How AZ unlocks to true value of video
AZ Alkmaar is making significant steps in its approach to the use of video content. The club has developed a strategic vision that goes beyond simply posting weekly videos on YouTube.
With an integrated approach, AZ aims to leverage video across all areas to add value and enhance the fan experience. In the video below, Marlon Braakman, AZ’s Head of Media, shares more about this ambitious vision and future plans.
AZ increases fan engagement and monetizes their content using our platform
About AZ
AZ Alkmaar is a Dutch professional football club with a modern and innovative approach to the game. They’re currently playing in the Eredivisie, the highest professional football league in the Netherlands. The club’s focus on youth development has helped them to produce some of the best young talent, and they are a respected and competitive team in Dutch football.
Objectives
Broadcasting rights
AZ streams a diverse range of live content, including press conferences, live youth matches, and post-match highlights, directly to its fans. By using their own video platform, they’re able to avoid UEFA and ESPN publication restrictions that come with using third-party platforms like YouTube. This enables them to showcase videos on their own platforms sooner, drawing increased traffic to their pages.
Moreover, they have the ability to publish content while implementing opponent country geoblocking restrictions. This gives AZ more control over its broadcasting rights and allows it to better reach its fans.
OTT
AZ Alkmaar enhances fan engagement by using a variety of player features, like displaying related items, floating options, automatically playing the next video, and adding clickable highlights. They also curate video pages that offer an OTT (Over-the-top) experience, resulting in more video views per visitor and longer page visit durations. This provides the club with valuable insights into their fanbase and allows them to effectively manage and share their video content across multiple channels.
Monetize
AZ Alkmaar allows fans to conveniently shop for merchandise, tickets, or season passes directly from their videos by incorporating clickable purchase buttons. This not only offers a seamless shopping experience for fans, but also introduces an additional revenue stream for the club.
AZ also plans to start monetizing its video content through sponsorships by displaying pre-rolls that offer prominent exposure for sponsors. The platform’s analytics capabilities empower AZ to monitor the performance of sponsored content and provide sponsors with valuable data insights.
What AZ has achieved
AZ has effectively utilized our platform to offer fans an OTT experience, enhancing fan engagement. They also effectively manage broadcasting rights while bypassing publication restrictions, and monetize their content through direct shopping options and sponsorships.