644: The Digital Transformation of Manchester United
Last year I spoke with Real Madrid and Rebel Ventures about how they won the digital El Clásico by beating Barcelona to 100 million Facebook fans. But, this year, Manchester United is shooting for success with a “digital experience platform” powered by HCL Technologies.
When I read that Man Utd had partnered with HCL Technologies to build a digital platform that will foster greater engagement with the club’s 659 million global followers and better monetize its digital channels, I felt compelled to find out more about the digital transformation of Manchester United on my daily tech podcast. 75,000 people can enter Old Trafford on match day but this is only a tiny amount of their fan base.
I explore the challenges of reaching over 659 million fans in a digital world and meaningfully engaging with them all to feel part of the Man Utd family. I also learn more about the ongoing digital transformation of the club and desire to provide a real-time, engaging, personalized, and unified experience to Manchester United’s global followers, which supports the club’s strategy to become a Digital Sports Enterprise.
This transformation is supported by HCL’s extensive market-leading capabilities that enable global enterprises to transform their businesses for the digital age. At the heart of this transformation is the digital platform developed by HCL, providing the club with a single view of fans across web and app touchpoints, offering fans a one-stop shop for everything Manchester United.
I wanted to find out more about how this platform also enables Manchester United to deliver an unparalleled and unified fan experience and continuously presents relevant club content driven by analytics in an easy to consume premium web and app experience benefitting a club with a 140-year brand heritage.
Phil Lynch has been Chief Executive Officer of Media at Manchester United since February 21, 2017. He is responsible for overseeing the clubs digital media strategy, as well as the management and operations of MUTV (including the new MUTV app, available in 165 countries around the world), the creation and editorial oversight of the clubs official matchday programme and monthly magazines, as well as the clubs digital media partnerships
Ashish Kumar Gupta is Corporate Vice President – ITO and Infrastructure Services Sales EMEA, at HCL Technologies. Under his leadership HCL has grown to become one of the more recognized ITO Services Providers in Europe growing the business at a CAGR of >70% over the last 7 years.
HCL Technologies (HCL) is a leading global technology company that helps global enterprises re-imagine and transform their businesses through Digital technology transformation. HCL operates out of 41 countries and has consolidated revenues of US$ 8.0 billion, for 12 Months ended 30th June 2018. On today’s podcast, HCL Technologies’ Corporate Vice President, Ashish Gupta also shares their role in the digital transformation of one of the worlds biggest football clubs.
“Our partnership with Manchester United has been one of continuous co-innovation. HCL’s digital experience platform has driven significant business transformation combining digital product strategy and technology innovation to deliver a compelling user experience. The Manchester United official app has received excellent reviews from a worldwide fan base with downloads in over 210 markets.
Manchester United is a great example of a modern, forward-thinking global organization that is embracing transformative solutions to realize their digital potential. We are excited to help Manchester United achieve this important milestone and look forward to many years of continued success.”
Today’s podcast episode is a great example of how the digital transformation of everything is not just another series of buzzwords. We also learn how the team has not only built a new app and website but also created an advanced underlying platform that will give the club the ability to adapt as new technologies emerge.
- Connect with Phil Lynch on LinkedIn
- Connect with Ashish Gupta on LinkedIn and Twitter
- Learn More About Manchester United
- Follow Man United on Facebook, Twitter, and YouTube
- Learn more about HCL Technologies
- Follow HCL Technologies LinkedIn, Facebook, and Twitter
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