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Designing a flexible membership proposition to drive engagement for a leading Premiership football club

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Designing a flexible membership proposition to drive engagement for a leading Premiership football club

The
challenge

A leading Premiership football club wanted to understand how they could pursue a fan-led strategy and generate revenue outside of traditional channels, which had been hit hard by the pandemic. This would allow them to better connect with untapped audiences, particularly their international fanbase and younger supporters.

The challenge


A leading Premiership football club wanted to understand how they could pursue a fan-led strategy and generate revenue outside of traditional channels, which had been hit hard by the pandemic. This would allow them to better connect with untapped audiences, particularly their international fanbase and younger supporters.

Our Approach


Working closely with the leadership team, we defined three key questions: Who are our fans of the future and how can we create the world’s most innovative membership proposition in football? What can we do in the short term to improve the fan experience? How do we deliver on these changes, and provide incremental value to both the club and the fan?

Using our experience in the delivery of membership propositions, we designed a simplified, flexible membership proposition to drive engagement and revenue across content, commerce, experience and community for the key customer groups of the future. We then assessed and prioritised the “quick win” opportunities for the upcoming season, and developed a phased roadmap across 18 months to take them from the existing offering, through to their North Star.

Our Approach


Working closely with the leadership team, we defined three key questions: Who are our fans of the future and how can we create the world’s most innovative membership proposition in football? What can we do in the short term to improve the fan experience? How do we deliver on these changes, and provide incremental value to both the club and the fan?

Using our experience in the delivery of membership propositions, we designed a simplified, flexible membership proposition to drive engagement and revenue across content, commerce, experience and community for the key customer groups of the future. We then assessed and prioritised the “quick win” opportunities for the upcoming season, and developed a phased roadmap across 18 months to take them from the existing offering, through to their North Star.

The Outcome


The club have deployed the short term changes and are working on the development of the North Star proposition.

The Outcome


The club have deployed the short term changes and are working on the development of the North Star proposition.

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