Done well, it’s a seamless and barely noticeable series of interactions that are inter-woven with the matchday experience. Ignored or executed badly and it jars and is off-putting. Let’s look in a bit more detail:

Atmosphere

Who’s responsibility is this anyway? Is it up to the fans, or do the team have to do their bit first? Tough one. Personally, I think (and the anecdotal evidence I have certainly backs it up) that the more noise and encouragement there is at kick-off, the more likely the team are to start well and even get a goal. This would suggest it’s in the club’s best interests to build the atmosphere so that it peaks at kick-off time and those opening minutes afterwards.

Music

It’s not just about playing a few tunes over the PA and any clubs that make this assumption miss a massive opportunity to get fans in the right frame of mind. I recently attended a game where they’d got a DJ who simply knocked out the latest ‘trendy’ hits and no one (especially the kids it was aimed at) was interested in the slightest. The day before, another club had got hundreds of fans – mostly kids – singing (and dancing in some cases) by blasting out Sweet Caroline. Know your audience. The use of the right music at the right time can make a significant difference to the build up, half-time and even – where applicable – during the game (rugby and cricket clubs often do this really well).

Big Screen

Another tool at the disposal of many clubs that can be hit or miss. How many clubs really think about how the screen can enhance the in-game experience? I’d guess not many. Yes there are the slew of adverts (which are unavoidable) but what about using the screen for real fan engagement? Videos and photos are obvious but there are other ways the screen can be utilised such as messages, half-time quizzes, words to songs etc that bring the club and fan together through the technology. At a rain-delayed cricket match I attended this summer, they put fan interviews and images on during the changeover of innings but failed to do it in the three hours earlier that day where fans sat around waiting for play. That’s just a lack of thinking; a switched-on club sees that they have an asset that can be used to engage fans when they need it most and makes it work.

Mascot

More for the younger fans yes, but not exclusively. The mascot is a great way for the club to engage with fans in ways other staff can’t. There is more scope for someone in a suit to be a little more outrageous, and the light-hearted approach adds a fun element too. While the optics aren’t great when the manager visibly questions a referee’s decision, a mascot doing it in an exaggerated way on the side lines is not only acceptable but takes it less seriously. Sport is entertainment after all. A mascot can be utilised in so many ways before games, but clubs often overlook their effectiveness after the game starts. Getting the younger fans to raise the noise is one way and then, of course, they can come into their own at half-time.

Half-Time

I’m surprised how many clubs have either cancelled half-time entertainment or relegated it to something that happens at the side of the pitch. Newsflash, that massive green rectangle might just be grass (or a 4G surface) but it is sacred to fans and if they get on there – and are able to kick a ball too – it will be a memory that lives with them forever and creates a bond with the club that will be difficult to break. Penalty shoot outs, crossbar challenges and anything else that includes fans and balls is the way to go, and any additional interaction created by the mascot and over the PA will enhance it considerably. So the next time the manager says the subs warming up or the sprinklers are the priority at half-time, tell them that the fans are the real priority (they’ll be there much longer than they are anyway) and find ways to create unforgettable magic moments during the break.

After all, the second half will begin soon enough.

And we all know how the football can really spoil a perfectly good day.