ENGAGEMENT
F ollowing football is, for most, an emotional activity: half of fans (49%) claim to follow football because of an emotional investment, a sense of community or another emotionally driven reason. However, as we saw above, around three quarters of followers know little or nothing about the rivalries that exist between women’s clubs or about the exciting storylines in women’s football – a football match without the context of what teams or players are striving for, or to overcome, has less emotional pull. Clubs have a huge opportunity to provide these narratives, giving fans a reason to follow or attend matches and join the team on its journey. Supporting your team is one of the main drivers to attendance: fans don’t go to the match just to watch the football; they go to support their team. The strength of existing relationships with the men’s game presents a ready- made audience for the women’s game. If clubs position the women’s team as part of the overarching club brand, TELL THE CLUB’S STORY
this will set up an expectation that the team should be supported, which will help you tap into this audience. Some practical ways to do this include ensuring that both men’s and women’s players are involved in club campaigns, such as kit launches, and having high-profile members of the men’s team talking up or attending women’s matches.
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