How to convert emotion into income with Brøndby IF's Troels Johnsen - a podcast by Fan Insights

Welcome to Episode 28 of the Fan Engagement Pod. This episode is back to a chat with a guest about their experience and perspective on Fan Engagement, with an old friend of mine from my days working in European football, Digital Project Manager at Brøndby IF, Troels Johnsen.

We really get into some of the commercial issues around converting loyalty, identity, belonging and being part of something bigger into a commercial success, but without destroying its crucial authenticity and sincerity.

Troels someone who just gets the intangible nature of being a fan, as someone who was himself an activist, setting up Det Nye Brøndby and then the Brøndby Supporters’ Trust, which sought to influence and change the direction of a club in crisis.

His passion and love for his club shines through, but he’s someone who is utterly, resolutely, professional. His insight would benefit any club, and Brøndby IF are lucky to have him. 

This really is a great episode for everyone, but particularly for commercial, marketing and revenue generating teams, who want to understand how to do it sincerely.

We touch on data, activations that work, rebrands that failed, how apps aren’t the answer, and how to accept the intangibility of passion, and to harness it successfully

Don’t forget we’ve got 27 other episodes, including the new Bas Chat, where we take a particular look at activations, sponsorships and partnerships between brands and rights holders with a real expert in the field. Listen via the usual channels.

You can join the Fan Engagement Network at faninsights.co.uk/network/join

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