HONG KONG, June 19 — It’s March and as the coronavirus halts global sport, the media team at Juventus, the Italian football champions, are scrambling to react. After close discussions between Turin and their satellite office in Hong Kong, a plan emerges: tailored social media campaigns,...
As professional sport, including Italian football, tentatively returns, the shutdown has revealed winners and losers in the digital sphere, and laid bare the importance of a strong online presence. — Action Images via Reuters/Lee Smith
“We think that we are on the right track,” Federico Palomba, Juventus’s managing director for Asia-Pacific, told AFP at their office in Hong Kong. Melissa Johnson Morgan, associate professor at the University of Southern Queensland’s School of Management and Enterprise, said the traditional model of relying on revenues from ticket sales, broadcasters and sponsors is outdated.
“They’re very savvy about their audiences around the world so they’re generating content in many, many languages.”
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