Last weekend, the Formulia 1 Belgium Grand Prix took place. At the sunny Belgian Ardennes, fans gathered to see their favorite drivers compete on one of the most difficult and historic tracks on the Formula 1 program. And where many fans gather, a perfect opportunity arises to engage fans and activate partnerships. Using my personally…
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Fan engagement is a term which has undergone many changes in definition over the years. The term still often gets hijacked for purely commercial purposes. But as I often state in presentations, fan engagement is not a partnership activation technique but is more like academic Yoshida describes: a ‘non-transactional’ concept allowing fans to express ‘external identification’ with…
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Dutch Eredivisie club AZ Alkmaar is living up to its promise on being an innovative club. On-field performance is fully based on data-driven insights and as of last year the club has now started to implement this approach on its business operations as well. In a recent interview, AZ explained how they use data…
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Fan engagement has evolved in recent years from a new, innovative approach to sports fan into a wholesale growth strategy used by elite organizations for profit maximization. These developments call for a more economical and deliberate approach in order to capitalize the commodity of sports fans. This article will review the basics of fan…
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