Comment programmer une stratégie de développement international ?

Faced with the rising stakes linked to the internationalization of audiences, more and more sports organizations are seeking to develop their development strategy for foreign markets. If the modus operandi may differ depending on the organizational models or even the targeted markets; on the other hand, the ingredients to bring together are more or less the same for a successful international expansion policy. Decryption.

Never had Stade Brestois experienced such activity on social platforms. Only two days after formalizing the signing of Algerian international Youcef Belaïli in the final sprint of the last winter transfer window, the Finistère club recorded an increase of… 845% of its coverage on its official Facebook page! In total, the SB 29 community on social networks has more than tripled since the integration of the Algerian star into its workforce. An exponential growth in audiences which has not, however, transformed the functioning of the club in terms of the animation of its digital channels.

“Over the past few months, we have sometimes produced a few publications in Arabic for the nod of sympathy to the community of Youcef Belaïli who had just joined us on our social networks. But we proceeded in the same way with some publications in Spanish for Martin Satriano or even in Italian for our player on loan last season from Inter Milan, Lucien Agoumé. […] Our primary idea is rather, through the aura of our players, to make the club, our values, our city, our game and the entire workforce known to as many people as possible. We want our new fans to want to continue to follow us, even if the player has to evolve elsewhere in the near future. The objective is to federate around the coat of arms and not to create micro-communities of individualities “explains to us Florent CorréCommunication and Digital Manager of Stade Brestois 29.

However, the impressive impact exerted by the recruitment of Youcef Belaïli on the social activity of Stade Brestois has somewhat changed the club’s thinking about its content policy on social networks. “In terms of digital marketing, the right positioning in our eyes would be to create official accounts in foreign languages ​​to satisfy fans internationally. But, for that, you need resources and find people you trust to play this role. Stade Brestois is not a “big” in the championship but it is undoubtedly through this lever that the club could take a step forward. In any case, these are new thoughts that we are led to have following the arrival last January of a world-class player such as Youcef Belaïli. It helps us grow. Hoping that this will continue,” explains Florent Corre.