Adobe and FC Bayern, one of the world’s most historic and successful football clubs have announced a multi-year partnership to power the club’s digital transformation. The partnership will bring new, personalised experiences to its millions of current and future global fans – both on and off-line. The partnership is expected to drive greater efficiency and more sustainable business practices through Adobe’s enterprise solutions.
With a rapidly growing global fanbase, FC Bayern is passionate about connecting fans to their favourite club in new ways. Adobe’s technology will provide FC Bayern the ability to better understand fans to create more engaging and individualised sports experiences.
Adobe Experience Cloud, including Adobe’s customer data platform, will help FC Bayern create fan profiles. The profiles will help better understand how supporters engage with the brand. Furthermore, ensure they enjoy a more personal relationship with their favourite teams. This means the overall matchday experience will be enhanced for fans, giving supporters real-time notifications at their fingertips. This includes merchandising discounts, video content and last-minute ticket availability.
Digital experiences across platforms
With more digital experiences across platforms, channels and devices, FC Bayern fans will never miss a moment. Whether they are at the Arena, on the go or in the comfort of their home. For example, when a goal is scored fans will receive content on their preferred channel to celebrate the real-time moment. As well as post-match video commentary and highlights.
FC Bayern will also use Adobe Document Cloud, including Adobe Acrobat Sign, to digitise collaboration with fans, employees and partners. With Document Cloud, activities like signing up for memberships or executing player agreements will be quick and secure. The company says it also reduces the environmental impact.
“Today’s FC Bayern fan is digitally savvy and craves new ways to get closer to our club and players. This is why we aim to create sustainable and lasting interactions that bring matchday excitement to our millions of passionate fans across the world,” said Oliver Kahn, CEO of FC Bayern. “We’re investing in a long-term digital strategy with Adobe’s breadth of enterprise applications at the core of our technology. To deepen how our fans engage with the club and to inspire the next generation of fans for years to come.”
“FC Bayern has millions of fans around the world. They are at the forefront of revolutionising fan experiences,” said Anil Chakravarthy, president of Digital Experience Business at Adobe. “With this partnership, FC Bayern will create more personalised experiences. This will enable fans to celebrate the passion and heart of the club wherever they may be.”
Enterprise Times: What this means for business
Increasingly, technology companies are using their core applications and data to enhance the sporting experience for players, coaches or fans. It has become a key tool in a variety of athletic training. Technology is used with goal-line cameras and sensors in football and hockey to support referee decisions. American football players use in-helmet headsets to communicate with coaches on the side-line during games.
Infosys developed its tennis platform supporting the French Open tournament to transform the way tennis games are viewed and analysed. Electric Racing Academy uses Software AG’s Cumulocity IoT platform to connect the car to the central control panel. This makes the car an interconnected, real-time, communication platform on wheels. FC Bayern follows other football teams and sports embracing technology to drive digital transformation. Its decision to partner with Adobe to drive change for fans, follows Real Madrid, who has also partnered with Adobe. Adobe was not forthcoming about the specific initiative that will be developed to support the partnership. Enterprise Times will have to watch out for further developments with this partnership.
