RC Strasbourg Alsace launched its new digital media in foreign languages last March. Digital channels that should allow the Alsatian club to strengthen its influence on international markets by orchestrating a development policy consistent with its identity and geographical position. Lighting.
“The implementation of an ambitious international development policy is now an essential condition to be met in order to pursue one’s growth strategy. Over the years, football has established itself as the number one show in the world. Everywhere on the planet we consume European football! And this has an impact on the composition of fan communities. It is in these terms that Laurent Colette, Operations Director of Olympique de Marseille, summarized for us, last June, the imperative need for European clubs to accentuate their influence on international markets in order to pursue their development. A principle that no longer applies exclusively to the mastodons of the Old Continent. More and more European challenger clubs are now working on their internationalization policy, in particular by launching new channels on digital media. Like RC Strasbourg Alsace, which launched its new official website in English, German and Chinese last March.
“Today RC Strasbourg Alsace is recognized for being a club fully rooted in its territory. We have built a real close relationship with the fans while developing a strong regional influence. From now on, we demonstrate the will to develop the club outside the borders of Alsace. We want to go beyond our territorial roots to develop our influence in France and internationally. This is a strategic issue for the RCSA. But above all, we want to start this internationalization strategy based on our DNA and our values - which are respect, resilience, passion and loyalty – to be credible and capture the attention of different audiences. . Resilience is a value linked to the recent history of RCSA. The club managed to get out of the CFA 2 to return to Ligue 1 in 6 years, only to return to the European scene in 2019 thanks to success in the Coupe de la Ligue. It is a very strong value that we embody and from which we believe we can build and unite new communities “, says Benjamin Guthleben, Director of Marketing and Communications of RC Strasbourg Alsace.
However, setting up a coherent and effective internationalization strategy is not an easy exercise for a sports organization. And many clubs make serious mistakes by failing to carefully prepare their development policy. “In their internationalization strategy, many sports organizations manage several hares at the same time. One day, they make stocks that target a specific market. Then, a few months later, they decided to tackle another geographic area. By adopting such an approach, it is not possible to do a thorough job, “comments Laurent Colette.” In terms of internationalization strategy, there is no miracle recipe. Every club has to deal with its own history and identity, “adds Jean-Philippe. Dubois, Marketing Director of Samba Digital, an agency specializing in the internationalization strategy of sports organizations.
In order not to fall into certain traps, RC Strasbourg Alsace has designed an international development policy based on the main assets offered by its territory. Unsurprisingly, the emphasis has been placed on the German market due to the Alsatian capital’s cross-border location – the city of Kehl is accessible by tram from Strasbourg – but also its proximity to German-speaking Switzerland. The Alsatian club also intends to navigate the European dimension of its metropolis – Strasbourg is one of the EU capitals with Brussels – to strengthen its development on international markets.