Spanish LaLiga club Real Sociedad has signed an initial one-year deal with digital engagement company PTI Digital in a revenue-share agreement.
The deal, starting September 1, makes PTI Digital the club’s official digital partner, however there are no intellectual property rights or fee exchange included.
The deal is aimed at helping the club drive incremental revenue without a fixed cost base.
Mike Bohndiek, chief executive of PTI told SportBusiness that revenue can be generated via activations with current club sponsors or with new sponsors relating to digital, as well as new advertisers on shorter-form bursts to allow brands to ‘dip a toe’ in club-related advertising.
The app also has scope for creating new mobile app engagement strategies around fan interactivity, such as gamification and fan zones that build repeat usage, bring the wider community into play and grow the user base to yield media value.
Bohndiek explained: “Mobile apps are a 24/7 always-on media asset and with growing innovation in the content and OTT space, are becoming a critical asset from driving awareness and consideration. Further, with known users and smart targeting, sponsors can drive into conversion which allows clubs to prove a tangible ROI from digital assets in a partnership agreement.”
Last week, PTI signed a contract renewal with English Championship club Norwich City.
PTI began working with the club in early 2019 on an initial two-year engagement which has now been extended for a further 18 months.
Initially, the project focused on the club’s technological growth and digital understanding and investment. The extended project will see the club exit from the current EFL digital deal to take control of its own website, streaming product and new mobile app, among other services.