This is a chat with Ryan McKnight, CEO of the North of England Football Academy, former Stockport County CEO and adviser to a whole series of clubs, and ex-editor of FC Business Magazine.

Ryan has been thinking a lot about the relationship between fans and clubs, and how that manifests itself in the practical - as well as emotional - sense. We talk about the mistakes clubs make in marketing, how loyalty is always defined by a negative experience, and why season tickets are outdated. As Ryan says, the relationship with your club is going to be the longest you’ll have in your life, so it’s vital it’s done right.

It’s a really fascinating and absorbing tour of the issues from someone who’s thought very deeply and read very widely.

Don’t forget you can find out how your club did in the Fan Engagement Index at https://fanengagement.net. You can also register for free for the Fan Engagement Hub if you want to access more detailed data and case studies from the 2019/2020 Index.

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