Analysis of the Structure and Use of Digital Resources on the Websites of the Main Football Clubs in Europe

Santiago Tejedor, Laura Cervi and Gerard Gordon
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Santiago Tejedor: Department of Journalism and Communication Sciences, Universitat Autonoma de Barcelona, 08193 Bellaterra, Spain
Laura Cervi: Department of Journalism and Communication Sciences, Universitat Autonoma de Barcelona, 08193 Bellaterra, Spain
Gerard Gordon: Department of Communication, Universitat Abat Oliva CEU, 08022 Barcelona, Spain

Future Internet, 2019, vol. 11, issue 5, 1-12

Abstract: Football clubs can be considered global brands, and exactly as any other brand, they need to face the challenge of adapting to digital communications. Nevertheless, communication sciences research in this field is scarce, so the main purpose of this work is to analyze digital communication of the main football clubs in Europe to identify and describe what strategies they follow to make themselves known on the internet and to interact with their users. Specifically, the article studies the characteristics of web pages—considered as the main showcase of a brand/team in the digital environment—of the fifteen best teams in the UEFA ranking to establish what type of structure and what online communication resources they use. Through a descriptive and comparative analysis, the study concludes, among other aspects, that the management of communication is effective, but also warns that none of the analyzed team takes full advantage of the possibilities of interaction with the user offered by the digital scenario.

Keywords: football; clubs; webs; digital communication; marketing; engagement (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2019
References: View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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