Football (soccer for those across the pond) is emotional. A club wins and the supporters celebrate as if they personally scored the winning goal. A club loses and the supporters wallow in the deepest misery - analyzing defensive mishaps and offensive shortcomings. But win or lose, those supporters remain loyal.
The relationship between a football club and its supporters is a unique one that leading companies from every other industry only wish they could emulate. Football as a consumable is a special mix between product, service and experience. A supporter can buy a club's shirt, subscribe to original content on the club's website and experience a live match at the stadium. Each of these interactions forge a relationship between club and supporter.
Similarly, the supporter himself is a special mix between customer and investor. Supporters spend money on gear, tickets and membership schemes. But they also invest their time and emotions; endless hours spent staying updated on the latest transfers and injuries and bottomless emotions stubbornly defending the club against rival naysayers.
These behavioral mixes constitute the inimitable bond between club and supporter. Yet these behaviors stem from individual attitudes which are not only unique to football, but unique to each individual supporter. One person may support a club because his father, grandfather and great-grandfather supported the club while another may support that same club as a result of the inbound transfer of a favorite player. Attitudes and motivations drive needs that supporters yearn to satisfy.
The following couple of posts will explore in further detail the unique relationship between a football club and its supporters, outlining the similarities and differences between a football club and a commercial brand and the challenges posed to marketers by this distinct relationship.
No comments:
Post a Comment