HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

How football organisations manage to keep fan's engagement through digital technologies

Deval, Martin ULiège
Promotor(s) : Standaert, Willem ULiège
Date of defense : 24-Jan-2022 • Permalink :
Title : How football organisations manage to keep fan's engagement through digital technologies
Translated title : [fr] Comment les organisations de football parviennent-elles à maintenir l'engagement des supporters grâce aux technologies digitales ?
Author : Deval, Martin ULiège
Date of defense  : 24-Jan-2022
Advisor(s) : Standaert, Willem ULiège
Committee's member(s) : Lesuisse, Cyrille ULiège
Language : English
Number of pages : 99
Keywords : [en] NFT
[en] social media
[en] social network
[en] fan's engagement
[en] football clubs
[en] football organisations
[en] digital technologies
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Professionals of domain
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Football is one of the most famous sports in the world, and it is evolving considerably. Indeed, whether it is the way it is followed, watched, or experienced, it is constantly changing. The digital revolution is having a big influence on these changes, which are having an impact on the football world. The place of the fan in football is also constantly changing. Today, they are hyper-connected and informed of every news about their favourite club or athlete.
The ways football organisations keep their fans engaged are now mainly based on digital technologies. The sport results are not sufficient in today’s world.
This thesis examines how football organisations use digital technologies to keep their fan’s the most engaged as possible.
In order to get a proper vision of how organisations do, some football organisations have been interviewed. This study is mainly based on the answers the interviewees gave about their digital technologies use.
This research demonstrates that football organisations have different digital strategies, depending on the technology they use. Regarding social networks, all football organisations seem to use them with the same final objectives in terms of fan’s engagement. However, when it comes to NFTs, as it is a recent technology, football organisations do not share the same points of views and objectives



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  • Deval, Martin ULiège Université de Liège > Master sc. gest., à fin.


Committee's member(s)

  • Lesuisse, Cyrille ULiège Université de Liège - ULiège > HEC Liège : UER > UER Management: Gestion internationale - Entrepreneuriat
    ORBi View his publications on ORBi
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