Let’s be honest. Being a smaller football club can feel like a tough match, both on and off the pitch. Budgets are tight and trying something new can be scary. But here’s the thing. While the big clubs chase global fame, smaller clubs still have something powerful: a strong community.
Take the 2. Bundesliga, Germany’s second division, for example. On average, their stadiums attract more fans than France’s first division. How? The answer lies in a football culture built around community and tradition. People return week after week because they feel part of something bigger than themselves.
However, times are changing. That loyal fanbase is aging. If younger generations do not feel connected now, who will fill your stands in ten years? Empty seats mean missed revenue and lost atmosphere.
Fan engagement is the key to tackling these challenges. It helps you keep loyal supporters close, attract younger fans, and make every matchday feel like part of something bigger. In the next sections, we will show how other clubs are doing this successfully and how smaller clubs can make it their biggest strength.
An aging fanbase clubs can’t ignore
One of the biggest challenges for football clubs today is an aging fanbase. Yet, many clubs are not paying attention to it. The stands still fill up and on the surface, everything seems fine. But under that surface, the problem grows. If younger generations do not connect with your club now, who will come to your stadium in 10 years?
The numbers speak for themselves. In the UK, only 30% of people aged 18 to 34 feel passionate about football. Besides, even more than a third don’t really care that much about football. It is not that young fans don’t like sports at all; they just consume sports differently. They want quick highlights, behind-the-scenes content, and interaction beyond just watching a match. According to PwC, Gen Z fans are far more likely to follow football through social media and digital platforms rather than rooting in the stands.
This is where technology comes in. Younger fans expect seamless, hassle-free experiences. They don’t want to fumble with paper tickets or even QR codes. Biometric ticketing fits naturally into their digital mindset, allowing them to enter the stadium effortlessly, just like they unlock their phones. An important factor for the younger generation is to make everything go faster. With a biometric solution, fans can enter the stadium up to 3x faster.
Still, many clubs remain conservative. They like to stick to old habits, afraid to change what once worked well. That hesitation is dangerous, as younger generations expect more. They want entertainment and a reason to feel part of something.
For smaller clubs, this challenge becomes even bigger. Unlike top clubs, they cannot rely on occasional fans or tourists. However, this also means they have the chance to build something stronger. As a smaller club, a close connection with the local community is the biggest strength. With the right fan engagement strategies, they can make younger fans feel part of the club’s story and turn them into loyal supporters for years to come.
When mindset beats money
It is possible to do things differently. Some clubs have shown that you don’t need the biggest budget or the best players to stand out. They have shown that it is important to have a look off the pitch. Still, it is not that simple. You need creativity and courage, putting extra focus on your fans.
2. Bundesliga
This league has become Europe’s most-attended second division, even surpassing France’s first league. The reason? A clear fan-first approach. Ticket prices stay affordable and stadiums feel welcoming for families and all supporters. Their famous 50 plus 1 rule keeps clubs in the hands of their fans, meaning decisions are made for the people who matter most. Fans are not treated as passive customers but as active participants in the club’s story.
FC Slovan Liberec
Another example is this smaller Czech club focusing on connecting with their younger fanbase. However, instead of giving exclusive content to reporters, Slovan Liberec has taken control of their own storytelling. Their behind-the-scenes series, player stories, and exclusive content are now available through their own platform, creating a direct line to fans while also generating revenue. By keeping key content behind a paywall, they ensure that engagement translates into both loyalty and financial support, proving that smart digital strategies can make a real difference for smaller clubs.
Venezia FC
Then there is also the Italian club Venezia FC, which has turned their club into a fashionable brand. Although being one of the most famous touristic cities in Europe, they had a hard time getting the home crowd behind them and had no international appeal. They recognized the need for change and shifted their priority from on-field performance to off-the-pitch engagement. By collaborating with designers and focusing on style, they wanted to tell a story that goes beyond football. Their creative and unique approach attracted global attention and cultivated a loyal fanbase. They clearly proved that out-of-the-box thinking can lead to lasting success.
These examples show what smaller clubs can achieve when they think differently and put fan engagement at the center of everything. It is not about size but about mindset.
Using data to boost fan engagement
Strong fan engagement starts with knowing who your fans are and what they care about. Data allows clubs to understand who their supporters are and what they care about. With the right data, clubs can personalize the fan experience. You can send targeted offers, invite the right people to events, and create content that speaks to each group. Fans do not want to feel like one of many. Just like regular customers, fans want to feel seen and valued.
Moreover, it is also a key aspect of marketing. Small clubs do not have endless budgets. Therefore, smart, data-driven marketing helps them reach the right fans with the right message at the right time. This increases ticket sales, boosts merchandise revenue, making each euro spent more effective. In fact, leveraging fan data effectively has proven to be a game-changer in maximizing matchday revenue. However, the challenge lies in collecting and using this data efficiently without adding friction to the fan experience. With the right tools, clubs can streamline this process, ensuring they not only boost revenue but also strengthen fan engagement in the long run.
On top of that, data also plays a crucial role when dealing with partners. Sponsors and commercial partners want more than a logo on a shirt. They want to know who your fans are. What do they buy? Which brands do they follow? What drives their loyalty? If you cannot answer those questions, you are missing opportunities.
European giant nearly dropped the ball on this.
Even the biggest clubs struggle with this. FC Barcelona signed a €280 million sponsorship deal with Spotify. But according to Sport, Spotify was disappointed to gain access to data from less than 1 percent of Barcelona’s claimed 350 million registered supporters. This lack of real data made it harder to activate the sponsorship and deliver value.
For smaller clubs, this is both a challenge and an opportunity. You may not have millions of fans, but you can really know them well. Collecting the right data and using it wisely can help you build stronger fan relationships and become more attractive to sponsors. In the end, good data makes everything you do smarter.
Why bold moves matter more than big budgets
The future belongs to clubs that are willing to evolve. Smaller clubs do not need massive budgets or superstar squads to make an impact. They need focus. Focus on their community and most importantly, their fans. By adapting to new expectations and staying creative, smaller clubs can build something that lasts.
Innovation doesn’t always mean huge investments. It often starts with smarter choices. For example, using data to better understand fan behavior, offering more personalized experiences, and finding new ways to keep fans engaged beyond matchdays. One of the most important factors is making fan experiences seamless. By embracing innovation and implementing technologies such as biometric ticketing, clubs can enhance the fan journey. Entry becomes fast and smooth, while also offering a more secure experience.
In the end, it all comes down to fan engagement
In today’s competitive football landscape, fan engagement is the key to ensuring long-term success, especially for smaller clubs. By focusing on building strong connections with your fans and understanding what they want, you can create a loyal fanbase that returns game after game. Leveraging data and innovation, including solutions like TruCrowd’s identity technology, allows clubs to better understand fan behavior and deliver personalized experiences. Embracing such technologies helps streamline the fan journey, providing a smoother, more secure experience while keeping fans engaged both on and off the pitch.
Don’t sit back and watch other clubs innovate. Start small and think big, because the future isn’t waiting. The time to invest in fan engagement and innovative strategies is now.
