The question is: what should be the role of fans in sports and especially in a football club? In a more and more detachment of modern football, a new culture is fundamental that puts the fan in the center of the clubs.
The goal of a soccer team should be to create emotions in the fan. That is why it is crucial to understand the needs of the supporters and to design engagement strategies. It is about communicating values: in fact, experienced executives understand that it is important not only what you propose to the fan but how you propose it. A club’s leadership should be oriented to creating authentic and intimate relationships with fans: the road is very long but the reward is infinite. A new culture to create affinity and thus revenue.
Looking at Italy, one sees the need for a reform of the football world, which puts the fan in the center. In fact the stadiums are more and more empty and not family-friendly. Despite this, the prices are not very competitive: there is a need for a marketing policy that is more attentive to the needs of the fans. The football is the most watched sport in the world and without people what would be its role? Italian leaders have the future of this sport in their hands: the future is called a new fan-centered culture.
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di Sara Mariani
