Southampton eyes international growth with overhauled digital strategy
Southampton is making moves to ensure it can remain competitive off the field ahead of the start of the new Premier League season and has appointed Delete as its new digital partner to help boost its international presence.
The Saints will work with the London-based digital agency to develop a digital transformation strategy centred on increasing fan engagement within the UK and building a greater international fan base.
Part of the fan engagement focus will see Delete creating a range of new digital consumer touchpoints, across multiple channels, which will also attempt to raise awareness of the Southampton brand.
James Kennedy, marketing director at Southampton, said: “The nature of the ever-changing digital media landscape meant that we were looking for an agency that, like ourselves, is not afraid to think outside the box and challenge the norm. Throughout the pitch process Delete showed a great understanding of our brand and digital ambitions, as well as how we can best serve our supporters whilst remaining true to our core values.”
Delete director of user experience, Tom Dougherty, added: “Southampton FC has big ambitions to build on their recent success with the growth of their brand internationally.
“Our focus will be to bring fresh innovation to the club’s digital communications - ensuring they harness the full potential digital can have on their commercial performance and to the progression of the Saints FC brand globally and at home. We are fully committed to ensuring we achieve this mission over the coming years.”
The partnership comes amidst a busy summer for the club with new brand partnerships including a seven year kit deal with Under Armour and the appointment of Virgin Media as its new main sponsor.
Southampton’s attempts to strengthen its fan engagement are part of the club’s strategy to engage with the fans more like a brand, rather than a football club. The club hopes that this alternative marketing tactic can help close the gap on the bigger clubs in the Premier League.