Finance guru backs Newcastle United to use 'really powerful tool' to unlock PIF's billions
Newcastle United know that capitalising on Generation X will be crucial if they are to boost commercial income and unlock the Saudi Public Investment Fund’s spending power.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the results of a recent survey by the European Club Association.
The alliance of Europe’s top clubs, who published their findings on Wednesday (14 September), canvassed 4,000 supporters for the Future of Fandom report.
They found that the bulk of respondents in the 18-24 age bracket consume football content through non-traditional platforms like TikTok and YouTube.
Newcastle, who have 274,000 and 1.2m followers on each respective platform, need to boost commercial revenue to be allowed to spend big under the terms of Financial Fair Play.
Plumley claims that further utilising new media will prove a “really powerful tool” in their quest.
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“You can see clubs are already starting to capitalise on this generation of fans,” he told Football Insider’s Adam Williams.
“Look at how many job titles are around these days that we haven’t previously seen. Social media and fan engagement is huge these days.
“It’s all about how you interact with fans throughout the world via different content. If you really invest in this, it can be a really powerful tool.
“In the end, you’re trying to convert this into something more tangible like coming to the stadium or buying merchandise. That’s the long-term play. If you can gain an advantage in that space, it makes perfect sense.“