Football in the era of the fan experience or the transformation (functional) of the stands

The sports economy is being reshaped by the changing status of supporters. Nowadays, the spectator experience begins not only at the stadium entrance but before and after as well.

From Munich to Paris, passing through Strasbourg, football once again demonstrated its status as a generator of emotions and excitement, both in the stands and in the streets. From Madrid to Marseille, supporters are not only a commercial asset for partners and the 12th man capable of boosting players, but also a source of pressure and inhibition. Winning on the field and engaging the stands are two challenges for any modern sports leader.

Long gone are the days when sports stood alone. A match, a score, raw emotion. But that era has evolved. Now, the spectacle extends beyond the field: it begins well before kick-off and continues long after the final whistle. Welcome to the era of the “fan experience.”

Because today, fans are not just spectators. They are customers, ambassadors, and even co-creators. With an average of 63,683 spectators in 2024/25, in an Orange Vélodrome stadium with 67,394 seats, it is likely that the atmosphere created by supporters’ clubs last season boosted Marseille’s performance and helped them secure a place in the Champions League. While the “12th man’s” power is acknowledged, the outcome depends on the talent of 11 players and the economic potential to pay them. The latest DNCG report reveals a deficit of -104.8 million euros, emphasizing the urgent need for Stéphane Richard to swiftly increase the club’s revenue.

In the sports industry in general and football in particular, all leaders are seeking new growth opportunities, especially when TV rights are no longer guaranteed. Transforming spectators into customers has become a strategic priority. “Fan experience has become a central lever for loyalty and value creation,” summarizes a consensus now shared by all sports business stakeholders, except perhaps the ultras.

The stadium revenue is no longer sufficient

“Win more to generate more,” the mantra that many leaders once followed. Now, clubs and leagues must consider the experience as a whole: ticketing, access, entertainment, digital content, services, catering – everything matters and everything can be sold to partners.

The French Professional Football League (LFP) has fully embraced this shift. “The spectator experience does not start at the stadium entrance; it begins well before and extends after. We must consider every step of the fan journey,” explains Paul Barray, LFP’s Fan Relationship Manager. From acquiring MPG in 2022 to creating the Ligue 1+ platform, the organizing body of professional championships has structured its strategy around various pillars, from information to stadium circulation, accessibility, and digital experience.

In this context, the match becomes a step in a broader experience. It marks a paradigm shift for the league and clubs as they enter a “B2B2C” approach. By collaborating with its members to intelligently integrate into the fan journey, the LFP recognizes that fan engagement is stronger towards their club than the league. Through the Official Ligue 1 app and its proprietary platforms, MPG and MPP, the LFP collects and shares data to support each club’s fan base and communities.

The digital accelerator

Artificial Intelligence, Big Data, social networks – the sports world has not escaped the digital revolution. The economic development of a club like OM relies on monetizing fans inside and outside the stadium. Since fans now consume sports everywhere and at all times, increasing followers, informing them, engaging them better will be among the objectives the former Orange CEO needs to master.

The partnership between LFP and TikTok exemplifies this shift. With billions of views and a young, international audience, Ligue 1 aims to become a major player in digital entertainment, broadcasting matches and immersive club content. “We must innovate and reach fans where they are, with formats tailored to their behaviors. Digital is no longer a complement; it is an entry point,” emphasizes Paul Barray.

However, this digital transformation does not replace the stadium; it enhances it. Supporters expect a hybrid experience, blending real emotions with personalized content. Studies show that over half of fans turn to personalized content, particularly via AI, while remaining attached to the authenticity of live events.

In this new equation, sponsors are also changing their roles. No longer satisfied with mere logo displays in a few square centimeters, they are moving towards experiential activation. Mastercard France’s Marketing Director, Benoit Ripault, explains: “With our ‘Priceless’ program, our goal is to connect people to their passion to provide them with unique experiences.”

Practically, this translates into exclusive experiences with UEFA: VIP access, behind-the-scenes tours, immersive setups or hybrid events combining sports and entertainment. Sponsors are now involved in creating emotions, not just endorsing events like the Champions League.

This evolution meets a dual challenge for partners: capturing attention in a competitive environment and establishing a lasting connection with consumers. “Every interaction must become a memorable experience,” summarizes Benoît Ripault.

The challenge of authenticity

Behind the fan experience, the entire sports economy is being reshaped. Dynamic ticketing, premium hospitality, personalized merchandising – every touchpoint becomes a revenue opportunity. But beyond business, it is also about engagement. Clubs are looking to build communities, tell stories, and engage their supporters.

From immersive experiences on the sidelines to inclusive initiatives for audiences with disabilities, and participative formats where fans influence content or club image, sports is transforming into a platform of experiences.

But a central question remains: how far can we go without diluting the essence of sports? The challenge in the coming years will be to strike the right balance: innovating without distorting, enhancing without overloading. While fan experience is vital, one truth remains: nothing will replace the emotion of a last-minute goal or an unexpected victory. The real challenge lies in making technology, marketing, and services not an end in themselves, but an amplifier of emotions.