BEST FAN ENGAGEMENT BY A CLUB – NON-PREMIER LEAGUE

Cardiff City FC’s 125th Anniversary Supporter Engagements

In celebration of Cardiff City FC’s 125th anniversary, the Club launched an ambitious 125 Supporter Engagements campaign, honouring the unwavering dedication of our fans while strengthening our ties to the South Wales community. This year-long initiative created meaningful, personal experiences for supporters of all ages, spanning surprise visits, charity partnerships, grassroots football support, and community outreach.

A standout highlight was Bluebirds Crimbo 2024, where first-team players surprised fans at their homes and workplaces, celebrating their lifelong commitment to Cardiff City. From honouring 90-year-old supporters to inspiring young, visually impaired fans, these visits showcased the emotional bond between the Club and its supporters.
Beyond Bluebirds Crimbo, players visited hospitals, schools, and grassroots football events, supported fundraising efforts, and engaged with corporate partners, ensuring that every corner of our community felt valued. The campaign achieved extraordinary success, fostering deeper fan relationships, boosting digital engagement, and reinforcing Cardiff City’s role as a pillar of South Wales.

By going beyond traditional fan engagement, Cardiff City FC has set a new benchmark in supporter interaction, proving that football is more than just a game, it’s about lifelong connections, cherished memories, and an unbreakable community spirit.

Celtic FC – Hoops & Dreams, Making Christmas Magic

The Celtic FC Christmas advert is something fans look forward to every festive season, as a result of the club establishing an industry-leading creative trend with content of this type. With 2024 marking the 10th year of the Club’s annual Christmas film, high expectations among our audience were escalated more than ever. This was also the first time that Celtic’s in-house team had created the concept, script and creative for the campaign entirely in-house. Various members of the club’s Marketing and Media team collaborated to produce the most successful Christmas campaign in the club’s history. What started as a Christmas ad to support retail sales 10 years ago has now become a brand-led film that encapsulates the values and beliefs of Celtic and the club’s passionate fanbase around the world. The launch of the annual film now traditionally marks the launch of the club’s Christmas retail campaign, but more significantly, it now launches the club’s huge charitable fundraising effort – Celtic FC Foundation’s Christmas appeal.

Charlton Athletic FC – Welcome to London

Charlton Athletic’s recent history left many fans feeling disconnected, with declining attendance and apathy towards the club. Under new ownership in 2023, rebuilding trust was essential—but engagement wouldn’t be won overnight.

The club identified the home fixture against Wrexham as a pivotal moment to reignite fan passion, leveraging the opposition’s Netflix-driven popularity while amplifying Charlton’s own values of inclusivity and community. A bold three-pronged strategy was executed: a creative “Welcome to London” campaign mimicking Welcome to Wrexham, a first-of-its-kind influencer watch-along with Mark Goldbridge, and hyper-targeted marketing using FOMO tactics.

The results were game-changing: 24,692 attendance (+70%), the highest paid crowd since 2019, with 40% new fans. Matchday sales soared, and the YouTube stream drew 2.2 million views, unprecedented for League One. More importantly, this wasn’t just a one-off—match ticket sales remain up 25%, proving lasting impact.

Charlton didn’t just sell tickets; it rekindled a connection with fans, demonstrating that even in challenging times, bold and innovative engagement can rebuild belief and drive commercial success.

Norwich City FC – A Minute Unsilenced

Every 90 minutes in the UK, someone dies by suicide.

Norwich City have used our platform and voice to help break the stigma of mental health, driving meaningful and tangible impact, the biggest example so far being our viral ‘You Are Not Alone’ campaign.

For World Mental Health Day 2024, we created a 360-degree campaign, including an immersive matchday activation that physically involved supporters for the first time.

In collaboration with BBH, prior to our game against Hull City (the closest fixture to World Mental Health Day), we delivered football’s first ever minute unsilenced. A unique spin on the traditional ‘minute silence’, this time we wanted to ‘break the silence’. Players, coaching staff and fans from both teams symbolically came together to kick-off a conversation on mental health, prior to the game commencing.

This activation was part of a wider campaign that included a Samaritans shirt takeover for both our men’s and women’s teams, a mental health focused matchday social media initiative adopted by 29 other EFL clubs, and a powerful campaign video delivered by Rattling Stick on World Mental Health Day which achieved over 2 million organic views.

Oxford United FC – Can We Talk?

Tragically, in the time it takes Oxford United to play a football match, someone in England loses their life to suicide. This worrying stat is one we are passionate about changing for the better.

It’s a topic that has touched and continues to touch the Club. Arguably the greatest-ever player, Joey Beauchamp, lost his life to suicide, and more recently, it was the same story for 24-year-old father and supporter, Jack Badger. Hearing these stories, and that of current player Will Vaulks who lost both his grandfathers to suicide, we realised we had to step in and use the power of football to help save lives. These families wished for their loved ones to have asked, Can We Talk?

With the support of Sky Sports, Oxfordshire Mind, The Joey Beauchamp Foundation, Baton of Hope, and Oxford United in the Community, we campaigned to say We Can Talk, connecting with 1.33 million people on social media and over 200 people with in-person workshops. This is just the beginning, as we will now train our Men’s First Team, all senior leaders, staff, and supporters in suicide prevention.

This campaign was not for clicks and likes; this was about saving lives.

Walsall FC – Transforming Matchdays

Walsall FC has redefined its matchday experience, creating an inclusive, interactive, and family-friendly environment that has led to record engagement, increased revenue, and national recognition. The club has introduced a structured First-Time Fan Experience designed to give junior supporters an unforgettable introduction to football, featuring dressing room visits, pitchside photos, and penalty shoot-outs with mascot Swifty. Regular young attendees have also benefited from initiatives such as junior stadium tours and the opportunity to read the team line-ups over the PA system, deepening their connection with the club. A revitalised Fan Zone has provided a platform for local businesses, charities, and cultural groups, featuring activities such as Armed Forces displays, gaming vans, and grassroots football challenges. The Locker, a £700k refurbished fan hub, has become a key matchday attraction, offering live music, street food, and interactive activities, drawing over 1,000 fans per game. The club has also introduced culturally inclusive events, such as South Asian Takeover Day, strengthening its connection with underrepresented communities. These efforts have contributed to Walsall FC achieving Gold Status in the EFL Family Excellence Award and ranking ninth overall in the EFL for Family Excellence, demonstrating the impact of an authentic, fan-first approach.