Credit: Federico Mari
Football is not short of fans. The sport continues to be the world’s most popular game, filling stadiums, dominating broadcasts, and inspiring new generations every year. The issue isn’t whether people love football — they do. The challenge lies in relevance.
The Shifting Habits of Fans
In today’s attention economy, loyalty is no longer guaranteed. Entertainment is abundant, and attention has to be earned, not assumed. Supporters are consuming the game differently: shorter clips, behind-the-scenes access, interactive formats, and alternative competitions are shaping the new standard of engagement.
It’s no longer enough to simply sell a matchday ticket or a broadcast subscription. What fans now expect is meaning, emotion, and access.
Lessons from the Kings League and the Elite Divide
The rapid rise of the Kings League in Spain is a prime example. By breaking down traditional barriers and making fans feel directly involved, it has shown how alternative football products can thrive.
Meanwhile, the dominance of the same elite clubs for over two decades highlights a widening gap. With 95% of clubs rarely, if ever, winning major trophies, the critical question emerges: what do fans receive beyond results?
From Spectators to Participants
The answer lies in shifting the role of fans from passive spectators to active participants. This means:
- Lowering barriers between supporters, players, and staff.
- Creating interactive spaces where fans feel their voices shape the club’s identity.
- Building involvement, so that supporters don’t just cheer for the club — they feel like they are the club.
A Call to Reimagine Football’s Future
The potential of football remains enormous, but the sport cannot afford to think like it’s still 1997. Clubs that adapt to the attention economy will thrive by transforming engagement into belonging, and belonging into long-term value.
The key question every club must ask itself: what can we offer our fans beyond winning?
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IMAGE: Sky Sports
