In previous episodes of our digital series, All Models Are Wrong we’ve talked to people from across the industry about how digital transformation is impacting the sports business. Today we continue that conversation with Elliot Richardson, co-founder and chairman of Dugout, the football digital platform part owned by the biggest clubs in the world, including Real Madrid, FC Barcelona, Chelsea, Manchester City and Bayern Munich.Dugout is interesting because, as I say to Elliot during our conversation, it exists to solve a problem the football clubs have when it comes to digital, which is how maximise the return from their global popularity. So I ask him whether we’re at the end of the first social platform era, to sum up what the pros and cons have been of distributing football clips across YouTube, Twitter, Facebook and the rest and how will the next era of digital alter the value of football clubs as a sponsorship and commercial proposition. As ever, Elliot has plenty to say, backed up by numbers.

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