Digital Transformation - David Torres, Digital Area Manager at Getafe CF
In the midst of an evolving landscape, the traditional reliance on video rights, player trades, and ticketing by clubs has encountered a significant setback due to disruptions in these conventional revenue sources. This challenge has prompted football clubs to explore new avenues, leading to a pivotal embrace of digital transformation. This strategic shift is not exclusive to industry-leading clubs but resonates across sports organisations at every developmental stage.
Our series of articles aims to spotlight proactive initiatives and projects undertaken by diverse clubs within the sports ecosystem, providing insights into how digital transformation shapes the future trajectory of sports organisations.
How is digital transformation perceived at Getafe CF, and how do you ensure successful implementation in all operations? How is the digital acculturation within the club, and to what extent have the club’s employees accepted it?
DT: At Getafe CF, we are thoroughly convinced that getting on the digital transformation train is essential. We are a club interested in modernising at all times and taking steps that corroborate this daily. In recent years, the Club has made great strides to catch up with other Clubs in the category. Within the group, we have highly qualified professionals who understand the development and the importance of advancing technologically and always being in parallel with the latest developments in this field.
What challenges have you encountered while integrating digital solutions in a traditional sports environment? How were these challenges overcome?
DT: As a small family club accustomed to longstanding processes, integrating digital solutions used by larger clubs posed a significant challenge. The shift towards an Agile mindset, emphasising individual and continuous improvement, has enabled us to gradually adopt new processes through trial and error, learning from our mistakes.
Football clubs are not just sporting entities; we are large companies that, in addition to passion, must seek business avenues to grow capital beyond the field. Through digital integrations, we've modernised, connecting with our local and global fan base. The evolution, driven by dedicated professionals, has expanded our markets beyond Spain and Europe, contributing to our growth and success.
Source: Getafe CF
How do data analytics and digital insights impact decision-making at Getafe CF's digital department, and is there a system in place for facilitation? Additionally, what ecosystem is created for LaLiga clubs, such as through LaLiga tech's collaboration with Microsoft, and is there a centralised data structure benefiting all clubs?
DT: In our daily operations, the analysis and accurate interpretation of data are fundamental. We continuously grow our database, utilising lead-generation campaigns to understand various markets and engage with regular and potential users. At Getafe CF, a dedicated team focuses extensively on data analysis and collection, guiding decision-making by providing insights into our evolving environment.
LaLiga, in collaboration with Microsoft, has established a structure supported by PowerBi for fan data management through Marketing Cloud Salesforce. This shared platform is accessible to all participating clubs, with each club maintaining control over its data, ensuring privacy as only LaLiga has access.
How does Getafe CF stay adaptable in the evolving digital landscape and effectively adopt new technologies?
DT: We follow a straightforward approach, the success of which is attributed to the exceptional talent within our staff at Getafe CF. The professional validity of our team, known for their continuous learning and keen interest in staying informed about emerging trends, adds priceless value to the club.
Speaking about fan engagement: We understand that it extends beyond matchdays. What key strategies have Getafe CF implemented to leverage digital platforms and technologies to maintain a continuous connection with fans?
DT: Last summer, we initiated a significant shift in our communication approach, modernising the department and adopting a fan-centric philosophy. Today, our strategy revolves around placing fans at the core of our digital ecosystem, creating content that resonates with them. This shift has led to a remarkable improvement in the fan-club relationship, with digital platforms playing a pivotal role. Through our active presence on social networks, we've successfully made fans feel integral to the club, engaging them with initiatives, activations, and activities that were previously unexplored. The consistent frequency of these milestones has ensured continuous connection and engagement with our fan base.
Source: Getafe CF
What advice would you like to give football clubs or any digital manager who wants to start their digital transformation journey?
DT: We believe 99% of a company's digital transformation depends on culture and people. You surround yourself with good professionals with qualifications and continuous interest in being at the forefront of digital transformation. This consists of investing in talent and helping with the constant training of these assets.
Lastly, how do you envision the role of digital & new technologies in sports evolving over the next 5–10 years?
DT: If we were told 5 or 10 years ago about our current state, it would have been hard to believe. The evolution of digital communication is not progressing at a predictable pace; instead, it's accelerating. New platforms emerge, users become more connected, and information overload becomes a challenge. Digital communication, now more important than ever, shows no signs of slowing down.
At Getafe CF, we stay proactive, eagerly anticipating and embracing the evolving technological landscape. We look forward to adapting swiftly to new communication paths, ensuring our position at the forefront of the ever-changing world of sports.
Source: Getafe CF
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