Commercial · 120 practices
Marketing & Fan Engagement
Own the fan relationship end to end: audience growth, lifecycle campaigns and content that converts.
- 01
Unify fan data into one database
Merge ticketing, membership, camps and competition data into a single fan view.
Impact high · effort medium
How to do it
- List every place the club holds fan information: ticketing, membership, camps, competitions, shop and email tools, noting who owns each source.
- Agree one unique identifier to match people across systems, usually email address, and decide who can access the combined data.
- Export each source into a shared sheet or a CRM, with the same column names, and remove obvious duplicates.
- Match records using your agreed identifier and write down the merge rules, so anyone repeating the work gets the same result.
- Schedule a refresh at a regular interval, and review how many fans appear in more than one source to see whether the database is growing.
- 02
Capture consent at every touchpoint
Tickets, competitions, wifi, camps, every interaction adds a GDPR-clean contact.
Impact high · effort low
How to do it
- List every point where the club meets fans: ticket sales, competitions, wifi, camps, shop, social channels and school visits.
- Write a clear consent statement in plain language, covering what you will send, how often and how people can withdraw.
- Add an unticked consent box or a clear opt-in to each form, and store the date and source of each consent.
- Brief staff and volunteers on how to ask for permission at events and why a clean record matters.
- Review monthly how many new consented contacts each touchpoint produced, and improve or drop the weakest ones.
- 03
Define 4–6 fan segments
Die-hards, families, casuals, students, academy parents, each with a journey.
Impact high · effort low
How to do it
- Review the data you hold and the club's audience to find natural groups, such as die-hards, families, students, casuals and academy parents.
- Choose four to six segments that your team can realistically communicate with, and write a short description of each.
- Tag every contact in your database with a segment, using purchase history, age or other facts you already hold.
- Map a simple journey for each segment: what they should hear, when and what you want them to do next.
- Compare results by segment after each campaign, and merge or refine segments that behave the same or are too small to serve.
- 04
Automate a welcome journey
Every new contact gets a 3-email series: story, next match, first offer.
Impact high · effort low
How to do it
- Decide the three messages every new contact should receive: the club's story, the next match and a first, simple offer.
- Write the three emails in the club's voice, each short with one clear action and a link.
- Set up the sequence in your email tool so it starts automatically when someone joins the list, with a few days between messages.
- Test the flow with a few staff addresses, checking links, sender name and how it looks on a phone.
- Review opens, clicks and the first purchase or action from the series, and revise the weakest email each month.
- 05
Track campaigns to revenue
UTM links and promo codes on every send; report conversion, not just opens.
Impact high · effort low
How to do it
- Agree which results matter most, such as ticket sales, membership signups or shop orders, and where each one is recorded.
- Add tracking tags to the links in every email, social post and advert, using a consistent naming rule.
- Create a distinct promo code for each channel or campaign, so sales can be traced back even when links are lost.
- Collect results in one sheet each month: sends, clicks, orders and revenue for each campaign.
- Use the sheet to decide where to spend the next campaign budget, stopping those that bring clicks but no sales.
- 06
Run a weekly content calendar
Fixed formats and owners per weekday; consistency compounds reach.
Impact high · effort low
How to do it
- Decide how many posts a week the team can sustain, and choose a small number of channels to cover well.
- Create fixed formats for set days, such as a Monday preview, a Wednesday player feature and a Friday team news.
- Assign an owner to each format and set a deadline for drafts, so posts do not depend on one person's availability.
- Plan the next two weeks in a shared calendar, including fixtures, sponsor posts and community events.
- Review monthly which formats reached the most people and led to clicks, and replace those that do not perform.
- 07
Build a matchday content engine
Photos and clips published within hours of full time, every fixture.
Impact high · effort medium
How to do it
- Name one person to capture each home match and, if possible, one for away matches, with a clear brief and the right equipment.
- Prepare templates in advance for the final score, player of the match and a photo gallery, so publishing is fast.
- Agree a deadline for the first post after full time, and a simple approval route that does not hold things up.
- Post the photos and clips the same evening, tagging players and sponsors and linking to the next match.
- Compare engagement on same-night posts with later ones, and review how the routine works after each home match.
- 08
Make short-form video for TikTok and Reels
Formats made for each platform, such as behind-the-scenes clips and player moments, not cross-posted highlights.
Impact high · effort medium
How to do it
- Create accounts on the short-video platforms where your younger fans are, and agree who is allowed to publish for the club.
- List simple formats you can repeat, such as behind-the-scenes in the tunnel, training moments, player challenges and fan reactions.
- Film vertically with a phone, keep each clip short and add captions, since many people watch without sound.
- Get written permission from players and, for youth players, from their parents, before posting any content.
- Review views, shares and new followers every month, and repeat the formats that perform while dropping those that do not.
- 09
Automate lifecycle email flows
Win-back, pre-match, post-match and birthday flows running without manual sends.
Impact high · effort low
How to do it
- Choose the flows that matter most to start with: win-back for lapsed fans, pre-match reminder, post-match thanks and birthday.
- Write the emails for each flow in the club's voice, each with one clear message and a single button.
- Set the triggers in your email tool, such as no purchase this season or a match two days away.
- Test each flow with internal addresses, and check that fans are not receiving two flows at the same time.
- Look at each flow's results monthly, including sales it produced, and rewrite the weakest messages before adding new flows.
- 10
Launch a membership/loyalty programme
A paid or free tier with perks that formalises identity and repeat engagement.
Impact high · effort high
How to do it
- Define what the programme is for: identifying fans, creating regular income, or both, and write down the goal.
- Design a free tier and a paid tier, each with a few clear benefits, including at least one that is truly scarce.
- Choose a platform that your ticketing and email tools can connect to, with monthly payment as an option.
- Launch to existing buyers first, and promote it at the stadium, by email and through your partners.
- Review monthly how many join, renew and use their benefits, and adjust perks according to what members actually value.
- 11
Offer sponsors targeted access to fan segments
Package segmented fan lists as sponsor audiences, with the right consent, so partners can reach the fans they want.
Impact high · effort medium
- 12
Price a low-cost digital membership tier for non-ticket benefits
Test an entry-level paid tier at a modest annual price, built on benefits that do not require a ticket.
Impact high · effort low
- 13
Build bespoke sponsor activations around each brand's goals
Ask each partner what it wants to achieve and design a tailored activation rather than selling a fixed package.
Impact high · effort medium
- 14
Add digital content to sponsorship packages
Include video, social and newsletter placements in every sponsor deal, as brands increasingly ask for them.
Impact high · effort low
- 15
Agree sponsor KPIs and report outcomes against them
Identify the metrics each partner cares about and report marketing outcomes in a way comparable to other channels.
Impact high · effort medium
- 16
Unify ticketing, shop and hospitality sales in one system
Sell tickets, merchandise, hospitality and experiences through one e-commerce setup so the club owns the fan relationship.
Impact high · effort high
- 17
Build lookalike audiences from existing fans for ads
Upload your best fan segments to ad platforms to find similar people and lower the cost of winning new fans.
Impact high · effort low
- 18
Tailor each message to the fan's past interactions
Use what a fan has bought or opened before to decide what to send next, instead of one message for all.
Impact high · effort medium
- 19
Connect ticketing, point of sale and app under one fan login
Link purchases, in-stadium spending and news in one experience so fans are recognised everywhere.
Impact high · effort high
- 20
Report sponsor campaign results with audience detail
Show partners who was targeted, why, and how well each campaign performed.
Impact high · effort medium
- 21
Launch a club YouTube channel instead of building a platform
Publish matches highlights and original shows on YouTube to reach fans without platform build costs.
Impact high · effort low
- 22
Put retention ahead of acquisition in campaign spend
Prioritise renewal and win-back campaigns before paying to acquire new subscribers.
Impact high · effort low
- 23
Turn women's team social growth into ticket and merchandise sales
Use players' social following to promote tickets, shirts and viewing of local matches.
Impact high · effort medium
- 24
Send targeted communications to likely ticket and merchandise buyers
Use database interests to identify who may buy a ticket or a shirt and message only them.
Impact high · effort medium
- 25
Sell sponsors targeted activations to the fan database
Offer partners digital ads, personalised content or newsletter placements to your registered users.
Impact high · effort medium
- 26
Create player-led content formats
Recurring series with player personalities, the highest-engagement content type.
Impact medium · effort medium
How to do it
- Choose two or three players who are comfortable on camera and agree with them and the coach how much time they can give.
- Design a simple recurring format, such as a weekly Q&A, a challenge, or a day in the life, with a name and a style.
- Film in batches at the training ground to save time, and publish across the week.
- Get the player's approval for each edit where needed, and check that the content fits any sponsorship obligations.
- Compare engagement with your other content every month, and keep the formats and players that fans respond to most.
- 27
Turn community events into acquisition
Every school visit and clinic captures families into the database.
Impact medium · effort medium
How to do it
- List the community events the club already runs, such as school visits, football clinics, holiday camps and charity matches.
- Create a short sign-up form, on paper or by QR code, asking for parent contact details and clear permission to email.
- Brief the staff or coaches running each event on how and when to collect the information.
- Send a thank-you email within a few days that includes photos and an invitation to a match.
- Count how many families you capture from each event and how many later attend a match, then focus on the best events.
- 28
Onboard academy families into the database
Hundreds of high-affinity local households are already inside the club.
Impact medium · effort low
How to do it
- Ask the academy director for access to the families' contact details, and check that the club's privacy notice covers marketing use.
- Send each academy family a friendly email or message explaining what the club will send and inviting them to confirm their preferences.
- Add confirmed families to your database with a tag showing their link to the academy and the age group.
- Create a short journey for these families, such as match invitations, family offers and news from their child's team.
- Review how many families join the database, how many open emails and how many attend a first-team match.
- 29
Run data-capture competitions
Shirt giveaways and prediction games traded for consented contact details.
Impact medium · effort low
How to do it
- Choose a prize fans will want and that the club can afford, such as a signed shirt, match tickets or a meet-and-greet.
- Build a simple entry form asking only for the details you need, with a clear tick box for marketing permission.
- Write short and clear terms, covering the closing date, how winners are chosen and how personal data will be used.
- Promote the competition on match days, on social channels and through partners, and send entrants a thank-you with a next step.
- Count the consented contacts gained, and check how many open emails or buy tickets, so you know which prizes work.
- 30
Publish a brand kit and tone of voice
Logos, colours, templates and voice rules so every post looks like the club.
Impact medium · effort low
How to do it
- Collect the club's logos, colours, fonts and photo style, and decide which versions are official and which are outdated.
- Write a short tone of voice guide with examples, covering how the club speaks to fans, sponsors and the media.
- Create ready-to-use templates for matchday graphics, announcements, email headers and sponsor posts, in the tools your team uses.
- Share the kit in one place that all staff, volunteers and partners can reach, and explain it briefly in a team meeting.
- Review a sample of posts each month and check they follow the kit, updating it when something is missing.
- 31
Report marketing KPIs monthly
Database growth, engagement, conversion, one dashboard for the board.
Impact medium · effort low
How to do it
- Pick a small set of measures that matter, such as database size, new consented contacts, email engagement, social reach and sales from campaigns.
- Find where each figure comes from and who is responsible for providing it by a fixed date each month.
- Build one simple dashboard, on a single page, showing the current figures next to last month and the same month last year.
- Add two or three lines of commentary explaining what changed and what the team will do about it.
- Present the dashboard at each board meeting and check that discussion moves from opinions about posts to trends and decisions.
- 32
Partner with local media
Regular club slots in local press/radio in exchange for access and content.
Impact medium · effort low
How to do it
- List local newspapers, radio stations and community websites that reach your fans, noting who covers the club and how often.
- Offer a regular slot in return for access, such as a weekly coach interview, a player column or a match preview.
- Agree what each side provides, how often and who is the contact, and put the arrangement in a brief written note.
- Send the media content on time, with photos or audio they can use freely, and make it simple to publish.
- Ask for web or call-in traffic where possible, and review whether the slots bring new contacts or ticket buyers.
- 33
Run paid social for ticket campaigns
Small, capped budgets on high-intent audiences with tracked return per euro.
Impact medium · effort medium
How to do it
- Agree a small test budget with a fixed limit and a clear goal, such as ticket sales for a specific home match.
- Build audiences from people who are most likely to buy, such as past ticket buyers, website visitors and lookalikes of your best customers.
- Create a few simple adverts with a clear offer and a link carrying tracking tags, so each sale can be traced.
- Start the campaign about two weeks before the match, check results every few days and move money to the better adverts.
- Calculate the revenue returned for each unit of spend after the match, and only repeat the campaigns that clearly pay back.
- 34
Speak the city's language
Hyperlocal content: neighbourhoods, rivalries, local heroes, outperforms generic club news.
Impact medium · effort low
How to do it
- List the neighbourhoods, local rivalries, dialects, traditions and heroes that make your city or town distinct.
- Plan a regular series using these themes, such as a neighbourhood fan profile, a local derby history or a hero from the town.
- Ask supporters, local historians and former players to contribute stories and photographs, with their permission.
- Use local language, references and place names in captions, emails and posters, so the club sounds like its city.
- Compare engagement on local content with general club news each month, and develop the themes that fans respond to.
- 35
Survey fans twice a season
Short pulse surveys on experience and interest; feed results into segments.
Impact medium · effort low
How to do it
- Decide the purpose of each survey, such as match experience, ticketing, food, communications or interest in membership.
- Write a short survey of a few questions that fits on a phone, mixing rating questions with one open question.
- Send it by email after a home match and make it available by QR code at the stadium, ideally in the middle and end of the season.
- Read all the responses, group the comments by theme and share the findings with the staff who can act on them.
- Tell fans what you changed because of their answers, and add survey responses to the right segments in your database.
- 36
Turn the club site into an engagement destination
Combine ticketing, shop and interactive games on one club platform so fans have a single place to engage beyond watching video.
Impact medium · effort high
- 37
Analyse post performance to find winning content formats
Review impressions, reach, shares and clicks by post type each month and make more of the formats your audience responds to.
Impact medium · effort low
- 38
Run social listening on brand mentions
Track comments, hashtags and mentions of the club with a listening tool to understand how fans feel about the brand.
Impact medium · effort medium
- 39
Generate live match content automatically from match data
Use a tool that turns goals, cards and key moments into ready-to-post stories, headlines and social graphics as they happen.
Impact medium · effort medium
- 40
Judge fan reach by value, not follower counts
Segment followers into real, local and high-value fans and report those numbers instead of raw follower totals.
Impact medium · effort medium
- 41
Launch a bring-a-friend referral scheme
Reward fans who bring a friend to a match or sign them up, since friends are a main route into fandom.
Impact medium · effort low
- 42
Show sponsors the results of your fan engagement
Send partners a regular analytics report showing reach and engagement from the campaigns they are part of.
Impact medium · effort low
- 43
Run quizzes and a fantasy game to capture preferences
Offer interactive quizzes and a fantasy league that fans play all season and that record their interests.
Impact medium · effort medium
- 44
Run raffles and contests to attract younger fans
Create interactive event content such as contests and raffles to draw in young people not yet engaged with the club.
Impact medium · effort low
- 45
Build a super-fan package of highlights and interviews
Offer a paid bundle of highlights, interviews and press conferences for the most committed fans.
Impact medium · effort medium
- 46
Hold a goals workshop with each sponsor
Meet each partner to write down its objectives and agree how the club will help reach them.
Impact medium · effort low
- 47
Offer performance-linked sponsor deals
Structure some sponsor deals as base fee plus incentives tied to fan engagement and social media results.
Impact medium · effort medium
- 48
Set up a shared digital asset library
Store all club photos and video in one searchable library that staff can reach quickly to answer partner and media requests.
Impact medium · effort medium
- 49
Give sponsors a portal showing every asset they feature in
Provide each partner a page listing press releases, matchday photos and media packs that include their brand.
Impact medium · effort medium
- 50
Use past campaign data to plan the next campaign
Analyse earlier campaign results and content performance before each launch to decide timing and message.
Impact medium · effort medium
- 51
Keep fans engaged in the off-season with documentary content
Release documentaries and on-demand libraries about the club during the summer break.
Impact medium · effort high
- 52
Launch a free match prediction game
Let fans predict outcomes each week and interact with players and creators to give them a way to participate.
Impact medium · effort low
- 53
Tailor channels by age group
Use social highlights and creator content for younger fans while keeping news, match reports and replays for older supporters.
Impact medium · effort low
- 54
Create post-match fan zones with food and drink
Offer dining and fan zones outside the ground so supporters stay on site after the final whistle.
Impact medium · effort medium
- 55
Use stadium screens for stats and storytelling
Show data, statistics and stories on video boards so fans in the ground get insight they cannot get at home.
Impact medium · effort low
- 56
Offer player meet-and-greets and signing sessions
Run signing sessions for shirts and merchandise as an experience fans cannot replicate at home.
Impact medium · effort low
- 57
Match fan data with a broadcaster in a clean room
Work with a media partner to compare fan and viewer data without sharing raw records, to learn what fans watch.
Impact medium · effort high
- 58
Define the purpose and owner of every fan touchpoint
List each channel and fan product and write down its purpose and owner so messages do not clash.
Impact medium · effort low
- 59
Moderate fan pages to remove harmful content early
Remove abusive posts and spam quickly, since unchecked harmful content invites more of it.
Impact medium · effort medium
- 60
Use a moderation tool to separate abuse from fan chatter
Adopt software that filters hate speech on club social pages so staff can protect players and fans at scale.
Impact medium · effort medium
- 61
Publish explainer content for newer fans
Create content that explains the club, rules and players, since it does not put off core fans.
Impact medium · effort low
- 62
Build football knowledge through social and gaming content
Make short educational posts and game-style content to teach young fans about the club and players.
Impact medium · effort medium
- 63
Create spaces where core fans welcome casual fans
Set up online groups where passionate supporters can bring casual fans along and share their enthusiasm.
Impact medium · effort low
- 64
Tell fans when content is personalised and offer opt-out
State clearly when messages are tailored and let fans turn tailoring off, without putting private data into public AI tools.
Impact medium · effort low
- 65
Deploy a fan chatbot for common questions
Add a chatbot to the site or app that answers fan queries and gives game updates around the clock.
Impact medium · effort medium
- 66
Sell an optional premium content subscription
Offer paid add-ons such as exclusive content or weekly curated highlights for fans willing to pay for more.
Impact medium · effort medium
- 67
Build the club app as a one-stop fan hub
Bring live scores, behind-the-scenes videos, player stats and social feeds into one app or site.
Impact medium · effort high
- 68
Curate fan-made content on club channels
Reshare the best fan videos and photos instead of trying to control every piece of content.
Impact medium · effort low
- 69
Support players with personal social media strategies
Help players plan their own channels, since their direct fan content reaches audiences the club cannot.
Impact medium · effort low
- 70
Set a clear objective before launching a direct fan platform
Decide whether revenue, reach or engagement is the goal and align the team before building anything.
Impact medium · effort low
- 71
Target a few key markets and fan groups for digital offers
Focus a digital product on chosen fan segments and markets instead of aiming at everyone.
Impact medium · effort low
- 72
Package archive content as a fan subscription
Use retained rights and club archive to create a streaming service for the most avid fans even if live rights are sold.
Impact medium · effort high
- 73
Make club leaders visible and responsive on social media
Have the president or managers post and reply to fans, which supporters notice and value.
Impact medium · effort low
- 74
Run adverts in other languages for international fans
Translate campaigns into the languages of overseas fan bases to widen appeal.
Impact medium · effort medium
- 75
Feature community work and club traditions in marketing
Make local community projects and the club's traditions and values a visible part of campaigns.
Impact medium · effort low
- 76
Extend local engagement to athlete stories, merchandise and events
Build high-touch local fan activity around player stories, products and custom events.
Impact medium · effort medium
- 77
Price women's matches to signal value, not give tickets away
Charge a fair price instead of mass free tickets, which can imply the product is not worth paying for.
Impact medium · effort low
- 78
Act on viral fan requests for player merchandise
Watch fan campaigns asking for a player's kit or product and work with the supplier to deliver it.
Impact medium · effort medium
- 79
Give the women's team more space in club storytelling
Feature women's players more in club content, since their social engagement is high relative to coverage.
Impact medium · effort low
- 80
Offer free and paid content tiers
Test a free tier with ads and a paid tier with exclusive content for different audiences.
Impact medium · effort medium
- 81
Publish match highlights under ten minutes on YouTube
Cut highlights into short videos for YouTube, the main platform for short video viewing.
Impact medium · effort low
- 82
Commission a docuseries or fantasy game to win later-life fans
Use a documentary series and fantasy game to attract adults who did not become fans young.
Impact medium · effort high
- 83
Host watch parties for fans abroad
Organise viewing events in cities with overseas supporters to bring the matchday atmosphere to them.
Impact medium · effort medium
- 84
Prioritise Instagram for fan engagement
Put extra effort into Instagram, the platform fans say will be their main point of contact with clubs.
Impact medium · effort low
- 85
Release retro kits and fashion collaborations
Create vintage-inspired kits and work with fashion labels on new product lines for younger fans.
Impact medium · effort high
- 86
Partner with a fashion brand on streetwear lines
Collaborate with a fashion label on streetwear to reach people beyond local football fans.
Impact medium · effort high
- 87
Create a matchday tailgate zone with food trucks
Bring in local food trucks and ride-share partners to enrich the pre-match experience outside the ground.
Impact medium · effort medium
- 88
Link young-fan campaigns to causes and values
Tie youth outreach to community causes, since younger fans respond to mission-driven connections.
Impact medium · effort low
- 89
Add partner perks to the loyalty programme
Work with commercial partners on offers so members receive extra benefits from local brands.
Impact medium · effort medium
- 90
Reward fans for content creation and advocacy
Give points or perks to fans who share club content, join discussions or recommend the club.
Impact medium · effort medium
- 91
Show supporters the benefit before launching changes
Explain what any new digital or pricing change gives fans, as the core audience often resists change.
Impact medium · effort low
- 92
Map the whole matchday fan journey
Chart the experience from preparing to attend to leaving and improve each step.
Impact medium · effort low
- 93
Build fan communities with sponsors instead of broad fan targeting
Create communities around the club that partners can join, rather than pushing generic fan messages.
Impact medium · effort medium
- 94
Gamify sponsor activations with digital tools
Run sponsor-backed games that let fans connect with the brand and the club.
Impact medium · effort medium
- 95
Track sponsor exposure across club channels and report it
Monitor how sponsor assets show up in match footage and social posts and send partners the findings.
Impact medium · effort medium
- 96
Repeat one campaign message across stadium, social and partners
Plan campaigns so the same message appears across all club and partner channels, with an incentive to act.
Impact medium · effort medium
- 97
Showcase merchandise in social content
Feature shirts and products in posts and live video, since many fans use social media to discover products.
Impact medium · effort low
- 98
Focus on a few social networks with a distinct story
Pick the networks where your fans are, tell a distinct story and collect feedback, leaning on players.
Impact medium · effort low
- 99
Audit the fan app and site for poor user experience
Test speed and reliability on key journeys, since poor experience drives users away.
Impact medium · effort medium
- 100
Create ways for young fans to play
Offer club-branded youth games, camps or leagues, as many young people follow football because they play it.
Impact medium · effort medium
- 101
Sell low-cost single-asset sponsor packages to local brands
Offer one affordable asset such as a video board slot so local brands can test a partnership.
Impact medium · effort low
- 102
Add stadium QR activations
QR codes at gates and concourses linking to signup, offers and content.
Impact low · effort low
How to do it
- Choose the best places for QR codes: entrances, concourses, queues, toilets and screens where people wait and have time to scan.
- Create one clear offer or action for each code, such as joining the list, entering a competition or getting a discount.
- Use a separate tracked link for each location, so you can see which positions are scanned the most.
- Design the signs in the club's style with a short invitation, and check the code works on different phones.
- Review scans and signups after each match, and move or replace the codes that perform poorly.
- 103
Collaborate with local creators
Guest content with regional influencers to reach beyond the existing fanbase.
Impact low · effort medium
How to do it
- Search for local creators whose followers match your target fans, such as young supporters, families or neighbourhood communities.
- Check their previous content for quality and tone, and make sure their values suit the club.
- Offer something of value in return, such as match access, a player meeting or a behind-the-scenes day, and agree clearly what they will publish.
- Agree who approves the content, how it should be labelled as a collaboration, and how links or codes will be tracked.
- Review reach, new followers and signups after the collaboration, and repeat it with creators who bring fans to the club.
- 104
Build a content repurposing workflow
One shoot becomes ten assets: long video, clips, stills, quotes, newsletter.
Impact low · effort low
How to do it
- Plan each shoot in advance, listing the assets you want from it: a long video, short clips, photos, quotes and a newsletter item.
- Record more than you need, including interviews, reactions and extra angles, in a single session where possible.
- Edit the main piece first, then cut shorter clips and pull stills and quotes from it, using templates to save time.
- Store everything in one shared folder with clear names and dates, so any team member can find and reuse material.
- Review how much content the team produces from each shoot and which pieces perform best, then adjust the plan.
- 105
A/B test sends and subject lines
Systematic testing of send times and copy; keep what wins.
Impact low · effort low
How to do it
- Pick one change to test at a time, such as subject line wording, send time or button text, so you know what caused any difference.
- Split a portion of your list into two similar groups, send each version at the same time and record the results.
- Wait until you have enough opens or clicks to see a clear difference, then send the winner to the rest.
- Record every test in a shared log with what you tried, what won and any lesson for the next send.
- Review the log each season and check that open and click rates are gradually improving from the lessons you applied.
- 106
Prepare a crisis comms playbook
Pre-agreed spokespeople, channels and holding lines for bad news days.
Impact low · effort low
How to do it
- List the types of bad news that could affect the club, such as an injury scandal, a safety incident, a financial problem or a social media crisis.
- Name the spokespeople for each type, with a deputy, and write down their phone numbers for out-of-hours use.
- Draft holding statements for the most likely situations, leaving gaps for specific facts, and agree who may approve them.
- Decide which channels you will use first and who pauses scheduled posts and sponsor content when a crisis breaks.
- Practise once a year with a short drill, and review whether the team can respond within hours.
- 107
Review audience demographics of social channels monthly
Check age, gender, location and device of the people your content reaches and compare them with the fans you want.
Impact low · effort low
- 108
Measure attention and emotion, not only views
Test which video moments and formats hold attention and drive reaction, and shape future content around them.
Impact low · effort medium
- 109
Run fan challenges that reveal viewing habits
Set short challenges asking fans to declare what they watch and follow, and use the answers to personalise offers.
Impact low · effort medium
- 110
Tag photos automatically on upload
Use asset software that identifies players in new photos on upload so content can be found and published faster.
Impact low · effort medium
- 111
Share media resources with journalists through the asset library
Give local press access to photos, releases and media packs from one place to increase club coverage.
Impact low · effort low
- 112
Identify repeat abusers rather than single comments
Track the few accounts producing most abuse and act on them, not just on individual posts.
Impact low · effort medium
- 113
Let fans vote for player of the match in the app
Open a digital vote after each game and share the result, giving fans a role in the match story.
Impact low · effort low
- 114
Analyse social abuse and set clear behaviour guidelines
Review social interactions for unacceptable posts and publish guidelines for a welcoming community.
Impact low · effort medium
- 115
Keep the club website and app valued as engagement points
Invest in the club website and app, which fans still rate as key ways to engage.
Impact low · effort medium
- 116
Start a club-branded social running or exercise group
Host regular community runs or sessions under the club name to build loyalty and local buzz.
Impact low · effort low
- 117
Tie loyalty rewards to social causes and community
Link rewards and campaigns to community topics beyond football to deepen loyalty.
Impact low · effort low
- 118
Add playful, fun entertainment to the club brand
Introduce lighthearted matchday moments and quirks that make the club fun to follow and share.
Impact low · effort medium
- 119
Run a fan sustainability campaign from awareness to action
Start with awareness of a green initiative, then add incentives and convenience to inspire action.
Impact low · effort low
- 120
Launch a club podcast for the downtime between games
Produce a regular podcast or audio show to keep fans engaged between fixtures.
Impact low · effort low