Vision sharing between peers at the Football Innovation Platform

Vision sharing between peers at the Football Innovation Platform
As part of the Football Innovation Platform, a knowledge session was hosted by the Football Association of England at Wembley Stadium. Delegates of the Johan Cruijff ArenA, UEFA, Ajax, KNVB and Tottenham Hotspur FC came together to share their vision on the case of 'fan experience' with three bigger themes being: fan connection, stadium experience, and fan strategy.

The goal of this session was to get inspired by peer FIP organizations, sharing their best practices and (future) challenges. Everyone covered a different topic within this case.

Fan journey through the eyes of our peers

KNVB shared their fan customer journey. They approach this journey from the fan's emotional behavior instead of an organizational perspective. It provides new relevant insight for clubs and national associations. With this approach, they enable to sketch personas of fan profiles and use them in getting insights into their customer journey. Ajax gave us a look into their stadium experience and UEFA shared its innovation strategy.

Tottenham Hotspur FC told us more about their digital fan strategy. For their fan experience, balance is key. It is important to find a way to listen to your fans before trying to overwhelm them with innovations for their own experiences. Organizations need to find a way to differentiate commercialization and added value to the fans.

We, the Johan Cruijff ArenA, shared our best practices and challenges in the field of hospitality and public catering. The FA covered audience insight for their Women's department and acquisition and engagement for the general organization. They believe that as an organization it is important to be thoughtful about the fact that fans can be saturated about engagement activities. More is not always better.

New Innovation Challenge

Lastly, the challenge definitions of the upcoming innovation challenge were discussed. In the next few weeks, we will inform you more about the newest challenge.

De Johan Cruijff ArenA is altijd in beweging

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