Fan Engagement Analysis Navigation & Strategy (FANS) Model

The Fan Engagement Analysis Navigation & Strategy (FANS) Model represents a simplified and practical evolution of the original Sports Brand Equity & Fan Engagement Model (SBEFEM). While SBEFEM provides a comprehensive framework for understanding fan engagement across multiple dimensions, the FANS Model distils these principles into a more accessible, actionable format, ideal for clubs and organisations seeking strategic clarity and operational guidance.

Fan engagement is the lifeblood of any successful sports organisation. From football and rugby to esports and athletics, cultivating deep, meaningful connections with supporters is essential. The FANS Model focuses on analysing engagement, navigating strategic priorities, and translating fan insights into tangible actions.

Six Dimensions of Fan Engagement

Building on the foundation of the English Premier League Fan Engagement Standard (FES) and SBEFEM, the FANS Model identifies six key dimensions that shape fan engagement:

1. Fan Voice - Making Every Supporter Heard

   Fans today seek more than passive observation; they demand influence. This dimension measures the extent to which supporters feel they can contribute feedback, participate in decisions, and co-create aspects of the club experience. Navigation Insight: Develop clear, structured channels for feedback, such as digital forums, fan advisory boards, and direct messaging platforms, ensuring fan perspectives inform strategic decisions.

2. Fan Participation - Beyond Attendance

   Participation encompasses involvement in club-related activities, from attending matches and events to joining fan clubs or engaging digitally.

   
   

   Navigation Insight: Incorporate gamification, interactive digital experiences, and volunteer opportunities to encourage active, ongoing participation.

   
   

3. Fan Experience - Crafting Memorable Moments

   The quality of experiences, whether physical, digital, or hybrid, defines how fans connect emotionally with a club.

   
   

   Navigation Insight: Optimise touchpoints such as ticketing, hospitality, and digital platforms. Use personalised content, augmented reality, and immersive experiences to enhance engagement.

   
   

4. Fan Loyalty - The Enduring Bond

   Loyalty reflects a fan’s long-term commitment and emotional investment in a club.

   
   

   Navigation Insight: Implement tiered loyalty programmes, exclusive access, and recognition initiatives to nurture sustained dedication and long-term advocacy.

   
   

5. Fan Satisfaction - Contentment Across Touchpoints

   Satisfaction captures overall fan contentment with the club and its offerings.

   
   

   Navigation Insight: Regularly measure satisfaction through surveys, social sentiment analysis, and direct interactions. Ensure experiences consistently meet or exceed expectations.

   
   

6. Fan Advocacy - Turning Passion into Promotion

   Advocacy is the willingness of fans to recommend and promote the club organically.

   
   

   Navigation Insight: Encourage user-generated content, share fan stories, and reward ambassadors to amplify engagement beyond the immediate supporter base.

From Engagement to Strategic Impact

The six dimensions of fan engagement influence deeper outcomes in line with organisational strategy:

• Attitude: Positive perceptions and emotional connection to the brand.

• Behaviour: Active involvement in brand-related activities.

• Cognition: Knowledge and understanding of the brand’s values and heritage.

• Connection: Sense of belonging and emotional attachment.

• Co-creation: Fan contributions to shaping experiences and offerings.

• Community: Shared identity and camaraderie among supporters.

The FANS Model not only measures these dimensions but guides strategic prioritisation, helping clubs focus resources on initiatives that maximise perceived value and long-term loyalty.

Understanding the Fan

The FANS Model integrates analysis of individual fan factors, recognising that engagement is highly personalised:

• Age: Assessing which content is relevant for different age groups and generations.

• Tenure: Lifelong supporters versus newer fans have distinct expectations and engagement patterns.

• Experience of Playing Sport: Fans with prior sport experience may seek deeper technical content or participation opportunities.

• Team Success: Performance affects engagement but is not the sole driver; emotional and cultural connections remain critical.

• Reasons for Loyalty: Hometown ties, family heritage, favourite players, or global fandom influence motivations.

• Type of Fan: Casual, passionate, or die-hard supporters require tailored engagement strategies.

• Location: Local and international fans have differing access and content needs.

• Financial Status: Accessibility to tickets, merchandise, and experiences shapes participation and satisfaction.

Navigation Insight: Segment fans strategically, recognising diversity in preferences, motivations, and access, to tailor initiatives that maximise engagement across all demographics.

Applying the FANS Model

The FANS Model offers a practical, navigable approach for clubs to:

1. Analyse fan engagement data across the six dimensions.

2. Navigate strategic priorities, balancing resources to optimise loyalty, advocacy, and satisfaction.

3. Implement targeted interventions to improve experiences, participation, and overall perceived value.

4. Monitor outcomes and iterate, ensuring strategies remain aligned with fan needs and market trends.

By integrating these principles, clubs can simplify the complexities of fan engagement while retaining the robust insights of the original SBEFEM framework.

The Fan Engagement Analysis Navigation & Strategy (FANS) Model empowers sports organisations to chart a clear, actionable path towards sustainable fan engagement. By combining analytical rigour with strategic navigation, it bridges the gap between fan insights and practical implementation, helping clubs create memorable experiences, deepen loyalty, and cultivate vibrant, thriving communities.