As a MSc International Sport Management student, Kacper Milczarek focused his dissertation on whether Premier League clubs could utilise consumer trends outside of football to help build their commercial growth and improve their relationship with fans. Here, he summarises his research project and how the league can capitalise on his findings…
The purpose of this research was to establish whether a subscription model that is currently considered a consumer trend could apply to Premier League football fans. Questionnaire-based primary research allowed me to recognise a generalised view of the cohort’s approach to the potential commercial offering and factors that could influence their decision-making process. This study aimed to not only provide initial insights on the topic for market researchers, but also lay foundations for other academics to explore the topic in greater depth, for instance through the collection of quantitative data to better understand underlying motivational factors.
Recent sports marketing researchers along with industry reports thoroughly discuss the importance of enhancing relationships between football teams and their supporters, hence more innovation in the relationship between fans and clubs is required in terms of driving revenue growth beyond the core business and prevailing structures. Considering the fact that football clubs have to bring innovation in terms of generating commercial revenue, it can be argued that the subscription model that is currently trending with the general consumer can enhance offerings of sport entities too.
Modern football fans consume their favourite sports and the media surrounding it in numerous ways. Some supporters attend games on regular basis, others on special occasions, some of them spend most of their time getting engaged in discussions with fellow fans while others display their fandom by watching paid television sport channels, partaking in fantasy leagues or purchasing their favourite team’s merchandising. The dynamic technological developments in the range of media and consumption styles have evolved rapidly, so new platforms such as social media or subscription services have disrupted traditional purchasing and relationship building models. Obviously it shaped the sports consumption market too.
Interestingly, the length of the relationship between fans and football clubs was not directly related to propensity to consume the new business model, however the relationship quality and self-determination as “engaged fans” with a club and existing consumption habits in terms of purchasing season tickets, merchandising etc. were the determinants over the higher likeliness to do so.
The research on the modern fans and the subscription models has shown that subscriptions that would most likely appeal to the supporters are those that offer regular delivery of physical products that are related to their favourite teams. Interestingly, the research showed participants were not really keen on an idea of subscribing to “Netflix like” platforms that would allow them to get more behind the scenes access to their favourite entities. From the football clubs’ perspective, the model preferred by the research participants can benefit the clubs with more occasions to build positive consumer experience, and therefore build tighter relationships with fans which in turn facilitates higher customer lifetime value.
