Dugout looks to archive content and esports to keep fans engaged

Susan Lingeswaran
Sportcal

2 April 2020

Dugout, the digital media platform co-owned by top European soccer clubs, is working with its members to create innovative new content for fans amid the suspension of live sport around the world, co-founder and senior vice-president Seb Gray has told Sportcal.

Dugout signed up its 100th club member last month, four years after launching with the 10 of the world’s biggest clubs, including Manchester City, Barcelona, Paris Saint-Germain, Bayern Munich and AC Milan, to create exclusive content for fans beyond the match in return for a share of advertising revenue. 

However, with sport shut down worldwide because of the coronavirus pandemic and soccer clubs unable to access their training grounds, the ability for production companies to create new content has become limited. 

Speaking to Sportcal today, Gray said with Dugout’s business model geared around archived content, its biggest hurdle has been producing engaging content without the backdrop of weekly live games. 

He said: “I think the biggest thing that we’ve been working on is how do we pull out strong editorial stories to support our publishers and really fill the time for fans because the narrative has changed for the football fan and consumers where they aren’t going to games in the week and they’ve got these holes in their behaviour that we are trying to simulate and support.

“Luckily for us, we still have full access to all the historical content that have been produced and we are working with our clubs to come up with ways we can innovate and maybe bring in new content strands. A good example of that has been [English four-tier club] Leyton Orient and their Ultimate QuaranTeam where they went out and pulled together a number of clubs which we work with to do an online esports tournament and I suppose esports has been the real content strand that has had visibility and some airtime with fans at the moment.”

Following the suspension of the English Football League midway through March, Leyton Orient announced it would stage a 128-team FIFA 20 esports tournament in a bid to raise money from the competition for clubs whose finances will be hit by suspension. 



Gray said the current situation has also forced Dugout and other member clubs to collaborate and think outside the box to produce content away from the traditional season.

He continued: “This time normally we’re talking about who’s winning, teams going up and down in different leagues and we’d start looking at transfers – content around all these things but these topics are not really getting the air time that they would normally. 

“All the clubs we work with are in the same situation where they are locked down and not able to access their facilities. They are innovating themselves, they’re working with their players, they are looking at other content strands they can pull together and they’re looking at bringing out game content from their archive, like ‘this time two years ago and we played this game’ and things like that.”

Dugout has a dedicated in-house production team that works directly with all club members to produce a regular stream of original content, which it posts on its website.

It has also signed partnerships with numerous publishers, including news agency Press Association, US sports broadcaster ESPN and UK newspaper the Daily Telegraph to distribute its content.

After four years, Dugout now has a global presence across 238 countries and territories and posted more than 1.84 billion views across its website and networks last year.

Speaking on the content that has proved popular with consumers since the suspension of the leagues around the world, Gray said the situation had opened the door for fans to engage with all sport in unconventional ways.



He said: “There’s two main content themes that are resonating with people at the moment – the nostalgic content, whether it’s time relevant or talking to soccer fans about a moment in the past that have captured the club’s success, and the other is esport in a big way. It has really been interesting to see how the lack of live content has given esports prime placement not just across soccer but I think other sports too, like Formula 1. 

“That would have never had the air time without something like this happening and it would have taken a lot longer for that to become prominent like it has been. I would argue that it has been a huge success and I think if you think of esports as a content genre that seems to be getting a lot of pick up across out clubs and the fans consuming it.”

Since the outbreak of coronavirus and social distancing measures as a result, many leagues and competition series’ have turned to esports versions of their sport to fill the void left by the suspension of live sports. It has also led rights-holders to take the opportunity to introduce their esports operations to major broadcasting networks. 

Fox Sports’ primary FS1 channel has so-far aired its first Madden esports tournament and Nascar’s iRacing events, while global broadcasters have snapped up motorcycling’s MotoGP esports offering. 

Motor racing’s Formula 1 has also launched its F1 Esports Virtual Grand Prix series, which is running in place of the postponed races, and involves current drivers. 

Asked whether the popularity of esport would compel Dugout to diversify its portfolio away from predominantly soccer, Gray said he believes soccer will still be its main focus but would also be looking at other areas, including esport, in the future.

He said: “It’s [soccer] a huge sport, it’s a huge industry and there’s a lot we need to do to support our clubs and get it right. I think if you were to look more, not necessarily outside of soccer but how we might go about supporting the growth of content genres like esport and women’s soccer, that’s really going to be our focus when we come out of this and we start to get back to some normality. 

“We’ve had conversations with our clubs and we are really looking at the idea of content diversity because we’ve become very reliant on the game and I think this has shown the opportunity to diversify their content strategy and talk to a new fan base and bring them in the primary product, which is the live game.”

On future plans for Dugout during the suspension, Gray is optimistic the situation will not affect the industry in the long-term and will open doors for new opportunities, noting: “I think what this has demonstrated is that the innovation and resilience of clubs and fans. Long-term clubs are going to come out of this really strong and they are going to come with a more diverse portfolio of content and a more diverse group of fan-vases to talk to and I think the way I’ve seen clubs reacting to this situation is incredibly positive.

“It shows their ability to adapt to situations like that and bring to the forefront pieces that may not have had that air time before but will bring long-term residual value to their businesses and the fan bases they create. 

“For our business, we are on archive, we were built on these huge rich oil fields of video content and we will continue to innovate and try and repackage and create stories that will drive a nourishing experience for the fan and we’ve never had access to in-season content to be able to use so for us as a business, it’s probably something that we’re not too concerned with at this point.

Dugout’s Dutch presence grows with new Fortuna Sittard partnership

Dutch Eredivisie side, Fortuna Sittard, joins Dugout to share high-quality football content directly to fans.

London, UK – 01 April 2020: Fortuna Sittard has become just the second team from the Netherlands to partner with Dugout, the global media company, providing fans of the Dutch side with a new opportunity to connect with their heroes.

Fortuna Sittard was established in 1968 following a merger of Fortuna 54 and Sittardia. Splitting its time playing in the top two tiers of Dutch football ever since, the club regained promotion to the Dutch top-division, the Eredivisie, in its 50th anniversary year in 2018. Known for developing young players, Dutch legend Mark Van Bommel, who won 79 caps for the international side, began his career in the yellow and green of Fortuna Sittard and is widely regarded as the club’s greatest ever player.   



The Dutch side join some of the world’s top football clubs on Dugout, whose founding members include Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus. The partnership will ensure Fortuna Sittard increases its visibility internationally and attracts new fans across the world, while developing its engagement with existing supporters. Fans will now be able to view high-quality, original and exclusive Fortuna Sittard content on a dedicated channel via Dugout.com and via the Dugout app.

Dugout Co-Founder and Chairman, Elliot Richardson, said:

“We’re thrilled to partner with Fortuna Sittard to share the club’s top goals and behind-the-scenes footage directly to their passionate fans.

“Since signing our first Dutch partner club at the end of last year, we have seen huge interest in Dugout and we’re excited to see another club from the Netherlands join the platform to further increase digital football engagement within the country.”

Isitan Gun, Chairman of Fortuna Sittard said:

“We are very excited to be the second club from Eredivisie to join the Dugout platform. I believe that it is a good fit between Dugout’s capabilities and Fortuna Sittard, an innovative and dynamic club. Our club has been attracting interest from international football audiences and I am confident that this will further our efforts to reach football lovers all around the world.”

“We are excited to partner with Dugout and enhance our ability to engage with our loyal fans. The partnership will also allow us to tell fans across the world about the rich history of our club through behind-the-scenes and archive footage.”

About Dugout

Dugout is a unique digital media company co-owned by 10 of the world’s biggest football clubs. Since launching in 2016 with A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid there are now 100+ clubs, National Football Federations and Leagues in partnership with Dugout.

The collaboration helps football clubs to educate, engage and grow their digital fanbase using video content which is distributed across Dugout’s premium global publisher network.

Using current, archived and real-time footage, Dugout creates and distributes over 2,500 brand safe, professional videos a month to over 60 million engaged fans globally.

Visit Dugout.com and Dugoutworldwide.com (corporate site) for more information and download the app here: dugout.com/download-app

For media enquiries or more information contact:

Sujit Jasani
Vero Communications
E. sjasani@verocom.co.uk
Ph. +44 (0) 7940 375282

Dugout partner with Club Atlético Huracán bringing digital content to their passionate fans

Argentine side CA Huracán become 15th South American club to join Dugout’s global media platform.

London, UK – 27 March 2020: Today, Club Atlético (CA) Huracán has launched a dedicated channel on Dugout’s football media platform to strengthen the global media company’s presence in South America.

Founded over 100 years ago, in 1908, CA Huracán is one of the most historic teams in Argentina and compete in the highest tier of Argentinean football, the Primera División. Located in the football-mad city of Buenos Aires, CA Huracán has a large and passionate fan base with their supporters widely known as ‘Los Quemeros’, or ‘The Burners’.  Playing at the 48,000 capacity Tomás Adolfo Ducó, CA Huracán and ‘Los Quemeros’ greet visiting teams with a formidable atmosphere in one of Argentina’s greatest stadiums.

CA Huracán will join some of the world’s biggest football clubs on Dugout whose founding members include Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus. The platform will increase CA Huracán’s international audience improving the club’s visibility within Argentina and across the globe through a new channel to connect with the club’s loyal fans. ‘Los Quemeros’ will be able to watch exclusive behind-the-scenes and historical football content on Dugout.com and via the Dugout app.

Dugout Co-Founder and Chairman, Elliot Richardson, said:

“South America is home to some of the most passionate fans on the planet with ‘Los Quemeros’ proudly sitting a part of this group and we are excited to welcome CA Huracán as the 15th club from the continent to the platform. 

“As we continue to partner with new clubs across the globe we are committed to creating new ways for fans and clubs to connect with each other through creating engaging, shareable content.”

Julián Levy, Marketing Director of Huracán said: 

“We are excited to partner with Dugout and enhance our ability to engage with our loyal fans. The partnership will also allow us to tell fans across the world about the rich history of our club through behind-the-scenes and archive footage.”

About Dugout

Dugout is a unique digital media company co-owned by 10 of the world’s biggest football clubs.

Since launching in 2016 with A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid there are now 100+ clubs, National Football Federations and Leagues in partnership with Dugout. This collaboration helps football clubs educate, engage and grow their digital fanbase via a premium global publisher network.

Using current and archived footage, Dugout creates and distributes over 3,000 brand safe, professional videos a month to over 60 million engaged fans globally.

Visit Dugout.com and Dugoutworldwide.com (corporate site) for more information and download the app here: dugout.com/download-app.

Engage with Dugout on social:
Twitter
Corporate Twitter
Linkedin
Facebook
Instagram

América de Cali become first Colombian football team to sign with Dugout

América de Cali joins leading global media company to deliver bespoke football content directly to fans and expand their global reach

London, UK – 20 March 2020: Global digital media company Dugout today announced a new partnership with América de Cali – its first club in Colombia.

Launched by the world’s largest football clubs − including Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus – Dugout now enters a new territory as the number of partnerships with clubs, federations and leagues across the globe grows.

Playing their home matches at the Olímpico Pascual Guerrero stadium, América de Cali, or Los Diablos Rojos as they’re known, is one of Colombia’s most decorated clubs, picking up 14 Primera A titles.  Established in 1927, Los Diablos Rojos has reached the Copa Libertadores finals on four occasions, and the club will now have access to Dugout’s global network of premium publishers via Dugout’s unique online ‘Embed’ player.

Through dedicated channels on the Dugout App, Dugout.com and its network of over 75 publishers globally, dugout will deliver exclusive, bespoke content directly to fans to increase fan engagement and grow the club’s international presence within and outside of Colombia.

Dugout Co-Founder and Chairman, Elliot Richardson, said:

“Dugout is delighted to partner with América de Cali, one of Colombia’s most successful clubs, and continue to expand within the region. The club has one of the largest fan-bases in the country and we look forward to working together to share new and vibrant content with football fans in and outside of Colombia.

“Dugout is proud to have over 100 clubs, federations and leagues along with over 75 certified publishers which deliver 60 million monthly users. We’re in a great place to consolidate our position as the world’s leading football content provider, serving the greatest number of fans globally.”

Mauricio Romero, Executive President América de Cali, said:

“Partnering with Dugout is an exciting step in our club’s growth and we’re delighted to be working with them. Their experience of creating engaging content for some of world’s biggest football clubs will help bring our fans even closer to their favourite players and the best action. With Dugout’s platform being used by football loving fans across the world, we hope to develop our presence internationally and showcase exactly what it means to be Los Diablos Rojos.”

About Dugout

Dugout is the first and only time the world’s biggest football clubs have joined forces to support a new business. Since launching with A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid there are now over 100 clubs, National Football Federations and Leagues in partnership with Dugout.

Dugout offers exclusive football video content from its member clubs through a central library of more than 50,000 videos direct to fans on Dugout.com and via its Embed network of certified publishers. Each member club and player have a dedicated Dugout profile to upload content and interact with fans creating a personalised experience based on the clubs and players they follow.

Dugout’s Embed network of leading publishers from around the world, are supported by Dugout to strengthen their ability to drive deeply engaging content, user experience and provide the highest level of service to their audiences with not only static images but dynamic, relevant video content. Dugout produces over 5,000 videos a month across three key content streams – Newsworthy, Stand Alone and Evergreen; all of Dugout’s content is available to certified publishers through its embeddable media platform.

Similarly, Dugout works with media agencies, creative agencies and brands to deliver content-rich opportunities for activation campaigns, product launches, experiential marketing and events. 

Dugout.com launched in November 2016, followed by the app in March 2017. Dugout’s quality content is also available on Amazon Fire TV, Apple TV, as well as via certified global publisher partners.

Visit Dugout.com and Dugoutworldwide.com (corporate site) for more information and download the app here: dugout.com/download-app.

Dugout supports growth of women’s football by signing women’s club Madrid CFF

The leading football digital media company announces commitment to grow women’s football and celebrates its 101st partner club.

London, UK – 6 March 2020

Dugout, the world’s only digital media company co-owned by 10 football clubs, has today announced Madrid Club de Fútbol Femenino (Madrid CFF) as its first dedicated women’s club.

The announcement, which coincides with the global celebration of International Women’s Day on 8 March, demonstrates Dugout’s commitment to actively increase the visibility of women’s football – with Madrid CFF having a dedicated channel on Dugout.com and distributing their content via its global network of premium publishers.

Dugout has been promoting the women’s game since 2019 with content channels for established women’s teams, including Arsenal Women Football Club, Manchester City Women andTottenham Hotspur Women’s club.



Adding Madrid CFF to the current portfolio of women’s football content on Dugout will build on the momentum of last year’s FIFA Women’s World Cup™ – which saw an unprecedented level of interest and demonstrated the huge appetite for women’s football content. Dugout has observed significant growth in fan engagement with women’s football content on its digital platforms reaching over 2 million views within 3 months and it will continue to boost the quantity of women’s football channels and enhance the profile of the women’s game globally.

Dugout will further demonstrate its commitment to encouraging engagement and participation in women’s football by launching a week of celebration dedicated to some of the greatest female footballers in the world. During the celebration, which starts on International Women’s Day and runs until 16 March, fans will have the chance to win signed merchandise, including shirts from England and Manchester City captain Steph Houghton,  Tottenham Hotspur’s Rianna Dean and Club Nacional de Football and Uruguay star Esperanza Pizarro, to name just a few. Fans can go to play.dugout.com for more information.

Lauren Trisconi, Head of Club Relationship Management, Dugout, said:

“We are currently seeing unparalleled growth in women’s football, and this surge in interest is something Dugout is actively supporting. Since the FIFA Women’s World Cup™ 2019 we have seen an increased level of fan engagement on Dugout and we look forward to partnering with more women’s clubs, leagues and federations to provide new channels for women’s football content.”

“We are delighted Madrid CFF has joined Dugout and becomes the 101st club in our community. We will work with them to showcase their excellent football content and help them increase their digital fan base around the world.”

Andrés Baqué Garcia-Margallo, Marketing & Communications Director, Madrid CFF, said:

“We are delighted to partner with Dugout for global content distribution as part of our club internationalization strategy. Their unrivalled reputation as the leading football digital content platform will help fans get closer to our club, increase our digital profile, boost overall engagement with women’s football, but most of all, make our club international trough all dugout media partners around the word”

Madrid CFF was founded in 2010 and within eight years gained promotion to Spain’s top tier of women’s football, the Primera División where, at the Matapiñonera Stadium, they have been playing ever since. Dugout now has 101 partner clubs in more than 30 territories and will work with Madrid CFF to increase audience reach through high-quality, bespoke and exclusive content.


About Dugout

Dugout is a unique digital media company co-owned by 10 of the world’s biggest football clubs.

Since launching in 2016 with A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid there are now 100+ clubs, National Football Federations and Leagues in partnership with Dugout. This collaboration helps football clubs educate, engage and grow their digital fanbase via a premium global publisher network.

Using current and archived footage, Dugout creates and distributes over 3,000 brand safe, professional videos a month to over 60 million engaged fans globally.

Visit Dugout.com and Dugoutworldwide.com(corporate site) for more information and download the app here: dugout.com/download-app

Dugout announces a century of football club partners

Brazil’s iconic Flamengo becomes 100th club to join the global digital content platform and Dugout celebrates most successful year to date with record 1.84 billion views worldwide in 2019

London, UK – 4 March 2020:

Dugout, the world’s only football club-owned digital content platform, has today announced its 100th club partner – Flamengo, one of Brazil’s most successful and popular teams.

Flamengo, who play in the iconic red and black stripe shirts and compete in Brazil’s top division, Série A, has signed-up to Dugout to ensure they can continue to expand their fan growth and reach in Latin America and beyond. 

With Flamengo’s established passionate fan base and the club being recognised as having the largest digital following in the LATAM market, the new partnership will bring high-quality, bespoke digital content direct to supporters through Dugout’s growing network of premium publishers globally. 



By reaching a century of club partners, Dugout now has a major presence throughout Europe, Asia, Africa and North and South America – with the ability to share exclusive football content directly with millions of fans.

Dugout can also reveal today it has enjoyed its most successful year since launching in 2016 – announcing that 2019 concluded with more than 1.84 billion views across Dugout.com and its network of more than 75 publishers globally.

Dugout has expanded rapidly from 10 founding clubs just over three years ago − including Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus – to now having dedicated channels for clubs in each major football league.

With a global presence across 30 countries, Dugout has a proven track-record in helping clubs increase their levels of fan engagement and international profile. For example, the platform’s partnership with Inter Milan (FC Internazionale), increased club video views by 142% – from seven million to 17 million within a three-month period – and enhanced levels of fan engagement and unique visits to the club’s own website

Dugout Co-Founder and Chairman, Elliot Richardson, said: 

“We are delighted to welcome Flamengo as our 100th partner club. Brazil is so passionate about football and Flamengo is one of the most iconic clubs in the world, so we are very proud to have them join us as we celebrate this fantastic milestone. 

“We look forward to forging a strong partnership with Flamengo by creating amazing new content that appeals to their growing fanbase in Latin America and across the globe. The club’s rich history and association with legendary players means we together can tell wonderful stories about the beautiful game. 

“We are also delighted to announce today that Dugout recorded more than 1.84 billion organic views on our platforms in 2019 and, together with all our partners, we look forward to achieving more success in 2020.

“There are many exciting developments and new revenue products which we will be rolling out in the near future, enabling partner clubs, brands, publishers and platforms to deliver the highest quality football content – all by working in unison.”

Bernardo Monteiro, Communications Director at CR Flamengo, added:

“We want Flamengo to reach fans all over the world – delighting and engaging them with great stories about our history, players, culture and passionate support.

“As we internationalise our brand, we believe Dugout can help us achieve our goals – so this new partnership is an important step to help our local and global fans enjoy even more great content.”

Since its launch, Dugout has partnered with a host of internationally recognised publishers including The Independent and Press Association. To accompany news and editorial features, Dugout provides exclusive footage through the ‘Editorial’ and ‘Always On’ Players including top goals, moments, skills, behind-the-scenes, training and player-led lifestyle features. This enables journalists to find engaging content to enhance the overall experience for publishing platforms and their audiences.

Being owned by and partnering with the some of the world’s leading football clubs has enabled Dugout to better understand football fan behaviour – particularly linked to the consumption of football match content. Additionally, by working closely with fan-focussed brands over the past three years, including Three, Kia, AIA and Rakuten Viber, Dugout has delivered successful, innovative marketing and activation campaigns that have appealed to fans and generated tangible commercial results.


About Dugout

Dugout is a unique digital media company co-owned by 10 of the world’s biggest football clubs.

Since launching in 2016 with A.C. Milan, Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid there are now 100+ clubs, National Football Federations and Leagues in partnership with Dugout. This collaboration helps football clubs educate, engage and grow their digital fanbase via a premium global publisher network.

Using current and archived footage, Dugout creates and distributes over 3,000 brand safe, professional videos a month to over 60 million engaged fans globally.

Visit Dugout.com and Dugoutworldwide.com


About Flamengo

Founded in 1895, Flamengo has a rich footballing history. The club has won the top tier of Brazilian football, Campeonato Brasileiro Série A, seven times and the Copa do Brasil three times.

2019 was a successful year for the Brazilian giants, as they won both the Série A and the Copa Libertadores titles.

Global football icon, Zico, who has 94 caps for the Brazilian national team, is regarded as Flamengo’s greatest ever player. He captained the side during the 1981 season, which is often dubbed as the club’s most successful year, as they won both the Copa Libertadores, and the Intercontinental cup.

Financial Times Business of Football Summit 2020: Live Stream

Football is the world’s most popular sport, and, also, one of the most active sectors globally for deal-making. Whether it is M&A, private equity investment, stadium financing, media rights, sponsorship contracts, player transfers, or salary packages, the business of football has become a multi-billion dollar economy. And as with many other major asset classes, there are disruptive forces that are shifting the goalposts – challenging established systems and creating new opportunities for growth.

At this years event the FT will explore the new technology that is transforming the way football is both consumed and played, radical proposals to expand regional and global tournaments, the continuing efforts by regulators to level the financial playing field, and the enormous growth potential for the women’s game following the success of the 2019 World Cup.

Elliot Richardson
Executive Chairman
Dugout

Andrea Agnelli
Chairman
Juventus and European Club Association (ECA)

Gary Neville
Former Manchester United and England defender

Steven Zhang
President
Inter Milan

Kelly Simmons
Director of Women’s Professional Game
The Football Association

Rita Liu
Director, Sports Marketing, Global Branding and Marketing
Alipay

AFC Ajax partners with Dugout to expand global reach

Dutch Eredivisie club joins 95 of the world’s top clubs, national football federations and leagues as part of Dugout’s global community to deliver exciting football content direct to fans

London, UK – 19 December 2019: Global media platform Dugout has announced a new partnership with top Dutch football club AFC Ajax that will grow the club’s global fan base and expand its reach internationally. Ajax is the latest big-name club to join Dugout’s growing global community, which now includes 96 of the world’s biggest clubs, federations and leagues.

With 34 Eredivisie titles, 19 KNVB Cups and a slew of international trophies, Ajax is the Netherlands’ most successful football club. In addition to four European Cup / Champions League titles – including three consecutive titles from 1971 to 1973 – Ajax has won one European Cup Winners’ Cup; one UEFA Cup; two UEFA Super Cups and two Intercontinental Cups over the course of its 119 year history.



Ajax’s signing comes at a time of rapid growth for Dugout, which is the only media company owned by the world’s top football clubs, whose founding members include Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus The new partnership will ensure Ajax can better engage existing fans and reach new audiences through high-quality, original and exclusive football content delivered directly to fans worldwide via Dugout and its global network of premium publishers.

Dugout Co-Founder and Chairman, Elliot Richardson, said:

 “We are delighted to partner with Dutch champions Ajax – one of the most prestigious and highly regarded clubs in the world. This partnership will ensure fans across the globe will have direct access to great Ajax content, both on and off the pitch, enabling the club to develop an even deeper connection with its audience, while expanding its global reach. 

Ajax is a fantastic addition to the Dugout family and an important component of our ongoing strategy built on a unique collaborative approach. Dugout is proud to partner with 96 member clubs, federations and leagues and work with a global network of 75 premium publishers delivering content to over 60 million users a month. We remain on track to become one of the largest football content providers in the world.”  

AFC Ajax Chief Commercial Officer, Menno Geelen, said:

Dugout has been running an exciting business for years, expanding in terms of club partnerships and publishing partners. Therefore, we are excited to partner with them, as this fits perfectly in our increasing focus, to develop a strong international partnership proposition and grow internationally. Dugout is the perfect partner to help us fulfil this ambition.

About Dugout

Dugout is the first and only time the world’s biggest football clubs have joined forces to support a new business. Since launching with Barcelona, Real Madrid, Paris Saint-Germain, A.C. Milan, Liverpool, Manchester City, Arsenal, Chelsea, Bayern Munich and Juventus, there are now 96 clubs, National Football Federations and Leagues in partnership with Dugout. 

Dugout offers exclusive football video content from its member clubs through a central library of more than 50,000 videos direct to fans on Dugout.com and via its global network of premium publishers. Each member club and player have a dedicated Dugout profile to upload content and interact with fans creating a personalised experience based on the clubs and players they follow. 

Dugout’s network of leading publishers from around the world, are supported by Dugout to strengthen their ability to drive deeply engaging content, user experience and provide the highest level of service to their audiences with not only static images but dynamic, relevant video content. Dugout produces over 4,500 videos a month across three key content streams – Newsworthy, Stand Alone and Evergreen; all of Dugout’s content is available to certified publishers through its embeddable media platform.

Similarly, Dugout works with media agencies, creative agencies and brands to deliver content-rich opportunities for activation campaigns, product launches, experiential marketing and events. 

Dugout.com launched in November 2016, followed by the app in March 2017. Dugout’s quality content is also available on Amazon Fire TV, Apple TV, as well as via certified global publisher partners.

Visit Dugout.com and Dugoutworldwide.com (corporate site) for more information and download the app here: dugout.com/download-app

Engage with Dugout on social:

Twitter (Content)
Twitter (Corporate)
LinkedIn
Facebook
Instagram

For media enquiries or more information contact:

Amelia Fisher-Starzynski
Vero Communications
Afisher-Starzynski@verocom.co.uk
Ph. +44 (0) 7557 418 187