Area: Transformation

The last 12 months have brought further recognition for Sevilla FC not only through titles, but also through brand image and international expansion. Before and after the UEFA Europa League trophy won for the seventh time in Budapest, Sevilla FC has completed a calendar year of steady growth in the number of followers. According to its report on The 20 best clubs in the world on social networks, the Football Benchmark website, which specialises in football and data, has highlighted the exponential growth of the club in the last 365 days: only Inter Miami and Al-Nassr FC, the teams of Lionel Messi and Cristiano Ronaldo, respectively, have grown more than Sevilla FC since September 2022.

In this way, the club consolidates its strategic internationalisation plan and increases its lead as the fourth Spanish club with the most followers: 15.6 million. The growth in followers in these 12 months has more than doubled the number of followers accumulated in September 2022, specifically to 101%: 7.8 million followers among all its official profiles. Figures that, once interpreted, lead to an even more enlightening analysis. This 101% growth has only been surpassed by the two aforementioned clubs, where the two most recognised stars of football in recent decades play. The American team has grown by 1,197% with the arrival of Messi, while Cristiano’s Al-Nassr FC has increased its followers by 487%.

A few months ago, Sevilla FC was the seventh fastest growing club on social networks in China, a strategic country of the first order not only for the club but for all the big clubs in Europe. The strategy of generating content adapted to each social network, to each country and always in line with the values and style of the Club, the commitment to digital transformation, the Strategic Internationalisation Plan and the epic that has always accompanied its sporting successes against the most powerful clubs have allowed it to generate empathy and international attachment reflected in some truly remarkable figures beyond our borders. In Spain, for several months now, only Real Madrid, FC Barcelona and Atletico Madrid have accumulated more fans around the world than Sevilla FC.

The digital transformation at Sevilla FC continues its irreversible process at cruising speed. A strategic commitment that is optimising all areas of the club in search of improved results. The latest milestone in this digitalisation process took place this summer, when the first 100% digital season ticket renewal campaign was launched with undoubted success. The figures speak for themselves: more than 93% of renewals carried out, all available seats at the Ramón Sánchez-Pizjuán sold and record membership figures after the deadline for new registrations in the Red and White categories opened this week.

But undoubtedly, the data that most confirms the success of the campaign is the fact that hardly any incidents have been recorded. Neither in the renewal process nor in the change of seats, which is usually the process that causes the most problems. The facilities offered by the club to its season ticket holders and the implementation of an appointment system for the over 65s, thus bridging the so-called digital divide, were decisive for the success of this campaign. In addition, Sevilla FC provided its season ticket holders with a personalised help and advice service, both by email and telephone, to facilitate the management and resolution of doubts.

Digitalisation is the big change that Sevilla FC is facing as part of its Strategic Plan and is closely associated with the commitment to technological development that has made the club a global benchmark. There are already almost ten applications developed by the Data, Digital and R+D+i departments, with the Transfer Tracker tool as a major milestone, after LaLiga Tech decided to support and market the product created by Sevilla FC. In this sense, and with the aim of seeking the best experience for our fans and supporters, a new tool, called AiFans, continues to be developed, which will allow a 360º description of the fan in order to better understand their interests and needs.

The digital transformation undertaken by the club has been reflected in the 2022-23 season in extraordinary data such as the growth in the Sevilla FC Database, which has reached 45% compared to the previous season. The greatest growth in this sense has been experienced outside our borders, with an increase of 224% in international registrations. Likewise, on Social Networks, Sevilla FC has consolidated its position as the fourth club in Spain in terms of followers, with well over 13.1 million followers among all its official profiles. In addition, the Club has made progress in its commitment to e-learning, a digital platform for internal training through which it makes available to all its employees the knowledge acquired in its different departments, with the aim of continuously developing its employees.

Sevilla FC is launching, on its ticketing portal, a new system in the club’s history, which will allow Sevilla fans to purchase tickets, from today, for all LaLiga matches to be played at the Sánchez-Pizjuán, with the exception of those against Real Madrid, FC Barcelona, Atlético de Madrid and Real Betis, respectively. This system will also be completely online.

Likewise, the season ticket holder will also be able, from this moment on and from his membership portal, to give up his seat for each and every one of the matches he wishes so that another Sevillista can take his place.