ESSMA Fan Experience Workshop at Marshall Jozef Pilsudski Legia Stadium: the Highlights
This year’s Fan Experience Workshop was organised at Marshall Jozef Pilsudski Legia Stadium, home of Legia Warsaw. Over 46 members from 16 countries learned insights and shared knowledge linked to stadium enhancing experiences, fan zones, loyalty, rewarding and attracting fans to the stadium.
Tomasz Zahorski - Proxy of the Management Board at Legia - kicked off the Fan Experience Workshop by welcoming all participants to their home stadium. In addition, Przemyslaw Cepak explained more about Legia Warsaw’s approach towards merchandising and how Legia as a fashion brand needs a clear and coherent segmentation.
The next topic focused on fan zones and how to attract fans to your stadium. Thomas Skov Petersen shared the process on how Brøndby IF implemented their fan zone which has been built on the core value of the club, namely the community and their fans. In addition, participants shared their opinions and initiatives on how to enhance the stadium experience.
To wrap up Day 1, Bartosz Zaslawski and Lukasz Lipiec guided participants around Marshall Jozef Pilsudski Legia Stadium.
On Day 2, delegates took part in a group discussion where the main topics focused on loyalty programme and how to reward your most loyal fans. Several clubs are in the process of implemented a loyalty programme, while others who have already a loyalty programme in place and looking at ideas on how to enhance and improve it.
Furthermore, Joeri Verbossen focused his presentation on how PSV Eindhoven is using data and technology through marketing intelligence to enhance its fanbase marketing with some practical examples. In addition, Marcin Pelc and Grzegorz Stańczuk explained how Ekstraklasa’s digital approach, its app and the implementation of eSports. To wrap up the 2019 ESSMA Fan Experience Workshop, Bas Schnater shared more insights on how to use data to enhance fan engagement and which initiatives AZ Alkmaar has implemented.
Go to our ESSMA Flickr account for more pictures.