?? You don’t support your team for the trophies… Do you?
It’s the end of the football season in England, and it brought both heartbreaks and highs, as has been the way for the last century or so.
I know people celebrating a promotion from their lowest-ever tier of professional football (Jenny Fitzmaurice and Yeovil Town ??????).
I know people celebrating another season without relegation (Everton and Forest fans ??).
And I know people celebrating a record attendance home crowd on the day they were relegated (the legends at Lewes Football Club ?????).
Then I look globally and see plenty of ‘in-betweens’.
Fans who are dedicated to their team and engaged with them beyond measure, even without a promotion race or a relegation battle in sight. Fans who celebrate each game day, no matter the result.
? Why ?
???? Why are fans of some teams so passionately engaged, despite a relatively empty trophy cabinet?
?? And why are fans of other teams, despite a bursting trophy cabinet, so dispassionate and critical of ‘their team’?
But, more importantly, how? ??♂?
What on earth is the secret sauce ?? that keeps this happy cult-like behaviour thriving in fans?
How do Jesse Cole’s Savannah Bananas ?? baseball team sell out their stadium, if it’s not because they win? (In fact, they rarely seem to talk about their results at all!)
How have the NZ Warriors engaged so successfully with their fans that, in his recent article, Scotty Stevenson urged rugby union to take note? ??
? And how did Lewes FC achieve that record crowd on the same day they got relegated?
My hypothesis is, winning helps with fan engagement, but...
Belonging,
Brand,
and
Purpose,
...are far more compelling reasons for engagement.
?? Only a small percentage of teams can win a trophy each season, so why pin our hopes and strategy on winning, when creating an environment where fans can belong, feel aligned with a brand or buy into a purpose is far more powerful.
#honocoinsights #belonging #brandpurpose