The English club’s new owners are leveraging fan engagement to create a sustainable football business
The football club Hampton & Richmond Borough, located in South West London, is experiencing a familiar and engaging atmosphere; bought by a consortium of entrepreneurs in December 2022, the club has announced significant investments in the coming years. Despite financial challenges, the club are seeing an increase in attendances thanks to their position in the sixth tier of English football and the interest generated by the success of the television series “Ted Lasso”.
The Hampton & Richmond Borough club faces the typical challenges of football at the lower level, such as foregone revenue from broadcast rights, low ticket prices and limited commercial opportunities. However, it is adopting several strategies to generate revenue outside matchdays, such as using an artificial pitch to offer for rent and attracting local sponsors. Management strongly believes in the opportunity to make long-term profits from the uniqueness of football off the pitch and fan engagement.
The initiative to leverage fan engagement in non-league football by the new owners of the Hampton & Richmond Borough club has several business implications. First, adopting strategies to engage fans and create an authentic experience can lead to increased attendance and revenue. Furthermore, the attractiveness of football outside the pitch offers unique market opportunities.
The importance of sports branding for small clubs and fan engagement opportunities are critical to success in the sports business sector. Engaging fans and creating a strong team identity can lead to increased attendance at events and new sources of income outside the matches themselves.
Through marketing strategies and a focus on the fan experience, football clubs can offer a more authentic and exciting alternative to the Premier League, attracting audiences eager for local connection and active participation. Additionally, by leveraging the influence of popular figures like Ted Lasso or building an engaging online presence, clubs can increase visibility and relevance, attracting a wider audience.
Investing in your club’s brand and creating meaningful fan engagement is key to building a loyal fan base and sustaining long-term economic growth. The enthusiasm of the fans, the strength of the community and a well-defined branding strategy can make all the difference in achieving success.
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