Global Fútbol

In this interview, RCD Espanyol CEO Mao Ye underlines how technology and internationalisation are among the pillars of Los Blanquiazules’ growth. Internationally, the club’s strategy is based on having a presence in strategic markets and this is achieved through the opening of academies in different locations, the organisation of campuses and regional sponsorship agreements.

Technology also plays a decisive role in the development and evolution of the club, and the institution’s entire digital ecosystem is advancing with the aim of incorporating many digital tools that will make it easier to dialogue with fans from any corner of the world. The premise in this sense is clear: it’s about putting the fan at the centre so that they can enjoy better experiences.

- Starting in general terms, what is the club’s roadmap in a business sense?

It’s to take advantage of the Boost LaLiga project, as we want to boost revenue by opening up new lines of business and by improving management efficiency. International business is an area where we are going to allocate more time and resources.

- In economic terms, clubs are still recovering from the effects of the pandemic. As an economist and financial analyst, how do you expect to reduce those losses this season?

We have suffered like many other clubs since the pandemic, in our case even more so due to going through a relegation. Reducing losses without harming the sporting performance must go hand in hand with the strengthening of all lines of business and the containment of costs by improving management efficiency.

- One of the basic pillars of the club’s development and growth is internationalisation. What strategy are you carrying out in this field? Where does RCD Espanyol’s presence stand out and with which projects? And, where does the club obtain the greatest benefits?

We have been working on the internationalisation of the club for many seasons now, because we understand that there is an opportunity for growth with this method. In order to have a presence in strategic markets (China, Indonesia, Mexico and South Africa), our strategy is based on the opening of academies in different locations, the organisation of campuses and regional sponsorship agreements.

- In terms of sponsorship, how do you think this is evolving and what is the club achieving in this area?

Our relationship with sponsors is all about obtaining profitability for both parties. Every season there is more competition and we have more legal restrictions, so we must constantly reinvent ourselves and find different ways of providing value to the sponsor. With our club and with the RCDE Stadium, we can offer unique experiences to sponsors and their guests. We have strategic sponsors and we also seek stability. We want to have partnerships based on values and joint strategies. At this point, our versatility is allowing us to offer an almost 360º relationship with our sponsors.

- One of your most recent projects is the club’s eSports hub that is located next to one of the official stores. Is this a clear commitment to targeting younger audiences? What are you doing to reach out to this generation and increase the fanbase?

At the same time as we work on internationalisation, we mustn’t lose focus on local growth. Having this new meeting point for our fans in Barcelona is key to reaching out to younger audiences. The RCDE Hub is a further demonstration of our entrepreneurial and innovative character, as it helps us to understand the new ways of consuming football and to carry out projects that appeal to this audience.

- With one of the most modern stadiums in LaLiga, RCD Espanyol is a club working hard to enhance the fan experience on matchdays. What is being done to achieve this?

We have one of the best stadiums in LaLiga, but we are not resting on our laurels and we are working to improve season by season. We want to further enhance the fan experience on matchdays and to achieve an even greater connection with fans. There are some very interesting projects about to be implemented, such as the inauguration of a restaurant, which will be located on one of the commercial premises, or the extension of the private boxes, which will provide more services for those in the VIP areas, among other projects.

- Digital and technological advances are essential in order to offer better experiences to fans, to reach new audiences and, therefore, to achieve development and growth for the club. How is RCD Espanyol developing in this area?

The club’s digital ecosystem continues to move forward as we incorporate a wide range of digital tools to engage with our fans. Our goal is to put the fans at the centre of everything and to provide them with better experiences.

Thanks to an agreement between Caixabank’s innovation department and RCD Espanyol, we have developed the club’s official app, providing a variety of services to members and fans, such as streamlining the procedure for season ticket and matchday ticket purchases, making it easier to obtain food and drink at a match and promoting the official products from the RCDE Store.

In addition, the club has also taken advantage of new virtual platforms to bring the first-team players closer to the fans, such as with the hosting of telematic meetings and interviews. These digital tools have helped us to enhance dialogue and proximity with the players. Right now, we can’t imagine growth at the club that doesn’t involve good use of technology.

- What are RCD Espanyol’s sporting aspirations for the coming years?

We are proud of our 123 years of history, so we must remain an accomplished club and have a competitive attitude. We are in the process of reinforcing our youth academy through the optimisation of grassroots football.

- What do you think of the agreement with CVC? What projects does the club have in mind?

Our view of the CVC agreement is that it can only be a positive. As well as the financial support, we also receive constant support from LaLiga to continue growing.

We have projects that have been clearly defined and that are up and running for each of the verticals that make up Boost LaLiga. The CVC funds have allowed us to accelerate in all areas of the club and, by successfully completing the projects we are carrying out, we will have added more elements to make RCD Espanyol more competitive.