Frosinone Calcio evolution on Sport Digital Transformation

Frosinone Calcio was officially founded on September 19, 1928 and can count on a long football tradition. During the presidential years of Benito Stirpe, to whom the stadium is dedicated, Frosinone has participated in many Serie B championships, reaching the Serie A for the first time in 2015. Last participation in the top league was in the 2018/19 season.

Frosinone Calcio chose IQUII as its Official Digital Partner to undertake a digital transformation path and build the best strategies for the management of fan engagement and loyalty actions. The online and offline coordination of official communications, together with a new strategy based on supplying fan personalized and engaging content and the new membership program have been the milestones of the project, which was created with the aim of increasing acquisition, profiling and monetization activities.

Following an analysis of the club’s needs in terms of communication and fan relationship management, the following priorities emerged:

• realize a single, simple and flexible tool for content management
• increase the number of profiled users to establish a long-term relationship
• inform, engage and build fan loyalty before, during and after the match with live and exclusive content
• monetize the relationship with their fanbase through dedicated features

The club’s digital platform is built on the SportXP framework, IQUII Business Unit’s own sports platform that enabled the club to establish an ongoing, dynamic, omnichannel relationship with its fanbase and to collect and analyze relevant information about fans’ interests and behavior, thus having a broader and more accurate view of their needs.

The project rests on three key components:

• Design: the framework was fully customized according to the club’s specifications, ensuring optimal UX/UI;
• Engine: the “engine” of the platform, the real heart of the framework;
• Data: the added value available to the club to implement direct and indirect monetization strategies.

In order to properly exploit the Sport Platform tool, strategic advice was provided aimed at identifying tactical and strategic actions consistent with the club’s set goals.

The Frosinone Calcio Official App has allowed Frosinone Calcio to record a 2056% increase in profiled fans, a necessary prerequisite for operating increasingly targeted and personalized strategies.

The increase in fan engagement has been another important goal achieved. Initiatives that were previously carried out on social media achieved a 500% increase in interaction. Moreover, the app usage during the whole week has increased, reflecting the constant retention rate of fans both before and after the matchday, thanks to the dedicated content management strategy.