#41 - Euroleague Basketball - Evan Planchon: Digital Slam Dunk: Centralisation, Personalisation and Gamification

In the latest episode of LeCorner International, we had the privilege of connecting with Evan Planchon, the Head of Digital at Euroleague Basketball. In this insightful conversation, he shared his captivating journey from previous experiences in digital marketing to his current pivotal role in the continental basketball league.

Evan provided an insider's perspective on Euroleague's business model, emphasizing the centralized approach and strategic partnerships that define the league. Speaking with our CEO and Co-founder, Samuel Westberg, Evan delved into the unique license ownership structure within the league and how influential clubs play a crucial role in shaping major decisions for both the present and future of Euroleague.

The discussion highlighted Euroleague's selling points and its dedicated commitment to enhancing fan engagement. Evan walked us through the latest digital upgrades, including a new website and app, as well as a gamification strategy aimed at captivating fans worldwide.

In the context of the digital transformation era, Evan shed light on Euroleague's strategy, particularly accentuated by the challenges posed by the global pandemic. The focus revolves around promoting Euroleague’s unique selling point of constant entertainment, emphasizing personalization through fan data, and a steadfast commitment to enhancing fan engagement.

Evan emphasized the critical role of digital enhancements in maintaining and expanding the league's reach, incorporating practices on social media, websites, fantasy platforms, and a pronounced focus on gamification. This strategic emphasis on gamification aims to extend the entertaining product from the court into the hands of fans.

The conversation extended to the global impact of digital initiatives, highlighting the importance of personalization in attracting and retaining fans. It explored the significance of a centralized approach, direct fan engagement through Euroleague ID, and the league's commitment to bridging the gap between digital and commercial aspects.

They also covered:

• The collaborative approach between Euroleague and its clubs, working together to establish a sustainable digital and data structure aligned with a long-term vision and strategy.
• The focus on player-centric strategies to accommodate the trend shifting away from a club-centric view.
• Strategies for converting individuals into passionate Euroleague fans through engaging digital experiences.
• Challenges of changing habits and content consumption patterns among the younger generation
• Anticipating and adapting to trends in the ever-evolving landscape.
• Emphasising the crucial role of timing, time management, and risk-taking
• The financial investment and return on investment of digital efforts

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