Julie Uhrmann : Creating FOMO within your Fanbase
We had the pleasure of attending the World Football Summit in Seville recently, where we had the opportunity to share insights from thought leaders in the industry.
Thought #2 was presented by Julie Uhrman, the President and co-founder of NWSL side Angel City, who discussed the advantages of generating FOMO (Fear of Missing Out) within your club's fanbase. During this event, our Head of Growth, Jerome McCarthy, summarized some key takeaways from Julie's presentation, which took place alongside discussions by Todd Kline (Tottenham), Matteo Samaranch (ATM Media), Alexander Jobst (Fortuna Düsseldorf), and Kasper Kronenberg from Off the Pitch.
As showcased by Jerome in the video above, Angel City's team places a significant emphasis on engaging their fanbase by prioritizing the fan experience and generating a sense of 'FOMO'. It's widely recognised that in terms of sports in the United States, there is an increased effort to transform the event into more than just the 90 minutes of action on the field. Angel City follows suit, as evidenced by its online presence and social media activity.
This NWSL team hosts a Fan Fest that opens its doors a remarkable four hours prior to kick-off. This extended lead-up time allows fans to gather, build excitement, and truly immerse themselves in the matchday experience. Further, it grants the club greater influence over the entire matchday experience and creates opportunities for increased revenue throughout the day.
Here are five valuable lessons from Angel City that you can consider implementing at your club. You can express your gratitude later...
Food Truck Partnerships: Explore collaborations with popular and well-known food trucks in your area to set up shop at your venue before matches. Just like our partners at Dulwich Hamlet found success with the Souvlaki Guys, this can be a mutually beneficial partnership. Fans get to savor delicious cuisine, while the caterer gains access to a new customer base that could translate into repeat business.
Live Music: You don't need a big-name act; consider giving local talent the chance to perform before matches. Fans appreciate entertainment, and this is an affordable way to keep them engaged throughout the day without breaking the bank.
Discounted Drinks: Encourage fans to arrive at the venue earlier by offering discounts on beverages. This can be achieved by either subsidizing the cost yourself or collaborating with local breweries looking to boost sales and brand awareness. Some clubs have successfully offered discounts for fans arriving in the first two hours, incentivizing early arrival, and ensuring steady revenue throughout the event.
Merchandise Stalls: Simplify merchandise sales by setting up a stall in the fan zone. Offer fans the chance to purchase match-related accessories like scarves and memorabilia. This doesn't require extensive inventory and can enhance the overall fan experience.
Player Meet-and-Greets: Fans relish the opportunity to meet players, both past and present. Consider organizing regular appearances by different players for a set period before matches. This allows fans to take photos, collect autographs, and creates lasting memories.
These are just five practical ideas to enhance your club's offerings. As Julie mentioned, creating a sense of FOMO is key. Experiences like these are inherently shareable, whether through Instagram posts or conversations, driving word-of-mouth promotion.
In conclusion, by adopting these strategies, you can improve the fan experience, boost club revenue, and potentially attract a whole new audience previously disengaged from your club.
The other part of improving the fan experience is the way that they engage with the club digitally. Here at Fanbase we are dedicated to transforming the sports industry by providing clubs with the tools they need to better understand and engage with their fans.
If you are interested in learning more about how Fanbase can help your club, don't hesitate to get in touch with us today. Our team is ready to get you set up in a matter of hours, so you can start reaping the benefits of our cutting-edge platform. Join today and take your club to the next level!
