Twitter: practices and strategies of European clubs

The social network Twitter is a relationship marketing tool that can increase interactivity far beyond the 90 minutes of a match. It enables the club to communicate at any moment, and promotes proximity with fans, through its tone and content.

While many clubs have first been reluctant towards the social network regarding the return on investment, Twitter is now considered more as a tool for community development, rather than a mere lever for value creation.

Clubs are expanding their presence and activity on Twitter: Paris Saint-Germain's subscribers grew by 26.7% in three months, from 557,000 to 706,000 between April and July 2013. The development of connectivity in European stadiums could open new perspectives and provide innovative digital services to spectators.