Welcome to the second edition of our Game Changers series where we explore new fan culture trends and how football clubs are responding to these changes. Today we’re introducing Sporting Clube de Braga from Portugal, a forward-thinking football club that has been committed to enhancing fan engagement with a number of exciting initiatives.
Football is no longer just a game confined to the pitch; it has become a global phenomenon intertwined with lifestyle, fashion, and digital interactivity. In this interview, we explore these dynamic changes and their impacts with Susana Silva, responsible for social media and content at SC Braga. We discuss how the club is responding to the shifting landscape, enhancing the matchday experience, and preparing for the future of fan engagement.
What changes have you noticed in football fan culture recently (over the past 5 years)? Any big ones that stand out?
Over the past five years, several significant changes have occurred in football fan culture. There has been a notable shift towards digital platforms for fan interaction and social media have become essential for fans to connect with each other, follow clubs, and engage with players. Football fans have also become more vocal about social and political issues, a kind of activism that has led to increased pressure on clubs and governing bodies to address these issues.
What major changes have you noticed in fan expectations?
The COVID-19 pandemic has taught us that we need to invest in new technologies and amenities to enhance the matchday experience, including virtual experiences, fan forums, interactive and exclusive content.
Football is no longer seen as "just a sport" and is now associated with fashion and lifestyle. To meet the new needs of the audience, clubs are seeking to expand their global reach through international tours, marketing campaigns, and merchandise sales, aiming to provide a more engaging and immersive experience for fans both at the stadium and remotely.
How is your club responding to these changes? Please, name some of your initiatives.
Following a strong commitment to its digital communication channels, SC Braga launched its first Official App in 2019 and, in January 2023, an OTT ('Over The Top') platform where subscribers can find extensive and exclusive content.
The matchday experience has also changed completely, with pre-match and half-time initiatives involving applications that use innovative solutions such as artificial intelligence.
In terms of marketing and merchandising, the club took another big step at the start of the 2023/2024 season, with PUMA presenting itself as the Official Equipment Sponsor, which has been reflected in a wider range of products available in physical and online shops. We now sell the Brand as a fashion product, trying to unite it in the best way with the roots of the emotional base.
SC Braga has recently joined Football at AlphaVerse and launched its dedicated Fanzone in the football metaverse. What do you expect from this partnership and how can fans benefit from visiting the Braga Fanzone?
With SC Braga's commitment to innovation, the partnership with Football at AlphaVerse signals a bold step into the digital realm. I anticipate an immersive experience for fans in the Braga Fanzone, offering virtual access to exclusive content, interactive events, and behind-the-scenes glimpses into the club. Fans can expect a unique platform to connect with the club and fellow supporters globally and engage in exciting, new fan experiences.
Looking ahead, what do you think are the most important trends that will shape football fan culture in the coming years?
The rise of digital platforms and social media will continue to shape how fans interact, so online communities and streaming services will play an increasingly significant role in fan engagement.
Football's global appeal will also continue to grow, leading to a more diverse and interconnected fanbase. This trend will bring about new challenges related to cultural differences, language barriers, and time zone considerations.
Are there any other challenges you anticipate for football clubs engaging with fans?
The intersection of football and esports alerts us to the need to invest in competitive gaming teams as well as the virtual aspect, presenting opportunities to engage younger audiences but also potential resistance from traditionalists.
Moreover, regulatory changes, such as new financial fair play rules or alterations to competition formats, could impact fan experiences and club dynamics. Fans may need to adapt to changes in broadcast rights and competition structures, for example.
Navigating these trends and challenges will require collaboration between clubs, governing bodies, and fans themselves to ensure that football remains a vibrant and inclusive cultural phenomenon.
Thank you for joining us for this insightful conversation with Susana Silva from SC Braga. We hope you enjoyed learning about how the club is navigating and leading the changes in football fan culture.
To experience even more of what SC Braga has to offer, consider becoming a lifetime member of the Braga FAVClub for VIP privileges and exclusive perks.
Stay tuned for the next edition of Game Changers, coming next week, where we'll have an exclusive interview with a representative from Norwich City. Don't miss it!
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6 New Trends in Football Fan Culture - Introduction to the Game Changers Series
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