Mémoire-projet

Abstract

This thesis aims to optimise the digital reach and fan engagement of Belgian football club KAS Eupen, with the broader goal of increasing revenue independently of on-field performance. The central research question addresses how KAS Eupen can enhance its digital strategy to better meet the expectations of modern football fans while creating new revenue opportunities. The study begins with a literature review focusing on key concepts such as digital transformation in sports, fan engagement, and evolving consumer behaviour, especially in the aftermath of the COVID-19 pandemic. These theoretical insights establish the relevance of digital innovation in sustaining and expanding football club operations. The empirical approach relies on qualitative methods. Semi-structured interviews were conducted with both internal stakeholders (club employees and partners) and external stakeholders (fans). This dual perspective allowed the identification of structural challenges in the club’s current digital operations, as well as a clearer understanding of fan expectations regarding content, interaction, and platform use. Key findings show a significant gap between the digital behaviours of fans and the club’s current digital strategy. Fans express a desire for more interactive, personalised, and frequent content across platforms. Internally, limitations include a lack of specialised resources and clear strategic orientation. Based on these insights, a set of practical recommendations is proposed. These include strengthening social media presence, diversifying digital content formats, implementing fan-centred engagement initiatives, and exploring monetisation opportunities such as exclusive digital memberships. The proposed roadmap aims to position KAS Eupen as a more digitally agile and commercially resilient club.