CX Monthly

The European Clubs Association (ECA) recently released a new study, Fan of the Future: Defining Modern Football Fandom, which all LaLiga clubs should read carefully and absorb with humility and urgency.  The in-depth study, conducted across seven key markets, including Spain, UK and Germany, notes that the COVID-19 pandemic will have a “repercussive effect on how fans spend their leisure time.”

Aside from the pandemic, it is jarring that the study reveals relative disinterest in football among the critical 16-24 age group who will soon be decision-makers with disposable income.  This resulted in a Palco23 headline – “Lost generation of fans?  Two out of five young people ‘pass’ from football.”

In our view, this should be not only accepted as reality, but also as an opportunity to refresh our fan base.  This is a transformational moment.  We are not experiencing the new normal – rather, it is the new different.