I’ve seen firsthand the dedication that goes into running a successful football club. I’m sharing reflections from my time at a few SPFL clubs, highlighting where effective media and marketing truly make a difference.
Recognising Our Greatest Assets
Our people are the backbone of any successful organisation. While players and coaching staff grab headlines, the unsung heroes, backroom staff and volunteers, are vital. Their unwavering dedication ensures everything runs smoothly, from daily operations to matchday experiences. Acknowledging their hard work, perhaps with a small token of appreciation or dedicated event, fosters a strong, united culture. These individuals are often legends in their own right, embodying the club’s spirit
Engaging with the Fanbase
Connecting with supporters is vital. Whether through podcasts, Q&A sessions, or casual interactions, engaging the fanbase builds a powerful sense of community. There’s undeniable energy when supporters and leadership come together, fostering a feeling that the fans truly are the club. Consistently seeking opportunities for direct engagement strengthens these bonds
Crafting the Matchday Experience
Creating an immersive matchday experience is a significant undertaking, but it pays immense dividends in fan loyalty and engagement. For the club, the goal should be to make the supporter’s journey as simple and enjoyable as possible, from considering attending to long after the final whistle
This involves streamlining every touchpoint. Clear, easily accessible online guides should be a staple, providing essential information on travel, parking, stadium entry, and facilities. Seamless online ticketing platforms are crucial, allowing fans to purchase tickets with ease, whether for in-person attendance or PPV access for remote viewers. Making every step intuitive and stress-free directly enhances supporter satisfaction, transforming a standard game into a truly memorable event
Collaborating with Supporter Groups
Regular dialogue with supporter groups is essential for managing expectations and ensuring fair treatment, especially regarding sensitive issues like ticket pricing. Building strong relationships and acknowledging their growth and loyalty helps maintain a harmonious and well-supported environment
On Pitch Success and Player Relations
On pitch performance significantly influences morale and marketing efforts. Celebrating victories and securing strong relationships with senior players, including agreeing on incentives, are key. A positive rapport with players who represent the club well, both on and off the field, is invaluable It’s often an exhausting, exciting, and stretching journey, but the fulfilment of contributing to such a passionate environment makes all the hard work worthwhile.
