Let’s talk about something really important this week, the next generation of supporters. You can’t have a club without fans, and if you’re not thinking about the future, you’re not thinking at all.
Building the Fanbase of the Future
Young people are the lifeblood of any club’s future. Getting them invested today will pay off for years and years to come, turning them from kids who just like the sport into lifelong, loyal fans.
Junior Supporter Clubs: A dedicated club for younger fans with exclusive perks can make all the difference. Think newsletters, birthday cards from their favourite player, or special meet-and-greet events. It gives them a sense of belonging right from the start.
Youth Programs: Partnering with local schools and youth football teams is a win-win. You help develop talent in the community and, at the same time, you introduce the club to whole families who might become future season ticket holders.
Engaging Content: You’ve got to speak their language. Create content just for a younger audience, like quick hit videos on TikTok, fun quizzes on the club app or kid friendly matchday guides that get them excited for the game.
The Role of the Club Website
Sure, social media is where a lot of the action is, but the club’s official website is still its most important digital asset. It’s the central hub for everything and a crucial point of sale.
Simple Ticketing: The online ticketing process should be as smooth as possible. Nothing turns a fan off quicker than a frustrating experience just to buy a ticket. It has to be intuitive and easy.
Informative & Engaging Content: The website needs to be more than just a place to check fixtures and results. Get creative! Feature in-depth articles, exclusive player interviews, and high quality photo galleries. Make it a destination, not just a tool.
Mobile Optimisation: Almost everyone is on their phone these days, right? Make sure the website is fully optimised for mobile. A smooth experience on a phone is non-negotiable.
Creative Marketing Campaigns
Thinking a bit differently can generate a huge amount of buzz and attract new fans.
Kit Launch Campaigns: A new kit launch is a big deal, so treat it like one. Use teaser campaigns on social media, create a cool video that tells the story behind the kit, and involve the fans in the reveal. Make it an event they feel part of.
Charity Partnerships: A partnership with a charity can be a powerful marketing tool. Arsenal’s “No More Red” campaign, where they played in an all white kit to raise awareness about knife crime, is a fantastic example of a campaign that resonated far beyond just football. It showed the club stands for something bigger than the game itself.
