Marketing & Fan Engagement

The last year has reminded us more than ever how important fans are to the beautiful game. Symbolically, they are at the core of the identity and activity of our clubs, leagues and commercial stakeholders, representing both the proud, traditional past and the exciting, digital future of the sport. Attracting and maintaining the loyalty and attention of fans is a core priority for any football organisation as well as its partners, and the focus of the “Marketing” section in this issue. We sat down for an interview with the Chief Commercial Officer of Qatar Airways to understand how the multiple award-winning carrier brings the global game to the world and take a journey through the tales and tactics of FC Barcelona, AS Roma, Parma Calcio 1913, New York City FC and Las Vegas Lights FC, to reveal insights into the stories these clubs share with their supporters and the chances they provide for fans to play active roles within them.