Digital is a two-edged sword. Even as new platforms open up new ways for brands to engage with consumers, the expectations of those same consumers are growing faster than traditional brands can deliver, leaving space for new, more agile operators to fill the gap. No sector, including sport, is immune. "Football is now at the tipping point of disruption," according to Jon Reay of e3. "There's really big gap between what people really want and what they're getting."
He was speaking at the Festival of Marketing (London, October 2017), where he was launching Great Expectations: The Football Issue,...