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Clubs are investing more and more to engage their fans. By actively involving their fans, they are more likely to spend money on the club and remain loyal to it. With this in mind, Standard Liege, an iconic club in the Liege region, set up a team dedicated to fan experience.
However, without any prior experience, it was necessary to understand what strategies could be implemented to deliver the best possible fan experience and maximise fan engagement.
To do this, it is essential to analyse the initiatives put in place by other clubs in the sector to engage their fans. In addition, we need to understand the specific needs of football fans in order to build their loyalty.
The aim is to develop a theoretical model that clubs can follow to optimise fan engagement. It is also relevant to understand Standard's current actions and identify potential improvements to enhance the engagement of their fans.

Sciences économiques & de gestion > Marketing