Connected Stadium: A Pillar for Football Clubs’ Marketing Development?

In this chapter, we explore the notion of connected stadium and its affiliate concepts of stadium 2.0 and m-stadium. The connected stadium is indeed a game-changer in the sport industry as it brings within the premises of a stadium a new range of consumption behaviours, based on technology, connectivity and instantaneity. By doing so, the connected stadium comes with new stakes and ambitions for brands, spectators and the clubs operating their stadium. More importantly, the connected stadium stands at the crossroad of two major societal and consumption trends: second screen and the Internet of Things. Yet, this major technological shift does not come without deep cultural questioning, especially in France, where stadiums are still seen as a theatre for performances rather than a place to spend time... and money! Following an introduction into the notion of the connected stadium and its use across multiple stakeholder groups, the chapter concludes with a discussion of what the future holds.