How clubs are responding to the ‘Omnichannel’ Fan

The topic of the ‘omnichannel’ fan – hungry for 24/7 content, on TV, on the web and increasingly, via mobile – continues to capture our attention. We took the opportunity, earlier this week, to have an animated debate with a range of football clubs about the subject.

In the inspiring setting of The Gherkin, we discussed the importance of the online relationship that clubs have with their fans; what makes a great online experience and how this helps to build loyalty, enhance a club’s brand and drive commercial opportunities. Everyone agreed with the view recounted from last month’s Leaders in Sport event – ignore digital channels at your peril and make sure you’re monetising them. But there was also a recognition that clubs were at different stages on the road towards enhancing the online journey for their fans.

We were fortunate to have Scott McLeod from Everton Football Club share his experiences and insights into the significant strides they’ve taken in making it simple for supporters to engage and purchase with the club online. This, he reported, is helping to change purchasing habits of existing fans whilst also enabling them to engage with new ones.  Online engagement is at the heart of Everton’s ongoing digital strategy, which has been spearheaded by the success of the official club app. This is exciting because the app provides fans with the opportunity to purchase tickets more quickly and easily than ever before, with our TALENT Sport commerce platform integrated within the native app. All this work by Everton has resulted in the club winning an award at the Football Business Awards (read more here) as well as being voted number one by the fans in the Premier League’s annual fan survey for ease of purchasing tickets online (read more here).

Kurt Pittman from Brentford Football Club also shared his experiences about encouraging fans to move online and the importance of using data to provide a personalised experience for supporters. In fact, the focus on delivering a customised, tailored journey was a major theme throughout the event. Everyone agreed that using data about the fan in the right way helps to deepen the intimacy of the relationship. Clubs can use previous purchasing behaviours and profile information to better understand fans’ preferences – this insight can then be used to create a better, more relevant experience but also to unlock the value of the individual supporter from a commercial perspective.

Prior to holding the event, we had debated the role that the retail industry plays in informing the sports organisations how to deliver a great online experience. Tina Spooner from IMRG – the online e-retail industry body – attended the event to provide this insight, looking at trends around shoppers in the retail space. She shared how game-changers for online shoppers have been mobile, personalisation and maximising international opportunities. It was interesting to hear how consumers have shifted from shopping online to find better value, to a situation where convenience has become the key motivation. It’s clear that retailers are working hard to keep up with customer demands as they embrace mobile and how they endeavour to make it as easy for shoppers as possible to have choice and convenience. Tina shared that recent research carried out by them shows how retailers are struggling to find the right balance between engaging with consumers in a personalised way but without over-stepping the line and making it feel too ‘spooky’.

This latter point sparked off great debate; the clubs around the table all agreed that, for sports fans, it just can’t get too personal. In fact, the feeling was that this becomes a badge of honour based on their support of the club; it demonstrates that the club knows exactly how deep their loyalty lies. The role of fan data and being able to use this data in the right way to profile fans and, subsequently, engage more effectively with them, was clear. Clubs shared several examples of this, such as targeted communications with tailored videos full of relevant sporting memories to the individual supporter which helped to increase season ticket sales. Tina acknowledged that most retail brands would die to have the level of engagement and loyalty that football fans offers.

There was also a reality check where clubs intimated that, on the whole, they simply do not have the same budget as retailers and, therefore, can’t always deliver exactly the same experience online. Choice and convenience are still at the forefront of their minds when delivering a great experience, and making sure that the basic benefits are in place is fundamental. For example, fans do expect to be able to purchase a ticket easily, quickly and seamlessly, from any device – and within as few clicks as possible.

Given the retail shopper and the football fan is – in many cases – the same person, there were conversations as to why the consumer is happy to purchase online yet the football fan is often steeped in tribal traditions. There was an acknowledgement that in some cases, driving fans online required a forced change in behaviour to encourage fans to purchase online.  However, there was agreement that you still need to make the experience as rewarding as possible; prioritising relevant content for particular audiences, so the customer journey is personalised and the ‘virtual store’ is polished and clean, as well as some of the basics outlined above.

For us, we’re more certain than ever that exploiting the value of fan data in the right way helps to enhance loyalty by delivering a satisfying customer experience. Enriched data means more personalisation and opportunity for increased yield, as well as delivering enhanced commercial value to sponsors. But it was also evident that the core technology commerce platform still needs to deliver the goods when a fan is purchasing online – a few of the words used to describe this was quick, simple, and efficient – fans don’t want big bottlenecks which disappoint and means clubs have to work very hard to draw fans back online.

In the coming weeks, we’ll be looking closer at how sports clubs are finding innovative ways to create compelling online experiences and, more importantly, using online data to develop the services of the future.

We’d like to hear from you; what are your biggest challenges when engaging fans online?

Mark Dewell

Managing Director - Advanced Ticketing


For all news and stories see our Advanced Ticketing news site or follow us on Twitter: @Adv_TALENTSport and @MarkDewellADV


With German giants Bayern Munich and Borussia Dortmund receiving plaudits on the field for their achievement in reaching this month’s UEFA Champions League Final, Green 4 Solutions’ Marketing Manager, Tom Bettles, writes about their off-field success, and offers a thoughtful view on how English football can put the supporter at the forefront of the game…

It’s been fascinating to see the fundamental differences between English sport and that of other countries brought firmly to our attention this week. Of course, the root of these discussions were sparked by two German clubs rising to the top of Europe with real style.

A packed stadium at Borussia Dortmund.

A packed stadium at Borussia Dortmund.

A one off? Or are there underlying reasons for such success? Uli Hoeness, Bayern Munich’s president, talking about ticket prices in Germany put it in a nut shell when he said: “We could charge more than £104. Let’s say we charged £300. We’d get £2m more in income, but what’s £2m to us? In a transfer discussion you argue about that sum for five minutes. But the difference between £104 and £300 is huge for a fan. We do not think the fans are like cows, who you milk. Football has got to be for everybody. That’s the biggest difference between us and England.”

In essence, he’s talking about a long term relationship where the fans are the focus, not a quick buck in the short term. And can you really argue with that? We’re seeing huge success with clubs taking this sort of approach, in particular in North America, but there are some great examples of UK clubs doing this too. It’s no coincidence that they have packed out stadiums full of highly engaged fans. The success is based around a fan-centred approach, which is now being taken to the next level by rewarding fans for their loyalty and encouraging them to increase their additional spend as a result. It’s a win-win situation and has already shown positive results in its infancy.

Philadelphia Union, a Major League Soccer club, have increased match day spend by $3 per head, per game, from the first season of offering points for supporter interactions. Seattle Sounders began life in the MLS only 5 years ago and they now have over 32000 passionate season ticket holders – that’s more than many Premier League Clubs.

Clubs in the US, Canada and now in the UK rely on technology to support such a loyalty programme, but don’t get me wrong, technology is not the driver, it’s there to activate the fan-focused strategies that these clubs have put in place. It is a long term vision, a club-wide ethos. Loyalty points give the fans a reward and incentivise them to engage more, and spend more. The club then benefits commercially in the short term, but more importantly, in the long term.

Is it all about the money?

Is it all about the money?

So is ticket pricing the real issue? Or is it the way we interact and give our fans a sense of involvement that is the skill we have not quite perfected? It certainly would be interesting to see a UK club slash the prices in a bid to do things more like ‘the Germans’, however, something even more beneficial is to offer rewards to fans for their commitment and speak to them about how they can earn even bigger and better rewards.

Ticket prices have a part to play, sure, but all signs for the road to success are pointing towards implementation of a strategy that focuses on the fans. Not just through what they say, but by looking at the data and building a picture based on how they behave.

For more information on Green 4 Solutions, please visit

Tom Bettles, Marketing Manager - Green 4 Solutions