FAN ENGAGEMENT
WHY IT ISN’T ABOUT THE FOOTBALL
@FanExperienceCo
“THE NATURAL STATE OF THE
FOOTBALL FAN IS BITTER
DISAPPOINTMENT, NO MATTER
WHAT THE SCORE.”
NICK HORNBY (‘FEVER PITCH’)
Partick Thistle FC unveil ‘terrifying’ new mascot, Kingsley (BBC NEWS)
“IT’S NOT THE FOOTBALL.
IT’S THE IDEA OF FOOTBALL”
ME (IN A MOMENT OF CLARITY)
When referring to any business or
service I rely upon (even the ones I
love) I refer to them as they.
But when I talk about my football
team, I always refer to them as we.
“MOST FANS INTRINSICALLY KNOW
WHAT THEIR CLUBS STAND FOR.”
“MOST CLUBS DON’T.”
ZAPPOS
PRET
FIRST DIRECT
HAPPY.CO.UK
NRAC
RACKSPACE
IN SPORT, WHICH MEASURE COUNTS?
8.8
Definitely will
7.8
9-10
5.8
Fully
15%
42%
7-8
26%
74%
5-6
33%
31%
3-4
14%
0-2
8%
4%
2%
Will you come again?
13%
Not at all
14%
Not at all
7%
4%
14%
Will you recommend?
How valued do you feel?
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FIRST IMPRESSIONS / TICKETING
TRAVEL TO THE MATCH
OUTSIDE THE STADIUM
RETAIL & MERCHANDISE
INSIDE THE STADIUM
REFRESHMENTS & SOCIAL
THE FOOTBALL LEAGUE FAMILY EXCELLENCE AWARDS
(2006 TO DATE)
CATALYST, SUPPORT & IMPACT
CATALYST
• Authentic New
Family Visit
Programme
SUPPORT FROM
LEAGUE
• New Family Visit
Reports
• Awards / Recognition
• Internal benchmarking
• Seminars
• All-Club celebration /
learning events
• Published Guidance
• Collateral / Support
(e.g. Enjoy the Match)
• Facilitation
IMPACT ON CLUB
• One influential person
‘buys in’
• The understanding &
support of leaders /
executives
31% INCREASE IN JUNIOR ATTENDANCE
(5 MILLION MORE KIDS) SINCE 2009
“GET BIG, GET NICHE OR GET OUT”
EVERTON FC’S JUNIOR FAN DAY
‘MEET THE MINI-ROBERTO’
GROW WITHOUT WINNING
• 31% growth in junior attendance (5 million more
kids) in family attendance across a 72 club League
• From 459 Family Season Memberships (2009) to
7,200 (2012)
• 15% year on year increase in away fan attendance (at
club with reputation for violence / trouble)
• Fail to win any of first 10 games of season. Bottom 4
all season (escaped last day) but attendances up
• Increase in refreshments sales of 40% in 6 months
(where fans designed solution)
“EVERYTHING A SPORT OR A CLUB
DOES TO ATTRACT & RETAIN FANS”
MY DEFINITION OF FAN ENGAGEMENT
@FANEXPERIENCECO
WWW.BRADLEYPROJECTS.COM
[email protected]