Evaluating the Performance of Football Clubs Using Digital Metrics

Abstract The paper evaluates the performance of football clubs according to the online measures, with special attention given to the association between the degree of digital activity, the attitude of fans, and financial health. The traditional football clubs have been long assessed with the help of the traditional performance indicators, such as the match outcome and the statistics of the players. However, the increasing role of social media and online interaction is also to be taken into consideration, and more precise assessment should be delivered with the help of digital indicators. The paper will look at the connection between online indicators e.g. social media presence, sentiment analysis and fan relations and the traditional performance indicators and financial success. The data collection was conducted using various Internet sources, including social media, official club websites and databases of fans in a year. Statistical software and correlation analysis as well as regression models were used to analyse the data. The results demonstrate that there are strong positive correlations between online measures (social media activity and sentiment) and fan loyalty as well as financial performance. There is more online engagement in clubs which have a greater fan loyalty and financial success. The paper reveals the significance of using online measures in the traditional performance evaluation paradigms to offer a more comprehensive picture of success of a club. The study can be of great importance to football clubs aiming to improve their digital engagement measures and their on-field and off-field performance.