It has now been over 2.5 years since the World Health Organization declared Covid-19 a global pandemic in March 2020. For a long time, therefore, public life was almost at a standstill and most people spent a lot of time at home. Much that originally took place in presence suddenly existed – if at all – only in a digital way and events, such as soccer matches, took place in front of empty stands.
One might now assume that the ghost games have increased the number of viewers in front of their TV screens at home. But the opposite is the case. Viewing figures in Germany for soccer matches – whether in the Bundesliga or international games – fell significantly during the corona pandemic. This also has an impact on fan engagement. It is therefore all the more important for soccer clubs to bring fans back to the stadium. But how can this be achieved when sports are now competing with streaming providers such as Netflix, people’s habits have changed as a result of the pandemic, and the sofa is so much more comfortable than a standing or, in the best case, sitting position in the stadium?
Fan experience is key
What actually motivates fans to watch sporting events like soccer matches live in the stadium? The decisive factor is the experience gained on site: Watching a game or a competition together with other fans, cheering or shaking together – that’s what unites people. The good atmosphere in the stadium, the exchange with like-minded people, an appealing stadium design and the opportunity to pass the time at kiosks or fan stores during breaks. These are all factors that help to create a positive fan experience.
And the more positive this fan experience is, the more likely it is that fans will come back. Not only that, but they are likely to tell others about their positive experience or even motivate others to come along on their next visit.
Improving fan experience with location-based services
In addition […]