Football, for most ManU fans, "is a virtual experience," according to Matthew Wall of the BBC. The club claims it has 659 million supporters around the world -- a figure disputed by some -- "but the vast majority will never step inside the famed Old Trafford stadium." The club said that is because most of them (85%) "live in developing economies around the world, with more than half in Asia." So "how do you make sure these potentially lucrative supporters stay loyal and have a rewarding and engaging fan experience?" That is the question the club hopes to answer through its recently-announced tie-up with Indian "digital transformation partner" HCL Technologies. ManU has nearly 6 million Twitter followers and more than 66 million "likes" on its Facebook page, plus more than 100,000 users of its app, not to mention an undisclosed number of viewers of its digital cable channel, MUTV. HCL Digital Business Division Head of Marketing Krishnan Chatterjee said that what you do not do "is try to build a one-size-fits-all app for such a diverse audience." He added that social media content "has to be tailored to suit the cultural differences -- not to mention the available internet speeds -- of fans in different countries." Chatterjee said that the key "is keeping fans engaged between matches, given that 95% of them will never enter the stadium." ManU Group Managing Dir Richard Arnold admits the technical challenge of providing that "unified experience" for millions of fans across 200 countries and in 27 languages is "mind boggling." Of course, "the main reason for deeper digital engagement with fans is to make more money for the club." More interaction "means greater advertising and merchandising opportunities among its largely young and affluent fanbase." Arnold: "There's a virtuous circle that comes from enhanced engagement, which translates into more and deeper fan activation, which translates into financial success, which allows us to invest on the pitch, which gives us success" (BBC, 9/8).
