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Investment in Wi-Fi infrastructure to take engagement to next level

Wed 30th Nov 2011 | IT & Technology

Wi-Fi investment by football clubs is fostering significant growth in their social networking options, according to Nigel Tatlock, CEO of digital rights specialist Atlas Premium Brands.

Tatlock, speaking at the Social Media Workshop session on day two of the Soccerex Global Convention 2011 in Rio de Janeiro, said that the investment in Wi-Fi infrastructure at stadia, particularly in Europe, will take the relationship between the clubs and their fans to the next level.

Last month Real Madrid signed an agreement with Cisco Systems that will see the La Liga club’s Santiago Bernabéu become the first football stadium in Europe to install a high-density Wi-Fi network. “Wi-Fi has to play a significant part in social networking today,” said Tatlock. “People within Europe tend to spend their dinner times in cafes and where Wi-Fi is becoming free of charge.

“Certainly football clubs in Europe are beginning to invest significantly in Wi-Fi for their stadia because they want to engage with the consumer when they are in the stadium, and they also want their social networking platforms to deliver content to their fans in the ground.

"This is very feature-rich content such as the replaying of images, sometime controversial images, from the game. There are also organisations such as those from the gaming community who want to have in-play betting. Wi-Fi could take the whole process forward.”

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