The phrases ‘fan engagement’ and ‘fan experience’ were rarely used in sports before the turn of the millennium. Certainly, in the UK, a winning team was considered the key to supporter satisfaction.
That has changed in recent years and the Fan Experience Company have been at the vanguard of this movement. Director Mark Bradley has wide experience in challenging environments across England and Europe. His vision is not just Family Stands and face-painting, he argues that a coherent fan engagement strategy will reap a commercial return, especially for those clubs operating outside the upper echelons of the Champions League.