can build the foundations for further product ventures, including roaming rates for away games out of the UK. Post-Brexit Britain means there’s no longer a guarantee for network operators to provide free roaming charges.
MVNOs provide a whole new model for football clubs to explore. There’s a greater opportunity to work in partnership with other brands, such as through merchandise, and acquire new users. That opportunity fosters existing loyalty that only builds in the long-term.
New revenue streams
An expanding community means an expanding market. On the back of the 2022 World Cup, the European football market grew by 16% and hit a new height of €35.3 billion. According to estimates from FIFA, there are over 5 billion football fans across the globe.
MVNOs open a whole new revenue stream for clubs. Subscription fees and basic mobile plans are just the start of what an MVNO can achieve. Merchandise and ticket promotions can be that next step which boosts greater revenue, while also giving clubs insights into fan behaviour. That data can influence future promotions and marketing strategies.
Some teams are backed by extensive financial capital, while others must operate more cautiously to maintain stability. Partnering with a trusted MVNA can be that step towards increased revenue and long-term ambitions.
Combining football with mobile deepens a club’s connection with their passionate fan base and drive incremental revenues for the club. The sort of loyalty football fans have is invaluable, so any club that considers offering a mobile service must put this at the centre of their strategy
Their loyalty shouldn’t be exploited in the name of profit, after all.
Hit on the counterattack
As with every technological opportunity, there are challenges and hurdles to be aware of. The draw of exclusive content can only go so far, especially if it becomes repetitive. It’s down to the powers that be for MVNOs to keep delivering something unique that keeps this niche market of fans engaged.
The mobile market is also an extremely competitive space. Larger MNOs dominate proceedings with connectivity offerings that add more value through a greater range of features. MVNOs must operate with agility and adaptability to keep pace with the bigger players, while also staying profitable.
Then there’s the network itself. MVNOs are reliant on MNOs, so success can hinge on a reliable network infrastructure and the initial agreements between both parties. If connectivity becomes an issue, those who have subscribed will be left frustrated.
Those agreements also stretch to the leagues themselves. Regulations and licensing agreements are just another thing to consider when clubs look towards launching their own MVNO. Richer clubs may have access to the best legal advice around, but all that planning and strategising can delay initial launch plans.
It can look daunting for football clubs to enter the MVNO space, but when working alongside a reputable MVNA, those risks and challenges can be handled with ease.
An MVNO with finesse
There’s no better time for football clubs, or other organisations, to look at MVNO possibilities. The approved merger between Vodafone and Three will create the UK’s largest mobile network and provide real impetus to the nation’s 5G ambitions. With that kind of connectivity available, MVNOs can rely on a stronger, more reliable network.
Emerging eSIM technology can also change the game for MVNOs. The removal of traditional SIM cards cuts down the time required on activating plans or switching providers. Streamlined onboarding and the ability to connect during peak demand times means fans don’t miss out on the action.
Gamma remains committed to providing personalised services and tools that manage customer needs effectively. Something as customer centric as MVNOs means organisations, regardless of their industry, must collaborate with an experienced MVNA. The potential behind MVNOs is one that cannot be missed, especially for football clubs who rely on fan loyalty.
Football and mobile technology are a great partnership. After all, Arsenal did go a whole season unbeaten with O2 as their shirt sponsor…