BEST FAN ENGAGEMENT BY A CLUB – PREMIER LEAGUE
Leicester City FC App & YinzCam
The LCFC App, developed in partnership with YinzCam, launched ahead of Leicester City’s return to the Premier League in 2024/25, serving as the Club’s first-ever official app and digital hub for fan engagement. Timed strategically with our ‘Straight Back Up’ celebrations, the app introduced innovative features such as Augmented Reality (AR) experiences, geo-targeted notifications, and live streaming, enhancing real-time connectivity for supporters.
Since launch, the app has driven digital engagement and commercial success, topping Apple and Android sports charts, surpassing 1,000,000 page views in its first month, and maintaining an average engagement time of 17 minutes. With nearly 40,000 downloads, the app has delivered over £80k in retail revenue, with an average return of £435 per push notification. Key features include live match updates, exclusive content, and audience segmentation for tailored experiences.
The LCFC App continues to evolve, introducing interactive experiences such as the 2024/25 Match Predictor and location-based campaigns at global events. Strengthening our digital and commercial strategy, the app ensures Leicester City remains at the forefront of innovation, deepening our connection with fans worldwide and reinforcing our commitment to delivering exceptional supporter experiences.
Liverpool FC – Supporter Engagement Strategy
Liverpool FC (LFC) has long been recognised for its positive relationship with supporters, but recent advancements in engagement have elevated the Club to a new level of excellence. Through an enhanced and collaborative approach, LFC has redefined how it engages with fans, particularly for domestic and European away games.
The Club’s innovative framework brings together all supporters groups, local police, hosting clubs, UEFA, and Football Supporters Europe (FSE) in pre-match engagement meetings. These discussions have strengthened relationships, improved communication, and allowed LFC to better understand and address supporter needs. Key initiatives include detailed information packs for travelling fans, the deployment of Supporter Liaison Officers (SLOs) at all away games, and exceptional collaboration with disabled supporter groups to improve accessibility and inclusivity.
As a result, LFC has achieved significant improvements: complaints at both domestic and European away matches have reduced, supporters feel valued and well-informed, and the Club’s leadership in supporter engagement is widely acknowledged.
By excelling in its engagement efforts, LFC has demonstrated that prioritising fan welfare and inclusivity not only strengthens supporter relationships but also drives broader operational and commercial success. Liverpool FC’s approach now sets the standard for excellence in the football industry.
Manchester City FC – Champions 4-In-A-Row Trophy Tour
Manchester City’s Champions 4-In-A-Row Trophy Tour presented by Etihad Airways celebrated the club’s historic fourth consecutive Premier League Trophy, taking the silverware closer to fans around the world alongside the Club World Cup and Community Shield trophies.
Celebrating a moment of football history, the Trophy Tour brings fans who might not be able to travel to Manchester closer to the club. Since its inception in 2018, City’s Trophy Tour has visited 29 countries in 6 continents across 5 tours.
Through these visits, our fans can engage with the club, trophies and former players through physical events (including match screenings), localised content and local community engagement.
Manchester United FC – From New Zealand to Manchester M16
Football is nothing without fans, and supporters are core to United’s heritage and identity. With over 500,000 official members and a worldwide following of millions, it is our mission to ensure all fans, whether that’s in M16 or across the globe, feel closer to the club than ever before.
The club’s fan engagement strategy is dedicated to optimising fan experience across men’s and women’s teams and guided by three key principles: empowering dialogue, growing fan communities and rewarding loyalty.
Southampton Football Club – We Call It Home
Southampton Football Club faced a unique challenge when planning its 2024/25 season ticket campaign. With promotion back to the Premier League uncertain, potential price increases on the horizon, and major stadium changes affecting seating arrangements, we needed a strategy and marketing campaign that would engage fans, build excitement, and ensure a smooth transition.
Our solution was a campaign built around unity—reminding fans that “We are more than just a club — we are a community, united by our stripes.” Using a mix of fan imagery, creative storytelling, and strategic phased communication, we highlighted the deep emotional connection fans have with their club and matchday experiences.
To manage stadium seat relocations and generate buzz, we implemented a two-stage ticketing launch, prioritising affected fans and those eager to move into the newly designated home end. This strategic rollout, combined with targeted direct marketing, OOH advertising, social media, and PR, resulted in an unprecedented response.
We achieved a 119% increase in season ticket sales against our initial target, reaching a 21,500 season ticket sell-out for the first time in club history. Revenue surpassed projections by 123%, and we established our first-ever season ticket waiting list—solidifying fan commitment and campaign success.
Tottenham Hotspaw – The First Official Supporters’ Club for Dog-Owners
In June 2024, Tottenham Hotspur launched the first Official Supporters’ Club for dog owners, which enabled fans to share in their two passions – football and their pets. The free ‘Tottenham Hotspaw’ membership allows supporters to register their dogs and submit photos for a chance to be featured in the club’s matchday programme and displayed on the stadium’s big screens at home matches.
In partnership with All Dogs Matter, a charity dedicated to rescuing and rehoming abandoned dogs in London, the club also promotes fundraising events and highlights rescue dogs through in-game displays, the matchday programme, and the club’s website. This has led to a significant increase in awareness for the charity and directly led to the rehoming of these vulnerable pups.
Wolves: Champions of the World
Wolverhampton Wanderers is a club with a rich history and a forward-thinking approach to fan engagement. In 2024, we honoured the 75th anniversary of our historic match against Honved—an iconic game that shaped the future of European football and laid the foundations for the Champions League.
Our multi-faceted campaign brought this momentous occasion to life through a blend of storytelling, matchday activations, and fan-driven initiatives. A beautifully crafted film captured the essence of the Honved match, while a limited-edition anniversary jersey paid homage to the legendary game. We unveiled a stunning sculpture, integrating the legacy into Molineux’s fabric, and ensured deep fan involvement with a striking flag display by Old Gold Pack. Special edition programmes, exclusive family invitations for those connected to the 1954 fixture, and immersive matchday elements reinforced the campaign’s emotional depth.
The campaign achieved outstanding engagement, with overwhelming fan appreciation and strong commercial success. Wolves reaffirmed its commitment to honouring the past while embracing the future—delivering a campaign that not only celebrated history but strengthened the club’s connection with its fans worldwide.
