Case Study - Reading FC
Launching the Blueprint for a Fan Zone at Reading FC
On Saturday 30th August, Reading FC became the first official club to launch the Blueprint for a Fan Zone – a scalable, targeted fan engagement package designed to transform the matchday experience.
The initiative delivered a dynamic blend of activities built around six proven categories of fan activation, engaging supporters of all ages and leaving a lasting impact on both the club and its community.
The Challenge
Football clubs are under increasing pressure to create memorable matchday experiences that:
- Strengthen fan loyalty
- Appeal to families and younger supporters
- Provide valuable activation opportunities for sponsors and partners
Traditional fan zones often struggle with high costs or a lack of variety, leading to one-dimensional experiences. Reading FC wanted something fresh, scalable, and adaptable – without breaking the budget.
The Solution: Blueprint for a Fan Zone
Our team developed the Blueprint for a Fan Zone through years of research across leagues and sports. We identified six core categories that consistently drive engagement and create a complete experience:
- Hero Moment – Celebrate and connect with the club identity and heroes
- Memory Maker – Give fans something lasting to take away with them
- Skill Challenge – Test and reward sporting ability
- 2 v 2 – Encourage social, competitive fun, for multiple users
- Viral Hits – Create sharable, digital-ready moments, as seen on socials
- Family Time – Inclusive activities for all ages to play together
At Reading FC, these categories were tailored to suit the club’s unique fanbase, ensuring that every supporter—from lifelong season-ticket holders to first-time visitors—felt included.
The Impact at Reading FC
The launch at the Madejski Stadium saw fans immersed in a refreshed matchday atmosphere, with activations appealing to children, families, and die-hard supporters alike.
Tom Law, Marketing & Communications Manager at Reading FC, shared his feedback:
“Huge thanks for coming along to the game on Saturday, I heard lots of lovely feedback and excitement from our fans who were greeted by the enhanced Fun Zone offering!”
This immediate positive response underlined how the Blueprint for a Fan Zone can quickly deliver value for clubs and delight for supporters.
Why It Works
The Blueprint for a Fan Zone is:
- Scalable – Start with one activity per category, or build to multiple activations
- Flexible – Focus on categories that align with themes, sponsor objectives, or campaigns
- Expandable – Add larger one-off experiences to make marquee occasions even bigger
- Consistent – fan impact can only occur when experiences are delivered consistently
- Universal – Applicable across all sports and live events
By balancing cost-effectiveness with high-impact engagement, our Blueprint empowers clubs to consistently deliver exciting fan experiences.
Conclusion
The success at Reading FC proves that the Blueprint for a Fan Zone can elevate the matchday journey, drive positive fan sentiment, and create new opportunities for clubs and sponsors.
If your club is looking to deliver memorable, scalable, and sponsor-friendly fan engagement, now is the time to explore your own Blueprint for a Fan Zone.
📩 Get in touch: info@tgbss.co.uk
