Kieran Maguire: Leeds United have ‘found the golden ticket’ as Andrea Radrizzani seals new deal
Leeds United co-owner Andrea Radrizzani is on to a winner with his investment in tailored advertising firm Sponix.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Italian entrepreneur’s latest business venture.
Per Leeds Live on Wednesday (22 June), Radrizzani has purchased a stake in Qatar-based company Sponix.
Sponix specialises in software that allows broadcasters to virtually tailor in-stadium advertising boards according to their audience.
Maguire suggests that Leeds could reap the rewards if they are given permission to display more targeted advertising at Elland Road.
“Premier League clubs harvest huge amounts of data through their fans,” he told Football Insider’s Adam Williams.
“They do this via apps and their relationships with season ticket holders.
“Personalised targeting of consumers is a way to get a better take from a marketeer’s perspective. You wouldn’t want to read perimeter advertising that isn’t aimed at your demographic.
“This is the way forward but monetising that data is the bigger challenge.
“When I speak to people in the marketing industry, they always say they haven’t yet found that golden ticket in terms of converting it into hard cash. This could be a way to reach that.“
Leeds’ commercial department trousered approximately £36million in 2020-21, the last recorded financial year.
Maguire told this site on Monday (20 June) that they could use Jesse Marsch’s profile to boost their commercial pulling power in the United States.
In other news, Leeds United employee issues “big” Marcelo Bielsa claim after update on his future.