I hope you enjoyed the first newsletter last week.
This week, we’ll explore more ways that your club can connect with your community and how you can build a brand that resonates beyond the pitch.
The Power of Storytelling
Every club has a library of countless stories. From the kitman who’s been with the club for 40 years to the promising young striker making their debut. These are the narratives that you should be using as your most authentic marketing tool. Instead of just posting matchday information, you should focus on humanising the club. Share behind the scenes content that will highlight and put a focus onto the passion shown by everyone at the club.
Player Profiles | Go deeper than match stats. Share your player’s journeys, their motivations and what playing for the club means to them. This will help your fans connect with the players on a personal level
Legacy Stories | Look to feature past legends or significant moments in your club’s history. This will help honour your club’s heritage and will remind fans of the deep roots that they’re all a part of
Community Impact | Highlight the club’s work in your local community. Whether it’s a youth team training session or a charity partnership, these stories will help show that your club is more than just a team, it’s a positive force in your community
Leveraging Digital and Social Media
Your club’s social media presence is your public face. This is where you engage with your fans, share news and build your brand. Though a strong digital strategy isn’t about being on every social platform, it’s about being on the one’s that more most effective for you.
Content Calendar | You should always be planning your content. A mic of matchday posts, player and coach interviews and promotional content will keep your social feeds fresh and engaging
Fan Generated Content | You can encourage your fans to share their experiences using a specific and relevant hashtag. Not only will this provide you with organic content, but will also make fans feel like they’re an integral part of the club’s story
Interactive Polls and Q&As | Use social media features like Instagram Stories or even Twitter poll to ask fans their opinions. This simple act of inclusion, no matter how small, will help foster a sense of ownership and community
Creating Meaningful Partnerships
Sponsorships should be more than just a logo on a bit of kit. If your club partners with a business that shares your values, the relationship can be mutually beneficial and enhance the club’s image.
Local Businesses | Joining forces with local businesses can not only provide some financial support, but can also strengthen the club’s ties to the community. This will show that you’re invested in the local economy and will support those who support you
Shared Value | You should look for partners who are passionate about the same things as your club. Be it youth development, community outreach or sustainability. A partnership that’s based on shared values will feel far more authentic and will be more likely to resonate with your fanbase
The goal is to build a brand that is relatable, engaging, and authentic. By telling your stories, leveraging digital platforms effectively, and forming meaningful partnerships, you can create a club that supporters are not only proud to follow but also feel a genuine part of.
