Scottish Football Shooting Off-Target With Fan Engagement

Andrew Fitzsimmons
Dec 3, 2018
10 min read

Updated: Dec 11, 2018

‘Fan engagement’ and ‘match-day experience’ have become two of the most trending terms within commercial football over the last decade. It’s fair to say that in the past many clubs had stood by the ‘build it and they will come‘ motto. However, supporters who are willing to enthusiastically pay over the odds for 90 minutes of ‘entertainment’ on a Saturday afternoon are becoming increasingly hard to locate. Admittedly, clubs are beginning to recognise this and are progressively adapting their approaches towards fan experience and community engagement. Nonetheless, in comparison to sporting experiences across other nations, Scottish football is unarguably lagging behind. From Parkhead’s disco lights to half-hearted kids-zones, clubs still have a lot to learn about the value of the match-day experience and interaction with their fan-base.

Ticket pricing is a fundamental issue looked upon unfavourably by many Scottish football supporters, who are finding it harder to justify ‘value for money’. For instance, I attended the home of the NFL’s ‘Oakland Raiders’ for their week 1 game against the ‘LA Rams’ earlier this year. The pre-game experience for fans starts hours before kick-off, with tailgating outside the stadium beginning in the early afternoon. Shortly before kick-off the sold out crowd smoothly enters the ‘Coliseum’ using E-tickets on their phones, before hitting the bar on the way to their seat. Essentially, providing a full day affair which ends with the event the fan has actually paid for.

In contrast, the 180 Hamilton fans who travelled to top flight fixture against Kilmarnock in October presumably had a very different match-day experience. The handful of fans who made the 21-mile trip could likely have fit into one screening of ‘Halloween’ at Hamilton’s ‘Vue Cinema’. For more than double the price (excluding travel), it is somewhat impressive that so many made the preference to watch the horrifically murderous 90-minute viewing of ‘Dougie Imrie’ instead.

While clubs cannot directly impact the product we see on the park, it is their responsibility to provide an all-round experience which safeguard’s the future of the Scottish game. The task of adding greater value to the match-day experience has led to many commercial directors working more overtime than the Hearts physio lately. Therefore, it is time some of the many success stories were highlighted, providing inspiration to those influential to our game. So, here’s a run through a few original initiatives I’ve spotted recently.

#1 Beer consumption and Las Vegas Lights

📷The issue of alcohol in Scottish football is a topic which seems to arise almost as regularly as a Scotland call-up’s injury. In my opinion, those tasked with the job of promoting Scotland’s favourite game have had their hands tied by the authorities for years. I fail to fully understand the drawbacks of improved atmosphere and increased club income. Probably in the same way higher forces fail to understand the power of Buckfast if they truly believe the ban is preventing drunk fans attending stadiums.

Pre-match pints are an essential part of many fans’ game-day experience, but it could be argued that they are being discouraged from leaving the pub at all. Clubs are increasingly competing with other means of entertainment. For instance, why move from the warmth of the pub who are screening matches from top leagues across the world, in preference for a cold alcohol-free environment. Plus, is it really sensible to encourage people to sit in the pub all day instead? Notably, income from alcohol sales is not the argument for its reinstatement, but rather the doors it would open.

The ‘Las Vegas Lights‘ are unsurprisingly one of various US based examples on this list. I’m not saying ditch the pies for hot dogs just yet, but there are many notes which Scottish clubs could take from the US. For example, the ‘Vegas Lights’ recently rewarded fans for support throughout their inaugural season by offering an ‘all you can drink’ beer pass for their last home game. Admittedly, differing drinking cultures between the US and UK makes this a far more accessible approach for the ‘Lights’. It’s likely that if this initiative was taken on by a Scottish club the 90-minute free bar would prove too much for many fans. Most of who would never see a second of play. An interesting take on rewarding fan loyalty nonetheless.

#2 Fan-Zones, Sponsors and Brondby IF

Fan-zones are starting to make ‘disguised’ appearances within Scottish football, with several clubs trialling the idea. The US undeniably seem to be the catalyst for this form of entertainment. With the rise of ‘tailgating’ fans are essentially providing their own pre-match experience. Perhaps the most interesting influence comes from club sponsors, as shown above. Many are using these zones as platforms to activate sponsorship deals and engage with fans. Sponsorship engagement through clubs is something which could provide valuable commercial growth for clubs in the future, in addition to added entertainment for fans. Although, the likes of Dundee’s solicitor group sponsors would have to be pretty creative to gain the interest of the Dundee faithful. Good news for the pasta lovers of Livingston though.

Kilmarnock are one of a few clubs who are providing their own take on a fan-zone, primarily aimed at the younger generation. This fairly embraces the family-friendly image which Scottish football is trying to portrait at the moment. However, these alcohol free/family-friendly zones simply appear about as lively as Kris Boyd after 60 minutes.

Yet, you only have to look as far as Denmark to realise that fan-zones in Europe can work. Brondby IF are also proving that it is not just rich super-clubs who can afford to sustain them successfully. Brondby’s facility has the capacity for 1800 fans, providing them with large screens to watch live games, and even heaters for the winter. At a cost of 1.5 million euros it is certainly a hefty investment. When it comes to this sum of money it could literally mean the difference between a fan-zone or signing a star striker from the English Premier backup goalkeeper from the English Championship. In the past this decision would probably have been a no-brainer for club owners, however, I would hope this is no longer the case.

#3 Atalanta Planning For The Future

In an environment where the support of loyal fans is continually exploited, it is refreshing to see Atalanta still valuing the link with their local community. The ‘Serie A’ side are a prime example of how clubs can still be run for the good, rather than commercial gain. Atalanta recently announced an initiative which will see every newborn child in the Bergamo area sent a club care package. This includes an infant-size replica shirt and a bottle of baby milk which is manufactured in the local area. As a small community who sit on the suburb of Milan the club naturally faces fierce competition for fans in nearby regions. This may prove to be a genius method of tempting young fans away from Milan’s powerhouse clubs. After all, most people remember their first football strip.

#4 Tampa Bay Lightning ‘Smart Jerseys’

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Tampa Bay Lightening introduced their ‘smart-jerseys’ way back in 2011, in a move which perfectly benefited all parties. Tampa season ticket holders were presented replica jerseys equipped with a RFID chip embedded on the sleeve. By wearing the jersey to games fans automatically accessed a range of discounts and promotions at their stadium’s retail outlets. The technology helped to drive season ticket sales whilst the stadium became immersed in club colours during matchdays. I find it surprising that such a simple but effective concept has not been adopted across the board. Certainly, most Scottish clubs do not have the financial power to gift free shirts with every season ticket. Although, I’m positive fans would be more encouraged to buy a team kit if it allowed them to access a range of promotions. It may even encourage some Rangers fans to buy official merchandise, to the despair of Mehmet’s Boutique in Turkey.

#5 Fan App’s Making Appearances

Many clubs appear to be tapping into fan app market, perhaps none as thoughtfully as ‘Borussia Dortmund’. Dortmund are a club renowned for their robust relationship with fans. The design of their new fan app will surely only strengthen this bond. Unlike most clubs who provide the standard fixture list and latest news, Dortmund have incorporated aspects aimed at improving the match-day experience. The app caters for all fans regardless of their location on game day. In illustration, the innovative ‘match-day mode’ provides differing levels of content to keep fans up-to-date, depending on their specific viewpoint of the game:

“I am in the stadium”

“I am following the game on TV/Radio”

“I am on the road and only need the most important info”

Closer to home ‘Swansea City’ are also displaying themselves as ‘digitally sophisticated’. This club app intuitively provides fans with engaging content and convenient features at their fingertips. The standout feature is probably the E-ticketing system which provides a far superior purchasing process than anything I’ve witnessed in Scottish football. Forget standing in line for all-ticket games that are likely to have thousands of empty seats anyway. Club apps also make it easier for clubs to introduce loyalty schemes and keep track of buying habits. This possibly allowing them to target more precise customer groups. E.g. those lapsed fans who only attend a couple of games a season. With these emerging digital platforms, the opportunities for fan engagement are endless.

#6 Esports – A Pressing Matter

An amazing stat came out of the ‘MLS’ this year when it was publicised that ‘65% of fans were drawn to the league through gaming’. This basically meaning two thirds of the crowds at MLS fixtures this weekend have been attracted as a direct result of playing FIFA. It is this type of stat which is encouraging many clubs to dive into Esports quicker than Ryan Christie in a penalty box. Consequently, it is becoming more common for clubs to establish their own official Esports teams, in attempt to attract that vital younger audience. With many of the younger generation’s idols now coming in the form of ‘gamers‘ and ‘YouTubers‘ instead of professional footballers, it is an area all clubs should be paying close attention to. In addition to Brondby’s state of the art fan-zone, Esports have been used as a strategy to engage with the younger generation. It could be a case of many young fans going to the stadium purely for the Esports experience but staying for the match. This leading to the natural progression towards the fan-zone’s bar when old enough obviously.

#7 Zlatan Dares You

The ‘LA Galaxy’ recently launched a season ticket campaign which can only be described as ‘simple but effective’. When you have a globally renowned superstar at your disposal it is only right that you take advantage both on and off the pitch. Galaxy sent the brief – but very persuasive (or threatening) – email above to their fan-base, directly from Zlatan Ibrahimovic himself. I’m sure we’ve all seen clubs forcing their players onto landlines like they are being held at gunpoint, in order to plug season ticket sales. I’m sure there was even cases of managers hand delivering the tickets themselves. However, a forced phone-call from the likes of Conor Sammon would hardly attract the same response, even with the persuasive nature of an Irish accent. I suppose the message to marketing departments is make the most of what you’ve got. Galaxy have shown the opportunity available to clubs with big names and even bigger personalities. This is something the Scottish FA seem to have captured, utilising the relatable characters of Robert Snodgrass and Andy Robertson to generate entertaining content.

#8 Signature Signing Announcements

Signing announcements have proven to be an excellent way of capturing the attention of supporters. It seems to build an aroma of excitement and suspense around incoming players, which fans largely seem drawn to anyway. Saying that, it’s only a matter of time before creativity takes over and someone takes it too far. Imagine sitting through a 10-minute all-action movie trailer-esque video to find out you’ve signed that backup goalkeeper from the Championship. Or announcing the signing of Eammon (the wolf) Brophy by releasing a pack of wolfs into the family section etc. Still you’ve got to admire the work above from some very creative (or bored) media departments.

#9 Post-Match Interviews Are ‘on-pitch'

Going back to the pub analogy, another benefit of watching games on TV is post-match reaction. Whilst many match-day experiences end with the abrupt ‘booing the ref down the tunnel’, TV coverage allows fans to gradually disengage with their emotions through analysis and interviews. The example above shows Greg Laidlaw’s post-match reaction unifying the stadium, ultimately bringing fans closer to the team even after a defeat. I feel football fans would love to see a bit more emotion from their players in a sport where the two are becomingly increasing distanced. You almost want to see your team gutted after a defeat. Instead all you seem to get is the generic “on to the next one” Instagram post after emotions have cooled off. It could even discourage early leavers as you would want to hear a reason for your team not turning up, especially when you’ve paid £25 to do so. Admittedly, this would probably open the door to mass bans, with players feeding off the crowd’s reaction. Some clubs may find it hard to field 11 players the week after losing due to contentious penalty decision. However, with the SFA dishing out bans like they are Christmas cards I’m sure they would be thrilled with this idea

A Bit Different…

#10 Madrid Fans ‘Streaming’ to the Toilets

I’m sure there are countless stories of fans missing great footballing moments as they gave in to the weakness of their bladder. You might even have that mate who’s so notorious for it he gets sent to the toilet every time you’re in dire need of a goal. If you are in fact ‘that guy’, then Real Madrid may be the team for you. ‘Real’ have sparked the £500 million renovation of the Bernabeu by installing TV screens above urinals so that fans don’t miss a second of action. If Scottish football ever overcomes the alcohol ban, then surely this is an essential for every stadium. Although, for everyone’s sake let’s hope celebrations are kept to a minimum. It’s also nice to see that Real are spending the Ronaldo transfer fee wisely. After all, what’s the point in having star player if you’re too busy in the toilet to watch them.

#11 Benfica Playing Emirates Onside

I thought I would finish with something a bit different I came across which again illustrates sponsors collaborating effectively with clubs. Emirates teamed up with Benfica to create an experience out of the ordinary, that was quite visibly appreciated by fans. The video perfectly captures the reaction of those in the stadium and has also proved very popular online. Fans across the web also seemed to engage with the marketing stint as the video currently sits with over 3 million views online. Cue Benfica’s preseason tour of the U.A.E in 2019, “brought to you by Emirates”.