巴塞羅那俱樂部：電競為體育融合發(fā)展注入新生命力
2020-08-25 來源：網(wǎng)絡(luò)采編 編輯：阿修羅 分類：電競新聞
8月24日，2020全球電競運動領(lǐng)袖峰會暨騰訊電競年度發(fā)布會在海南博鰲舉辦。在上午的全球峰會上，巴塞羅那俱樂部（以下簡稱：巴薩）董事會成員、數(shù)字領(lǐng)域負責人 Dídac Lee，CMO首席營銷官Guillem Graell，數(shù)字領(lǐng)域總監(jiān) Enric Llopart通過視頻演講，分享了巴薩在傳統(tǒng)體育與電競?cè)诤仙系乃伎寂c啟發(fā)：
巴薩的新數(shù)字戰(zhàn)略將球迷作為一切的核心，面對新觀眾對內(nèi)容消費模式的變化，需要持續(xù)開拓新的模式，產(chǎn)生更好的吸引力與溝通方式。而在與年輕人溝通方面，電子競技是可以發(fā)揮至關(guān)重要的作用，年輕一代正滿懷熱情地積極擁抱電子競技，電競精神作為全球文化溝通的重要組成部分，很好地促進了全球交流。雖然巴薩目前對于電競項目的探索仍處于起步階段，但作為一家有著120年悠久歷史的機構(gòu)，進入如此新興領(lǐng)域，定能發(fā)揮強大影響力。
巴薩希望在未來幾年成為全球電競領(lǐng)域的重要參與者，與業(yè)內(nèi)頂尖公司的合作將能夠產(chǎn)生大量正向協(xié)同效應(yīng)，騰訊電競是電競領(lǐng)域真正的標桿，巴薩正致力于與騰訊建立戰(zhàn)略合作伙伴關(guān)系。
而在下午舉行的騰訊電競年度發(fā)布會上，騰訊集團副總裁、GEF 國際電子競技聯(lián)合會副主席、閱文集團首席執(zhí)行官、騰訊影業(yè)首席執(zhí)行官程武也對外宣布，騰訊電競與巴塞羅那俱樂部達成長線戰(zhàn)略合作意愿。未來，雙方將圍繞電競賽事、電競教育、產(chǎn)業(yè)交流等方面展開深度合作。
以下為巴薩視頻演講原文：
HI, everyone. I am Didac Lee, board of directors member at FC Barcelona. I'm respon-sible for digital area.
大家好，我是Didac Lee，巴薩俱樂部董事，負責數(shù)字領(lǐng)域。
Thank you for inviting us to participate in such a prestigious event. We apologize that we cannot attend in person. However, COVID-19 travel restrictions made it impossible to join you in Hainan today. Whilst we are disappointed, we are also thankful for have the opportunity to take part in such an important event through this video.
感謝邀請我們參加此次盛會，很抱歉無法來到現(xiàn)場。因為疫情旅行禁令的關(guān)系，我們只能通過這樣的方式與你們相會在海南。我們心中不免失望，但能夠有機會參與如此重要的峰會，我們?nèi)允指屑ぁ?span style="display:none">YSj中國電競網(wǎng)
At Bar a, we are more than a club. Over 120 years, we have grown as an entity that is open to the world and we view sport as a phenomenon that can build bridges be-tween people.
巴薩不僅僅是一家俱樂部。經(jīng)過120年的經(jīng)營，我們已經(jīng)發(fā)展為一家面向世界的企業(yè)，并將體育運動視作能夠架起人類溝通橋梁的工具。
FC Barcelona is also the home to La Masia, the youth training camp, and one of our symbols that has developed the likes of Javier Hernández, Lionel Messi and Gerard Pique. Football is our true art. Our style has made us recognizable all over the world. And it is a style based on positional play and with the ball at the center of everything, as a unique approach to the game which has revolutionized modern football.
巴薩俱樂部也是巴薩青訓(xùn)營的大本營。作為我們的標志性產(chǎn)出之一，巴薩青訓(xùn)營培養(yǎng)出了哈維爾·埃爾南德斯、萊昂內(nèi)爾·梅西和杰拉德·皮克等一眾優(yōu)秀球員。足球是我們真正的藝術(shù)，我們憑借獨特風(fēng)格享譽全世界。這種風(fēng)格基于定位戰(zhàn)術(shù)和以球為中心的理念，以獨特方式革新現(xiàn)代足球。
It is important to know that the club is also investing in China football infrastructure through the Bar a experience in Haikou.
俱樂部也基于在�？诘慕�(jīng)驗，正在投資中國的足球基礎(chǔ)設(shè)施建設(shè)。
We inaugurated the complex in 2018.And it is remained the only Bar a museum out-side of Barcelona. The museum offers interactive digital experiences to help visitors to feel as if they are being transported to Camp Nou. And the academy Pro develops young football talent in Hainan.
我們在2018年為�？诎退_世界揭幕。�？诎退_世界到現(xiàn)在依然是巴薩在巴塞羅那以外唯一的博物館。該博物館提供交互式的數(shù)字體驗，讓游客仿佛置身諾坎普球場。亦有訓(xùn)練營項目致力于在海南培養(yǎng)年輕的足球人才。
Since its foundation, Bar a has always been open to the world and has become a meeting point between different people, cultures, and countries, but also with-out neglecting its Catalan roots and culture.
巴薩從創(chuàng)立之初就以開放姿態(tài)面向全世界，并成為了不同人群、文化、國家的交匯之所，且從未丟失其加泰羅尼亞根源和文化。
Bar a and the city of Barcelona work together to promote each other on the world stage.
巴薩和巴塞羅那攜手在世界舞臺上為彼此宣傳。
We are committed to developing our digital strategy to become a Global Enter-tainment Brand, at the crossing point between entertainment and sport, and leading the way in terms of sportainment.
我們致力于通過發(fā)展數(shù)字戰(zhàn)略將自身建設(shè)為全球性娛樂品牌，作為娛樂和體育的交匯橋梁，引領(lǐng)體育與娛樂的融合共生。
As we do on the field of play, where the Bar a style involves making the ball the focus of everything we do, our new digital strategy is based on putting the FAN at the very heart of things, as part of a FAN CENTRIC model.
正如巴薩在球場上的風(fēng)格是將球作為一切行動的焦點，我們的新數(shù)字戰(zhàn)略將球迷作為一切的核心，構(gòu)建以球迷為中心的模式。
The Fan-Centric Bar a model is based on creating an integrated ecosystem of club products, services and contents in order to offer our fans the very best ex-perience:
以球迷為中心的巴薩模式的基礎(chǔ)是創(chuàng)建一個囊括俱樂部產(chǎn)品、服務(wù)和內(nèi)容的綜合生態(tài)系統(tǒng)，為我們的球迷提供最好的體驗:
The two KEY AREAS for making this possible are:
其中的兩個關(guān)鍵領(lǐng)域為：
- On the one hand, Bar a Studios for the creation of entertainment content to be fed into that ecosystem. That is why we are so, so strongly committed to Bar a Studios. We are the first club in the world to set up its own audiovisual production company. This unique area will centralise the creation, produc-tion and sale of our audiovisual content.
一是打造向該生態(tài)系統(tǒng)輸送娛樂內(nèi)容的巴薩工作室。這就是我們大力打造巴薩工作室的原因所在。我們是世界上第一個創(chuàng)立了自己的影音制作公司的俱樂部。該獨特領(lǐng)域?qū)⒓兄铝τ趧?chuàng)作、制作和銷售我們的視聽內(nèi)容。
- And the FRM (Fan Relationship Management) data programme, in order to get to know our fans better and offer them what is most relevant at all times.
二是FRM(粉絲關(guān)系管理)數(shù)據(jù)程序，用于更好地了解我們的粉絲，并隨時為其帶來最具吸引力的信息。
These two core areas will help to coordinate a whole ecosystem of new Bar a digital products and services, from the club’s streaming service - Bar a TV+ - to a global membership scheme – CULERS –, as well our own e-commerce and innovative solutions for ticket sales.
這兩個核心區(qū)域?qū)⒂兄趨f(xié)調(diào)整個巴薩新數(shù)字產(chǎn)品和服務(wù)的生態(tài)系統(tǒng)，從俱樂部的流媒體服務(wù)巴薩TV+，到全球會員計劃CULERS，以及我們自己的電子商務(wù)和門票銷售創(chuàng)新解決方案。
One of the key elements of our fan-centric model is having the ability to constantly at-tract new audiences to Bar a，especially youngsters. As the content consumption pat-terns evolve, we also need to evolve and develop new formats and initiatives to con-nect and engage with those audiences，especially in key markets in Asia and Amer-ica。That's why we believe eSports can play a very important role in helping us con-nect with these young audiences and inject them what Bar a is and what we repre-sent, our values or unique style of playing and at the end of the day of understanding life or youth academies and training methodologies or innovation or focus on having a positive impact on society，etcetera。
我們所采用的以球迷為中心的模式關(guān)鍵因素之一就是要具備不斷吸引新觀眾，尤其是年輕人的能力。隨著內(nèi)容消費模式的發(fā)展，我們也需要開拓并發(fā)展新的模式和方案來吸引受眾并與之溝通，尤其是在亞洲和美國的關(guān)鍵市場。正因為如此，我們認為電子競技能夠發(fā)揮重要作用，協(xié)助我們與受眾建立聯(lián)系，向其傳遞何為巴薩、巴薩代表什么、巴薩的價值觀、獨特的比賽風(fēng)格，以及最終的人生態(tài)度、對青年訓(xùn)練營考慮、訓(xùn)練方法、創(chuàng)新理念、我們致力于產(chǎn)生積極社會影響的不懈努力，等等。
We believe there is something really powerful in being an institution with 120 years of history and jumping into such a new discipline。There is a lot of value we can add from a lot of different perspectives，but we need to stay true to that history and val-ues also on the eSports world。
我們堅信，作為一家有著120年悠久歷史的機構(gòu)，進入如此新興領(lǐng)域，定能發(fā)揮強大影響力。我們可以從多種不同角度增添大量價值，但進入電競技世界的我們?nèi)孕柚矣谖覀兊臍v史和價值觀。
That's why we're really careful with which games we get involved with。We will not participate in explicit violent games, for instance. But we definitely want to go beyond football and sports。
這就是我們在涉足的游戲比賽方面非常謹慎的原因所在。舉例來說，我們不會參與明顯暴力的游戲項目。但超越傳統(tǒng)足球和體育項目的目標是確定的。
Our esports project started one year ago with the same ambition we have on the foot-ball pitch。 We are still in the early stages。But in the next few years，we want to be-come a relevant actor in the esports arena globally。
我們懷著與在足球場上相同的雄心壯志，于一年前啟動了電競項目。雖然仍處于起步階段，但我們希望在未來幾年成為全球電競領(lǐng)域的重要參與者。
Moving to this next phase，we believe partnering with the best in the industry will build a lot of positive synergies。 That's why we want to keep on building a strong re-lation with Tencent eSports，a true referent for us in the gaming world.
隨著發(fā)展進入下一階段，我們相信與業(yè)內(nèi)頂尖公司的合作將能夠產(chǎn)生大量正向協(xié)同效應(yīng)。這也是我們希望繼續(xù)與騰訊電競建立強大合作關(guān)系的原因，騰訊電競是我們在游戲界真正的標桿。
It comes to our attention that the young generation is passionately embracing eS-ports through its spirit to connect the world as a crucial part of cultural communica-tion.
我們也注意到，年輕一代正滿懷熱情地積極擁抱電子競技，電競精神已作為全球文化溝通重要組成部分，促進了全球交流。
The club was also excited to announce the official Rocket and League eSports team which has completed several important competitions. These are a few examples of our strong ties with Tencent with whom we are working to have a strategic partnership.
俱樂部亦激動宣布正式成立火箭聯(lián)盟電競團隊，該賽隊目前已完成數(shù)個重要比賽。這些都是我們與騰訊達成緊密合作的幾個例子，我們也正致力于與騰訊建立戰(zhàn)略合作伙伴關(guān)系。
Let me sign off while once thanking you all for the opportunity to take part in such an important event through this video.
在我的發(fā)言結(jié)束之際，我想再次感謝你們給予我們通過視頻方式參與如此重要盛會的機會。
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