ENGAGEMENT
G WAYS
MPE L L I N
IES IN CO
AT STOR
TELL GRE
CLUB VOICE
For most fans, following football is an inherently emotional experience as they follow the fortunes and ‘narratives’ of their club. Few fans, however, feel they have a good understanding of the narratives and rivalries within the women’s game. Without this context, matches have less meaning, and therefore the emotional pull is less strong. Communicating the narratives around teams and players within the women’s game is key to turning passive followers into frequently engaged fans.
JULIET SLOT, CHIEF COMMERCIAL OFFICER (ARSENAL FC)
“Since the formation of our women’s team in 1987 we have been pioneers in the game. Accelerating the growth of women’s football continues to be a key pillar of our club strategy. Central to this is our data-led approach which is essential in creating more personal relationships with our supporters. We’ve been able to generate significant insights on the makeup of our match-going audience through incentivised surveys. For example, last season, 61% of ticket purchasers for our women’s games had never purchased a ticket at Emirates Stadium before, and 51% of last season’s purchasers were under 35.
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the growth o f women’s
“Accelerating football conti of our club st
ey pillar
nues to be a k
rategy”
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