SL Benfica launch digital video platform
SL Benfica (one of the
most important football clubs in the world) has become the first club in
Portugal and one of the first in the world to launch a digital video platform
featuring exclusive content produced daily for its fans.
This platform would
include diverse content such as: interviews with current and past club legends;
interactive visits to the stadium; games and shows aimed at the fans, replays
of historical games, and others.
In my opinion, the brilliance of this idea, comes from the fact that it engages
the club’s over 6 million fans on a continuous basis, rather than once a week,
when the team plays.
Launched on the 2nd
of January, this platform proved to be most relevant when the Covid epidemic
arrived in Europe and suspended all football competitions.
At a time when there were no games and barely any club exposure to the fans,
this platform allowed Benfica to stay close to their fan-base, promote their
products and boost alternative revenue streams.
With the beginning of the new season the past week, and the games without
public, I believe this platform will continue to grow their customer base and
become an important marketing pillar in the club.
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