Fan Engagement is good for the bottom line with Shaun Lockwood, Doncaster Rovers - a podcast by Fan Insights

If you ever wanted to understand what the business case for Fan Engagement is, listen to this interview with Shaun Lockwood, Group Head of Marketing and Communications at Club Doncaster (which includes Doncaster Rovers, Doncaster Rovers Belles and Doncaster Rugby League clubs). He’s a relative rarity in football and wider sport, in that he gets that the nature of the relationship between the fan and the club means that marketing strategy can’t just be bolted on, and has to be thought through. He’s not scared of having to generate revenue, but does it in a way that fits the model.

We talk about honesty and openness, how they’re values-led, and cover ground such as the difference between supporter services and standard customer services, and the value of supporters’ boards and maintaining relationships. 

We also inevitably cover Covid19. Doncaster were one of those clubs who because they already placed the fan at the centre, were a perfect case study for getting their Covid19 ticket refund strategy right. 

Don’t forget you can join the Fan Engagement Network at faninsights.co.uk/network/join We’re introducing some exclusive member services soon.

Support this show http://supporter.acast.com/fan-engagement-pod.

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