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FC Barcelona’s Barça Innovation Hub Goes Global (A): Innovation On and Off the Pitch

Published 03 Jun 2020
Reference 6583
Topic Strategy
Region Global
Length 23 page(s)
Language English

The case study traces the development of FC Barcelona’s Innovation Hub (BIH) and its plans to go global. It describes how factors on and off the pitch led to the launch and how the BIH is preparing the club for the future at the centre of an ecosystem that includes prestigious brands, universities, start-ups, and athletes worldwide, all linked by a culture of excellence. The case considers FC Barcelona’s competitive environment and its approach to digital disruption (of broadcasting, player performance, fan engagement), the professionalization of football, and the “ambidexterity” of club strategy.

Teaching objectives

To assess the role of the following in the globalisation of FC Barcelona’s Innovation Hub: a) The professionalisation of football: sports science and player performance analysis; integrated player nutrition, health and wellness; in-play analytics; technology-enabled matchday and training optimisation; commercialisation of clubs as multinational brands. b) Digital disruption: leveraging big data to understand and predict fans; applying CRM strategies to football fans; clubs as entertainment providers. c) Evolution of the sports arena – stadiums as ‘theme parks’ and economic hubs. d) The importance of fans in emerging markets.

  • global open innovation
  • globalization sports
  • football
  • Spain
  • sport
  • healthcare
  • digitalisation
  • fan engagement
  • media
  • social impact
  • nutrition
  • Barcelona FC
  • Q22020
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