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The Royal Belgian Football Association: Redesigning a World-Class Digital Strategy
內容大綱
The Royal Belgian Football Association was a non-profit organization based in Brussels, Belgium that had a goal to organize, develop, and promote all forms of football in the country. To achieve this goal, it regularly interacted with many stakeholders including fans, commercial partners, association members, referees, and brand stewards. In 2021, the association was eager to digitalize these interactions through the use of its mobile app and added many features to the app over the next two years to support a fluid road map. However, during those two years, the performance of marquee teams was disappointing. More than ever, it seemed important to engender continuous digital engagement with stakeholders as a basis for further commercial growth. In March 2023, the director of marketing and communication and the director of digital, innovation, and technology were reviewing and assessing the association’s digital strategy, especially during the previous two years, and strategizing about the future. Their assessment revealed several important questions about how to prioritize digital initiatives in the future.
學習目標
This case is suitable for courses on digital transformation, digital strategy, digital platforms, and sports management at the undergraduate and graduate level. The case can also be paired with, or used as a sequel to, a similar Ivey case: "The Royal Belgian Football Association: A World-Class Digital Strategy." That case also discusses the Royal Belgian Football Association’s digital strategy but takes more of a historical view of the association’s digital strategy. After working through the case and assignment questions, students will be able to<ul><li>understand the context of the digital strategy of sports organizations;</li><li>analyze dimensions of fan engagement initiatives; and</li><li>identify potential ways to digitally engage with various stakeholders.</li></ul>