Aston Villa Football Club may have just missed out on promotion to the Premier League last season but it is determined that it will not be stuck in the second division when it comes to its digital strategy after appointing a new agency to strengthen the online experience for the club’s fans.
Great State – formed from the merger of digital agency e3 and strategy consultancy LSU – has landed the brief to deliver a customer-first digital strategy to ensure the “Villans” stay at the top of their game.
The agency was invited to pitch following the publication of its “Football Report”, which examined current trends and practices in the game and the expectation gaps facing today’s modern football fan.
Great State takes over from incumbent Reading Room, and starts with immediate effect. The agency will work with Villa on an overarching strategy and ambitious development plans for the ongoing improvement of Aston Villa’s digital channels, including its official website, AVFC.co.uk, including greater personalisation.
Aston Villa FC head of media and content Will Radford said: “We’re trying hard to upgrade our entire digital footprint at Villa, sourcing and developing partnerships that can bring fan-facing channels to the forefront of our communications.
“We have a start-up mentality and in the current landscape are keen to find firms who offer value but also genuine creativity and innovation. Great State fits that model well, they are young and hungry to achieve great things in the sports and technology space. We can’t wait to get started.”
Great State managing director Neil Collard added: “Our Football Report highlighted that digital now attracts more fans than traditional media, something that resonated with Villa and ultimately led to our partnership. We share the belief that it’s critical to give this the investment and focus it deserves to maintain relevance with Villa fans and partners worldwide. Together we will establish Aston Villa FC as digital leaders on the global football stage.”
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