ESSMA Fan Experience Workshop at Paris La Défense Arena: the Highlights
This year’s Fan Experience Workshop was organised at Paris La Défense Arena. Over 55 members from 12 countries learned insights and shared knowledge related to fan activation, loyalty, data gathering & CRM and digitalisation.
Fan activation was the first topic covered during the workshop. Ola Gällstad explained the relationship between Malmö FF and its different supporter segments including ultras, children, families, business customers and away fans. The second case focused on the Premier League VisitFootball stadium assessment programme and how its improving the overall fan experience. The scheme focuses on 4 assessment types with over 70 criteria in total. In addition, Jonathan Waite from Tottenham Hotspur FC explained how the club is using VisitFootball to enhance the fan experience on matchdays.
Furthermore, the workshop focused on fan experience at Paris La Défense Arena. Alexandre Maumontshared insights related to engaging with fans on matchday and how the club has to sell an experience that goes beyond rugby. Another interesting case focused on the relocation of Racing 92 from Stade Olympique Yves-du-Manoir to Paris La Défense Arena and how fans perceived the stadium change. Lastly, Yoann Sinel showcased the dynamic pitch lighting and how it enhances the overall experience.
Jeja Svensson kicked off Day 2 with a CRM fanbase management case at the Swedish Football League. Most Swedish clubs using a fan app designed by the Swedish Football League which can be customised for each club individually. This is one of the digital touchpoints which is being used to gather data from the fans. Next, Bas Schnater focused on the transition towards a data-driven AZ Alkmaar with best practices on how they are increasing the amount of seasonal ticket holders with personalised actions and by identifying critical segments.
The last topic focused on loyalty with two American cases. Tery Howard, former Miami Dolpins talked about fan evolution and how the Hard Rock Stadium is constantly adapting its offering to enhance the fan experience with e.g. stadium renovations, implementing new technology services and creating a global destination on non-matchdays. The second case focused on the San Francisco 49ers were game day equals game data. Fans earn points in a dedicated currency and economy by e.g. arriving early at the stadiums, scanning their ticket, purchasing F&B, geofencing, their online activity, etc.
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