RECORD – The area of communication is your specialty. What are their roles in practice?
MARCO CASTELLANETA – I lead the digital media department at Juventus. I supervise everything involving digital media. And it is a privilege, because we are talking about one of the largest ecosystems in the world, with more than 150 million followers. It is in the top-5 of the world football industry. It has a large network of followers, but that’s not all. Last year we were in the top-5 in views and interactions on Instagram, Tik Tok and Youtube. We are growing and trying to find new ways to keep fans entertained. We have a website translated into five languages, we have an application, a digitally distributed television in the application… It’s a huge ecosystem.
R – Can you explain your path?
MC – I have been working in the sports field for over 15 years. I worked for RedBull, one of the most incredible companies in the world, I had the opportunity to see sport from the side of broadcasters, at DAZN and Eurosport, and I worked for two clubs, two iconic clubs at European level, AC Milan and Juventus . In a way, I saw the same industry from three different perspectives: the brand, the broadcasters and the clubs. I have a generalized view of industry needs.
R – With such a generalized view, how do you analyze the present and future of football?
MC – We live in a defining moment. I feel lucky to be connected to the sport at this time. I feel like it’s a transition phase, where the industry realizes we have to change. Audience habits are different, especially when talking about the new generation. They want new things. The industry has to keep pace. It’s challenging, because perhaps in the 90s football was the reason for living for many young people, but now it’s different.
R – There are those who say that the future depends a lot on the side of communication and marketing, an important area in the conquest of new fans. Do you agree?
MC – We all have the same challenges, which involve figuring out how to reach the new generations. Everyone has different habits, styles. We’re all trying to figure out how to be as relevant to them as football was to other generations. The industry will need to work on the entertainment side, to change the style of clubs and brands. Years ago, the industry led and the audience followed. Now it’s the other way around. Formula 1 went through the same thing. They changed the game, changed the rules. We are also seeing examples of how football can be perceived. In Spain, Cosmos launched the King’s League.
R – And what can be changed in concrete?
MC – I don’t have the answer, because if I had everything it would be easier. When we change, the starting point is the flexibility we need in terms of mindset. We have to be willing to change something that has worked for many years. The first step is sometimes the hardest.
R – In the area of digital media, what can be changed in communication with supporters?
MC – We have to speak their language and use a credible tone of voice. This is the challenge. In the last 5 years, the language has changed a lot and it will probably change again. We have to be ready.
2023-08-15 23:44:13
#Marco #Castellaneta #Football #Formula #Thinking #Football #Summit
