Mark Bradley: How to create a ‘Fan Experience' strategy

Mark Bradley: How to create a ‘Fan Experience' strategy

Rich Clarke
podcast
Go on an Epic Adventure! (1).png

The phrases ‘fan engagement’ and ‘fan experience’ were rarely used in sports before the turn of the millennium. Certainly in the UK, a winning team was considered the key, if not the only, driver of supporter satisfaction.

That has changed in recent years and the Fan Experience Company have been at the vanguard of this movement. Director Mark Bradley has wide experience in challenging environments across England and Europe. His vision is not just Family Stands and face-painting, he argues that a coherent fan experience strategy will reap a commercial return, especially for those clubs operating outside the upper echelons of the Champions League.

TOPICS

What do we mean by the ‘Fan Experience’?

Why they are obsessed with families and use them as a catalyst

The concept of “emotional loyalty” and how it benefits clubs - “We can’t treat away fans well, they are the enemy!”

Is football trying a lot harder now?

Why women’s football should not follow the example of men’s game

The problem of getting fans to reconnect

Mark Bradley

Mark Bradley

The basis of a fan engagement strategy

Answering the question: what makes your club distinct?

The principles: club meaning, fan experience, reaching the community

The pillars: why, focus and feedback

Explaining the Net Promoter - a standard tool in customer-facing businesses

A special social media KPI - what percentage of criticism is defended. Feedback as a catalyst for change

The importance of visibility from senior staff on matchday

What are the touchpoints in a fan experience strategy

  • Finding info/ticket purchases

  • Social media

  • The last mile of the journey

  • Retail/Merchandise

  • Food&Beverage

  • Experience inside stadium - stewards/concourses/entrances

Two things a clubs who no money could put right now for free

What is the role of a Supporters Liaison Officer? Having the resilience to deal with the intensity of fans

The ‘first game’ schemes in the English Football League

How to make eSports part of the matchday experience

The potential split between the top six chasing the Champions League and the need for great sustainability outside it

Why Mansfield Town have removed eSports from their matchday experience

A glaring gap – upcoming and coming ‘growth sports’ are dedicated to building a matchday experience, is football? Will it get left behind?

LINKS

Mark Bradley LinkedIN

Fan Experience Company Website | Instagram | Twitter |

Featured
David Tossell: How one-day cricket changed the game
David Tossell: How one-day cricket changed the game

In 2023, one-day cricket enjoyed its 60th birthday.

David Tossell has written a book on the evolution of the format. He describes those early days as “nicely naïve”. But, at the same time, they were the foundation for every major innovation in cricket ever since.

These days, the 50-over game is under an existential threat due to the rise of T20. Can it survive, is it worth saving and what would be its legacy?

Ricardo Fort: Sports Sponsorship 101
Ricardo Fort: Sports Sponsorship 101

Ricardo Fort has led the sponsorship strategy for brands at World Cup and Olympics.

After a long, successful career with the likes of Coca-cola and Visa, he has set up his own consulting firm. In this podcast, Ricardo gives straight answers to key questions in sports sponsorship and outlines how content fits in. This is a sophisticated 101 for anyone interested in working in the commercial department at a major sports organisation.

Alex Phillips - The most influential football administrator you' ve never heard of
Alex Phillips - The most influential football administrator you' ve never heard of

Alex Phillips does not look or sound like a revolutionary but his ideas could shake up football.

He spent 15 years at Uefa, including a couple as Head of Compliance and Governance. He was seconded to the Asian Football Confederation for three years and now leads the World Football Remission Fund, a FIFA body administrating how money "stolen from the game" should be returned for its overall benefit.

In this podcast, we discuss good governance, the ramifications of the failed Super League project, educating owners and fans, setting examples and, of course, content.

Claire Nelson: Scottish netball and creating the ultimate female spectator sport
Claire Nelson: Scottish netball and creating the ultimate female spectator sport

The challenges facing netball are different to other sports. While we have seen growth in women's football, tennis and boxing in recent years, it has always occurred through the lens (or maybe in the shadow) of established male forebears. Netball does not have this baggage. Its product and message can be tailored specifically toward women and girls. Claire Nelson, CEO of Netball Scotland explains

Tom Dunmore: Launching Major League Cricket
Tom Dunmore: Launching Major League Cricket

In the next 10 years, cricket will try to cross its biggest and most important new frontier - the USA. They have been awarded co-hosting rights for the 2024 T20 World Cup and a buzz is building around the chances of inclusion in the Olympics in Los Angeles four years later.

Minor League Cricket started last season and its Major League big brother begins this year. Tom Dunmore is VP of Marketing for both tournaments. In this podcast, we discuss the story so far, the challenges they face and the vision for success.

Brian Jacks: Olympian, Superstar and maybe... UFC coach
Brian Jacks: Olympian, Superstar and maybe... UFC coach

Brian Jacks was a household in the UK in the 1980s. The pinnacle of the judo player’s sporting success came when he won a bronze medal at the Munich Olympics in 1972. But a few years later he would become much more famous as the UK and European champion in Superstars, a popular television programme that saw the best athletes of the day compete in events outside their niche. The show grew throughout the world to become perhaps the first modern example of how sporting heroes could cross into mainstream media, with all its financial benefits, through light entertainment television.

Now living in Thailand, Jacks talks about his motivations, how he leveraged his Superstars fame, his rivalry with Daley Thompson and why he’d love to be a grappling coach in UFC.

Podcast partner: Sports Tech Match - Simplifying Sports Tech Procurement

Grant Russell: Find a unique story, stick to the story, live the story
Grant Russell: Find a unique story, stick to the story, live the story

Motherwell FC have lifted only one trophy in the past 30 years. However, off the pitch, they beat off competition from Manchester United, Everton and Leicester to win the Best Digital/Social Media category at the Football Business Awards this year.

Grant Russell is the club’s Head of Brand, Digital and Communications. In this episode, he talks about the thinking, discipline and creativity that have gone into building a stand-out story for an otherwise overlooked Scottish team.

This is a deep dive into content strategy and, like me, Russell believes in cutting through clutter with a strict, realistic yet progressive vision for storytelling.

Ed Warner: How to run a modern sport
Ed Warner: How to run a modern sport

After a decade as chair of UK Athletics (including the 2017 World Championships in London) and a few years in his current role with GB Wheelchair rugby, Ed Warner is well-placed to comment on the stresses and strains of running a modern sport.

In this podcast, we discuss many of the key issues required to steer a sporting ship towards success: leadership styles, funding models, changing content strategies, marketing, elite sport v participation, bringing in private equity funding and his open application for the role of ECB chair.

George Crabb: How to create the perfect sports app
George Crabb: How to create the perfect sports app

Given its increasingly strategic importance within sports business, it is surprising how many rights-holders produce sub-standard apps.

To try and solve this issue, I spoke to George Crabb, Managing Director at The Other Media. This well-established digital agency have a rich history in working with rights-holders to create mobile applications of the highest quality.

Vijhay Vick: Content strategy for teams who win the league every year
Vijhay Vick: Content strategy for teams who win the league every year

How do you create a story about a team that has won the league seven seasons in a row (and an eighth is expected to follow soon)? Johor Darul Ta'zim (or JDT) were re-formed in 2013 under the guidance of the Crown Prince of Johor. They won their first title a year later and the AFC Cup 12 months after that. But their tone on social media has brought them as much attention as their success. Vijhay Vick, the Head of Content, is leading their strategy. In this podcast, he discusses his approach to JDT's unique position.









Nick Callow: How to run a sports news agency

Nick Callow: How to run a sports news agency
Bas Schnater: Starting a CRM ecosystem at a 'smaller' sports club

Bas Schnater: Starting a CRM ecosystem at a 'smaller' sports club
0