Having become a defining indicator of commercial effectiveness, sports organizations should make every effort to increase the level of commitment between partners within their business club. To help them in this mission, Sportleads has developed a new B2B mobile application to facilitate communication between different companies. Decryption.
How to increase the exchange time to promote business opportunities between different partners? Clubs are constantly racking their brains to answer this question and satisfy the companies of their network as much as possible. Having greatly expanded their program of non-sporting events (themed partner breakfasts, business meetings, etc.), many clubs in recent months have sought to develop their digital tools to overcome health-related challenges and maintain a high level of interaction between their partners.
This is especially the case for the Massy Essonne rugby club. A dynamic national club looking to grow into PRO D2 in the short term – currently top of its league – RCME is using a new mobile app for its B2B network this 2021-22 season. This new tool, developed by Sportleads, allows RCME to promote and optimize exchanges between its network of over 150 partners, 60% from Esson and 80% from the Île-de-France region. A new tool that helps strengthen the club’s territorial strategy.
“Our new application allows partners to receive various club information at any time. This makes it easier to register for our business club events. And, above all, it gives our partners immediate access to the network, allowing them to better prepare their participation in our various events by scheduling targeted meetings with other partners of our business club in advance,” explains Lionel Negrier, Sales Manager and Marketing Manager Rugby Club Marketing Massy Essonne.
As standard, the application developed by Sportleads includes a news module, a partner directory, an agenda that allows clubs to list their events and companies to register directly, and private messages that facilitate direct contact between sponsors. Clubs also have the option to automate the sending of push notifications to, for example, notify their partners about the organization of a B2B event. Finally, other modules can be integrated into the application according to the needs of the clubs, including a marketplace allowing partners to post their offers, a forum, a photo sharing section or even games. Add-ons that increase app usage repetition and enhance the experience.
“This application is both a reliable tool for winning and loyalty of partners. Due to the health crisis, advertisers are looking more closely at the return on their investment. Therefore, clubs should create new mechanisms to encourage exchanges and networking. We strive to develop an application that will be useful not only for clubs, but, above all, for partners,” explains Dominique Levrone, Director of Sportleads.
An app available to everyone
The application, presented as a white label, fully integrates the charter and graphic features of the client clubs. Between the definition of specifications and the delivery of the application, the company reports an average delay of about 2 months. But development can go faster in case of a strong reactivity of the club. “We delivered the RCME mobile app in less than 6 weeks,” says Dominique Levrone. Apart from the Essonne club, Amiens SC (Ligue 2 BKT) also made sure of the new product developed by Sportleads.
And Sportleads does not intend to stop there. The ease of use of the tool, its adaptability and usefulness should contribute to the adoption of this new application by many semi-professional and professional clubs looking for digital solutions to revitalize their affiliate network. “Clubs don’t necessarily need communications or marketing services to take ownership of the app. It is suitable for both very high-level clubs and formations with small administrative services, ”dominique Levrone deciphers.
The investment required for such an application should also not constitute a barrier to entry. Although the first year of use requires about 5,000 euros (including installation costs), Sportleads has provided ad space in its tool suitable for monetizing the solution. An original device that should allow the club to make a new communication channel profitable from the first year of its use. “It is possible to broadcast an interstitial ad when you open an application or section. Banners can also be inserted at the top or bottom of the navigation. And, of course, we can provide all broadcast statistics. The sports club B2B file is always very valuable. After that, you can self-finance the application by running weekly or monthly marketing campaigns,” confirms Dominique Levrone.
Scalable application according to the needs of the clubs
In an effort to adapt the app to the feedback and (new) needs of the clubs, Sportleads is already working on new modules to add functionality. “Since the release, we have already added new features to it. And now we are working on new developments. We work hand in hand with the first clubs, using our solution to identify new destinations. Once the proposal is considered appropriate and, above all, feasible, we proceed to implement the functionality. The clubs, to some extent, had a hand in our roadmap,” explains Dominique Levrone.
The next project under development is the introduction of a ticketing module that allows partners to restore their tickets for matches directly in the application. “The club recently asked us for this feature. We have started negotiations with a ticketing service provider and the development is currently being quantified. But it is quite possible,” says Dominique Levrone. A feature that would allow the app to become a little more at the heart of corporate sports club networks…
This article was written by the Ecofoot editors as part of a paid partnership with Sportleads.
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