Business model innovation for sustainable operations in professional football: How supporters gain more control of the Beautiful Game

We aim to explore whether ongoing digital innovations in Premier League clubs may substantiate a prospective change in their business model and potentially lead to a solution to the financial sustainability issue in professional football. Our exploratory study is to identify ongoing digital innovations and what changes can be foreseen in future years. The empirical analysis is based on information collected from club webpages, their selected social media pages, and top sports business journals. Our results indicate that despite the numerous digital innovations already implemented in the clubs, their utilisation has not reached a level to justify a more complex business model innovation. However, several changes indicate that such a fundamental transformation will likely happen in the foreseeable future. Our work’s scholarly contribution is exploring a novel field of study concentrating on the digitally focused business model innovations of professional clubs, unlike most football business model analyses that focus on leagues. We have concluded that clubs can and should apply business innovations to look for more financially sustainable operations, even without necessarily waiting for changes to be made in the generic competitive structure they perform in.