E92: A Sports Business Masterclass w/ Peter Moore (Former CEO at Liverpool FC)
May 23, 2024
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Former CEO of Liverpool FC, Peter Moore, discusses fan engagement in the sports industry, accomplishments at Liverpool FC, sports business model, upcoming projects, and the social side of football. Topics include lessons from the video game industry, future of football, and creating a lasting legacy through fan engagement.
Community engagement in video games influences fan anticipation in football industry content.
Match day revenue drives commercial growth via stadium activations and fan experiences.
Clubs must balance global and local fan engagement to ensure commercial success and community harmony.
Deep dives
Evolution of Content in the Football Industry
The evolution of content in the football industry mirrors the importance of content in video games. Early secrecy around game development has shifted to community engagement and sharing information throughout the process, leading to heightened anticipation. Building a world around the game, unveiling characters, environments, and gameplay elements, now creates a sense of involvement and excitement before launch.
Fan Engagement and Match Day Revenue
Match day revenue remains crucial for clubs as it offers a platform for sponsors and advertisers to activate their brands on a massive scale. Providing an unbeatable canvas through stadium activations, match day revenues drive commercial growth for clubs. However, with limited stadium capacities, the focus on match day revenue has shifted towards creating unforgettable fan experiences that drive additional revenues through sponsorships and broadcasting.
Balancing Global and Local Fans in Club Strategies
Clubs navigate the delicate balance between engaging global and local fans to maintain community harmony. While international fans may offer higher lifetime value commercially, local fans form the heart and atmosphere of the club. Establishing a global pulse while maintaining a local heart, clubs must ensure both sets of fans feel valued and connected to the club. Strategies that honor the legacy of local support while embracing global reach are critical for club success and sustainability.
The Evolution of Content in Football Clubs
Football clubs are increasingly focusing on creating unique content to engage fans and generate revenue. Examples like Manchester City having their own media facility and Liverpool's exclusive content on LFC TV showcase the shift towards using content to keep fans engaged and attract sponsors. Behind-the-scenes stories and emotional connections are becoming key elements in monetizing fan bases.
Football's Social Impact and Community Involvement
Football clubs, like Liverpool, recognize their responsibility to create social impact and give back to the community. Initiatives like the LFC Foundation and Red Neighbors demonstrate how clubs can address social issues like education and food insecurity in their surrounding areas. By leveraging the power of football for good and embracing community roots, clubs can build a legacy and positively impact their local areas.
This week we have the privilege to sit down with Peter Moore, former CEO at Liverpool Football Club, and someone with a remarkable sports, video game, and entertainment industry career.
Peter is a confirmed speaker for WFS Americas, which will take place on June 5-6 in Mexico City, and we thought it would be a wonderful opportunity to learn from him and his amazing sports business career. We specifically talk about:
Fan engagement and what the football industry can learn from the video game space.
We cover his time at Liverpool FC and his accomplishments
Peter also gives a masterclass on the sports business model, the role of content, and the future of football.
We finish up by talking about the social side of football, and his current project: Santa Barbara Sky FC
I hope we do not need to convince you to listen to the entire episode...enjoy!
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