Club aims to increase followers around the world speaking to them in their native tongues.
Italian Serie A club, AC Milan, has planned to extend its digital content coverage with three new international languages before the end of 2018-2019 season.
The club will expand its global reach by launching websites in Portuguese and Spanish as well as social media content in Portuguese, Arabic and Spanish through new Twitter accounts and content localisation on Facebook.
The move will open up access to the club’s content to fans in more than 50 countries helping to grow its worldwide fan base. Depending on their global location, fans can select the website of their native language or receive localized social content.
With this new strategy, AC Milan will reach almost 50% of the world’s population, with website and social content already available in English, Chinese and Italian.
Talking about this announcement, AC Milan Chief Communication Officer, Fabio Guadagnini, said: “Languages extension means a more open, direct and transparent communication to our fan around the globe; providing videos and stories in their native language, fan will feel closer to the club and players they love. We are already planning to add more languages like Hindu or Indonesian for 2019-2020 season.”
Lamberto Siega, Digital Director and responsible for Social and website strategy, added: “This is an important step forward in transforming Milan Media House in a content hub able to connect fans across the world with content that matters to them.
“More localized content means more fan engagement that equates to more data available and further possibility to improve fan social experience; but more fan data also means more interest in existing and potential sponsors that eventually increases revenues and resources available for the club.”
Portuguese content was activated on 7th January, the day before the official presentation of new Brazilian player Lucas Paquetà. Arabic content will be released during the Italian Supercup week in Jeddah (16th January) while Spanish content will be released in April 2019.
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