Football clubs naturally think about their brand in terms of badges, shirts, sponsors, graphics and social media.
But a supporter experiences a club long before the referee blows the whistle.
A new CEMDE-AMKT report on sports marketing trends towards 2030 highlights the growing importance of service and information in how sporting organisations are perceived. On its -3 to +3 importance scale, customer service and information reached 1.85, up 0.51 from 2022.
That matters because a club’s brand is also built through the complete supporter journey.
Can I easily find out when and where the match is? Can I buy a ticket without difficulty? Do I know which entrance to use? If the kick-off changes, will I find out quickly? Can I understand the club’s website and social media? And if something goes wrong, how does the club respond?
For international supporters, those questions can matter even more.
A visitor, foreign resident or tourist may already be interested in the club, but poor information can create a barrier before they ever reach the stadium.
Good communication removes that barrier.
It makes supporters feel considered rather than overlooked. It helps turn interest into attendance, attendance into experience, and experience into a stronger relationship with the club.
The report also stresses that the brand is shaped by the whole journey — from purchase to leaving the venue — including facilities, organisation and the handling of unexpected problems.
That is an important reminder for clubs of every size.
Communication is not simply something that promotes the supporter experience.
Communication is part of the supporter experience.
For international supporters in particular, clear communication can be the difference between feeling like an outsider looking in and feeling that the club is speaking directly to you.