“When Digital transformation is well designed, it ends up financing itself.”
In a football landscape where what happens on the pitch is no longer enough, digital transformation has become central to enhancing fan experience, expanding brand reach, and ensuring long-term financial sustainability. In this context, Sevilla FC has taken a decisive step forward. Leading the club’s digital strategy is Jara Cisneros, who has been leading the club’s digital strategy as Digital Director.
In this interview, Cisneros shares her perspective on where digital transformation in European football stands today, how clubs can build sustainable digital models, and why technology must strengthen belonging, loyalty, and long-term engagement.
Digital Transformation in European Football Today
As football continues to evolve rapidly, digital maturity has become a key differentiator between clubs. We asked: “Sport is undergoing a process of constant transformation. From your perspective, where does Digital transformation in European football stand today, and which challenges should clubs prioritize in order not to fall behind?”
Jara Cisneros responded, “Digital transformation in European football has made significant progress, but it is still far from reaching its full potential. There are clear differences in management approaches between clubs that have successfully integrated technology into their business model and those that have not. In our case, we do not view digital transformation as a one-off project, but as a model that directly impacts revenue generation, how we engage with our fans, and how we make decisions.
Within the club, we have been working for years on three key pillars that we consider essential. First, a relational strategy in which unifying data is the central axis. Without a strong digital identity, it is impossible to build a consistent model. Second, integrated digital platforms within a single ecosystem, which allow us to control the relationship with the fan and generate direct or indirect monetization. And third, the evolution of internal culture. Transformation does not happen unless the club reorganizes itself and is supported across all departments.”
Making Digital Transformation Possible With Limited Resources
Digital transformation is often associated with large investments, which can be challenging for many clubs. We asked: “Digital transformation requires investment. How can such a critical area be democratized when resources are limited?”
Jara Cisneros responded, “We do not believe it is a question of budget, but rather of prioritization and having absolute clarity on where to focus. In most clubs, resources are limited, and precisely for that reason, it is essential to make decisions that truly drive the business. The key is not large investments, but building with strategy and avoiding oversized solutions that later prove unsustainable or fail to deliver real value.
Another essential aspect is surrounding yourself with the right partners. It is crucial to choose who you work with carefully and to build long-term relationships with partners who understand the club’s priorities and share the same vision. At Sevilla FC, these are long-term providers, not short-term vendors.
Added to this is the importance of internalizing key talent. Roles such as CRM, digital platform management, digital assets, and paid media are not outsourced because they form the foundation of the club’s digital evolution. Finally, it is essential to measure impact from day one. When digital transformation is well designed, it ultimately finances itself.”
How Sevilla FC Builds Meaningful Fan Engagement
Engagement is frequently discussed in football, but rarely broken down into how it is actually built. We asked: “Engagement is often talked about but rarely explained in terms of how it is built. Which levers truly make the difference in a club like Sevilla FC?”
Jara Cisneros responded, “At Sevilla FC, engagement does not stem from a one-off action. It is built through day-to-day work. A collective effort involving many teams, driven by decisions aligned with the club’s identity and values.
All departments play a role, including digital, communications, social media, brand, and international teams, working in a coordinated way to ensure that every interaction is meaningful. This approach is supported by a thorough analysis of every initiative, measuring results, investment, and return.
Within the digital experience, this cross-functional work impacts everything from social media, ticketing, and e-commerce to OTT platforms and digital activation. When everything flows smoothly, fans feel that the club is meeting their expectations. When they return and engage again, we activate the long-term relationship we are seeking.
We also continue to focus on hyper-personalization. We cannot communicate in the same way, or even in the same language, with an international fan as we do with a season ticket holder who experiences the stadium every two weeks. Engagement is ultimately a consequence of strategy and vision.”
Competing and Winning With Sevilla FC+
The launch of Sevilla FC+ marked a major milestone in the club’s digital journey. We asked: “Sevilla FC+ has recently received the Best New Platform of the Year award at the SportsPro OTT Awards. What elements enabled a club platform to compete with and win against much larger projects?”
Jara Cisneros responded, “Sevilla FC+ has been our flagship project of the season. It was not conceived as just another platform, but as a key pillar within the club’s digital transformation. We were clear that if we wanted to make a real leap forward, we needed our own space to centralize content production, distribute it, and connect more effectively with our fans while generating revenue, reducing costs, internationalizing the club, and creating sustainable models.
The first step was defining what Sevilla FC+ truly is, establishing a clear strategy, and selecting the right technology partner, HiWay Media. It is not just an OTT platform, but an integrated multimedia ecosystem where live content, on-demand content, free content, and subscription models coexist.
Sevilla FC+ was also launched with a decisive purpose: to close the chapter of our terrestrial TV channel and fully commit to a scalable digital model. The results include more than one million unique users, over three million video plays, and international recognition at the SportsPro OTT Awards, competing against platforms such as F1, HBO Max, UEFA TV, and Mediapro.”
The Role of Club OTT Platforms
As more clubs launch their own OTT platforms, their role alongside global streaming giants remains a topic of debate. We asked: “We see more clubs launching their own OTT platforms, yet their market share is limited compared to giants such as Movistar, DAZN, or Netflix. What role can these platforms play?”
Jara Cisneros responded, “Club OTT platforms are not designed to compete with Netflix, Movistar, or DAZN. That is not our playing field. Sevilla FC+ operates in a different space, the space of belonging. Our goal is to deepen our relationship with fans by offering content that no one else can create because it comes from within the club.
These platforms also allow us to own direct channels. This enables better partnerships, deeper fan understanding, and relationships without intermediaries. For a club OTT platform not to remain a simple add-on, it must become a central component of the club’s digital ecosystem.”
Monetization Beyond Subscriptions
Beyond content, club platforms are increasingly expected to drive revenue and growth. We asked: “What real monetization avenues exist for a platform like Sevilla FC+?”
Jara Cisneros responded, “Sevilla FC+ encompasses direct revenue, fan retention, growth, and commercial activation. It is not just a content platform, but an engine within the club’s ecosystem that allows us to monetize and generate value in multiple ways simultaneously.
There is direct monetization through subscriptions, but the platform’s second major value lies in fan loyalty and reactivation. By increasing the frequency of contact with the club, fans become more engaged. They buy more tickets, visit the store more often, consume more content, and feel like active participants.
Finally, Sevilla FC+ is a strategic commercial activation tool. We not only generate revenue through the platform itself, but we also create opportunities for other areas of the club in a more efficient and precise way.”
Innovation Through Personalization
Personalization is becoming increasingly important in digital fan engagement. We asked: “Several clubs are working on extreme personalization. What room for innovation do you see in this field?”
Jara Cisneros responded, “The leap lies in offering experiences tailored to fan behavior and interests. This includes fully personalized experiences based on fan type and even real-time segmentation during matches to deliver the right content at the right moment.
Within Sevilla FC+, we explore customizable content dynamics to ensure that every communication is relevant, timely, and personalized, while minimizing churn. The potential for innovation is enormous. Every interaction is an opportunity to understand the fan better, deliver value, and create a deeper bond. Personalization is not just technology, it is anticipation and relevance at every touchpoint.”
Technologies Shaping the Future of Football
Looking ahead, technology will continue to redefine how clubs operate and engage fans. We asked: “Looking to the medium term, which technologies will have the most decisive impact on a LaLiga club’s digital strategy?”
Jara Cisneros responded, “Artificial Intelligence, Augmented Reality, and hybrid interaction will be decisive. Another fundamental pillar is digital identity and wallets. Stable Single Sign-On systems, memberships, tiered loyalty plans, and unified profiles allow the club to understand fans comprehensively and connect every interaction coherently and securely.
Omnichannel ecosystems will also be critical. When a club controls the entire fan journey, from content to transactions, it can build direct, personal, and profitable relationships without intermediaries. These technologies do not just transform engagement. They redefine the digital business model, making it more strategic, scalable, and fan-focused.”
Connect with Jara Cisneros on LinkedIn
Learn more about Sevilla FC: https://www.sevillafc.es/
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