UEFA first approached the Fan Experience Company in October 2017 to discuss our participation in their first League-based GROW project. GROW is a programme aimed at increasing participation and attendances at a National Association level, but many of the smaller UEFA members associations also run the top tier of their own football pyramid and would welcome support.
The GROW programme in Estonia involved identifying and recruiting 3 Community Development Officers for a pilot scheme characterised by an approach based on club identity, brand and values; community engagement and fan experience. The project ran from July to November 2018 and saw significant improvements in all of the KPIs, especially in attendance.