Beyond the Field: The Impact of Innovative Media Content on Fan Engagement and Revenues in Football Teams

Sammanfattning

This thesis investigates the impact of innovative media content on fan engagement and football club revenues. The research strategy is qualitative; semi-structured interviews were conducted with industry professionals to collect primary data, supplemented by secondary data from academic articles and industry reports. Interview results show that short and long form media content such as clips, gap and game or sports documentaries, offer an authentic look behind the scenes of football. In doing so, they can increase fan engagement and attract new followers both locally and internationally. In addition, it emerges how this content generates new revenues, direct through broadcasting rights and indirect through increasing the commercial appeal of clubs. The thesis then also discusses the challenges of balancing engaging narratives and authentic representations while protecting player privacy and club integrity. Future trends see athletes transforming into real brands and clubs into media houses enhancing in-house content production. In conclusion, the research extends the theoretical and practical understanding of the dynamics between media content and fan engagement, offering practical guidance for sports marketers to effectively use these dynamics for economic success and broadening football's fan base.