Sports merchants “lagging behind” brands and clubs

After having analyzed the performance of the websites of CAC 40 companies, of major players in food e-commerce and of major players in the luxury sector, Wavestone and Uptilab have scrutinized over 50 sports brands: equipment manufacturers, distributors, clubs and franchises. At a time when the issue of the monetization of social networks is becoming more and more pressing, this barometer has sought to observe the ability of these players in the sports sector to convert the strong attachment of ‘consumers’ into the creation of value via their management of the customer digital experience.

Where do the sports brands truly stand on this today? Who out of PSG and OL wins the prize for the best customer digital experience? Who out of Nike and Adidas is achieving the best performances in terms of digital maturity? Do the French clubs bear comparison with the American franchises?