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Players, coaches, referees and administrators, all on the field competing for tournaments, but without our guests in a series. Football creators, The game will not be as we see it today.
They can be called our great commentator Mimi El Sherbiny.Soccer recordThe industrialists with whom the hearts of millions are related, and also generate millions in terms of income and profits.
Our guest is Sherif Hassan, the digital marketing of the African Football Confederation (CAF), who will tell us about the importance of digital marketing, what we do not know and how it generates millions of dollars if there is a solid model to implement it.
And Sharif Hasan says all of the following …
“After a period of work in the electronic press, I started thinking about changing and getting courses, specifically in content rights management, and I got several certificates from different sides and a diploma from the American University in this field. My last job during my time at FilGoal.com these were customers who wanted to buy content produced on the site as videos. “
“After a period of personal interviews, I joined CAF, which wanted to establish a digital marketing division, and they were looking for a candidate with experience in the content industry and knowledge of digital rights, and I joined CAF in 2015 “
“In order to explain what digital marketing in sports is, we have to go back two steps and answer an important question: how is any soccer match or championship marketed? Before answering, we must also make it clear that marketing is different from sales. “
In the beginning, how is football marketed?
“Any soccer tournament / game is marketed in 3 ways. The first is (sponsorship rights). In any championship there are championship sponsors, and these sponsors swear in degrees. There are companies that advertise around the stadium, for example. The second thing is (broadcasting rights), which are the rights to show matches through the screens that the channels receive. “
“The third thing we are talking about here is (digital rights) whatever its purpose, dissemination, benefit or any other matter, these are 3 essential things in the marketing of any match or tournament.”
What about digital marketing, what is it?
“Digital marketing can be divided into several layers. First: For any tournament, there are sponsors. These sponsors need Digital Activations campaigns to connect and communicate between fans of these competitions and their target audiences in an advertisement, such as an application on their mobile phone that users expect from the man of the match, for example, or his result. Or many games and activities offered through digital media.
“Most sponsors need campaigns like this. This is something that has not been around for 5 years. To convince any administration to invest in these issues, we tell them that whatever you get from using your electronic device, if it is a mobile phone, personal computer or smart TV is included. ” Under digital marketing. It’s not just about social media“
“We facilitate the sponsors of these campaigns, whether online, by providing the required content and managing it from images, clips or information or on the ground, such as sending the prize or the fan of the match or the messages of the players to their fans, it’s a great process and it has a lot of detail. “
“The second layer Linked to the development of television broadcasting, not the broadcast itself. Do you notice the statistics that appear on the side of the screen during games? This is a digital tool, our responsibility is to combine those statistics with TV broadcasts, to show that the statistics are not produced by the same company that produces broadcasts and therefore it is an integration process with TV broadcasts. “
“The third layer, Among the projects we also offer, you are archiving matches through a platform to which any administration with sufficient access, arbitrators, discipline committees and competition committees, all committees. These are issues that do not appear to the public but are part of the digital marketing process in football. “
“The content recorded on this platform is used in the videos we produce, and at enough parties, as long as you can integrate that content, this means your success and your success personally.”
“The fourth layer, You are dividing the content into salable packages. There are general types of those packages, such as direct streaming over the Internet and Near-Live, which are the goals you see after being recorded via social media, for example during the game, there are game summaries, as well as tour summaries and photo services, all of which are converted into separate packages that are sold separately. “
“To explain the matter, for example, BN Sports has the right to broadcast TV for K-Competitions, but has signed a completely different contract to obtain the direct digital broadcast service through the BN Connect service.”
The fifth layer that appears directly to people. They are social networks. In the past, CAFE’s strategy was in the media. Is nothing. “
“Kafe’s pages published today’s match dates and results. Over a period of 3-4 years, there was no intention to invest in that region for multiple and interrelated reasons between the viability of this investment and the size of the yields from it, which is a strategic decision determined by the top leadership in any organization. “
“I saw that this strategy needed to be changed, and last year we introduced our new project and got approval from the Kef Executive Office to do it. We went to produce different and more interesting content. So people showed the difference in K.’s communication platforms. “
“There is more freedom in content, more inclination to entertainment and enjoyment. People now say that the way of communication for Kave has changed in the last year, but that it is the result of a continuous process of digital marketing for 5 years” . Some limit it only to social media This is not true. Perhaps the media are the ones that generate less income, but the previous classes generate much more money. “
“Overall, and with digital marketing revenue accounts last year, CAF made almost € 20 million from digital marketing.”
How are digital rights sold?
“Each package is sold separately, and the process of dividing content has a number of rules, for example, that platforms do not conflict with each other. For example, we cannot sell summaries to two parties that transmit them through social networks, or through YouTube, for free, for example. “
The biggest challenge?
“The challenge is the idea of establishing a digital marketing division from scratch and convincing the federation’s executive office and senior management of its importance. How to convince an officer of their need for a million dollars to invest in media “She will not understand because it will generate long-term profits, and this is not always a welcome strategy, especially from the digital culture. She is new to the world of soccer.”
“This is a new market, perhaps the biggest advance was at the 2014 World Cup. FIFA started expanding in digital marketing in 2012 and made a profit and sales in 2014, and I joined CAF in 2015.”
The biggest success story?
“It was, without a doubt, the Africa Cup of Nations 2019. It was the first tournament in which 24 teams participated, in 6 stadiums, this was a great challenge, with the new strategy tending more towards entertainment, it was a great operation during which I led a team of approximately 42 people. “
“We had partnerships with Facebook, Twitter, Instagram, YouTube and Google, each platform had a separate project. It was huge.”
“We got great acclaim from these platforms, certificates of appreciation, and official reports indicating that we had higher numbers than the America’s Cup and the Women’s World Cup, which were held at the same time.”
What are the future plans?
Continuously improve content, while expanding our work across multiple platforms. Our goal is to organize workshops for all civil associations and clubs that participate in tournaments sufficient to spread digital culture, and invite speakers from Facebook, Twitter and YouTube to give them courses. “
“We want to create the Echo-System, the literal translation is the echo. We don’t want to talk about ourselves, to grow everyone should be great in this field.”
“I hope people understand that the digital marketing industry is not just media or content pages, it is just a part of it. Everything you get from your phone or laptop is digital and can be postponed.”
“We oversee 54 local federations, and I try to encourage all African federations in general and the Egyptian Football Association to take serious steps to invest and develop the digital marketing sector, because it wasted many rights and huge sources of revenue due to the lack of interest in the digital marketing industry. Egypt is the largest federation In Africa, with history and numbers, it is not correct to waste such potentials without commercializing them. “
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