As one of the world’s most recognisable football clubs, Arsenal FC wanted to deepen its understanding of fan engagement and loyalty drivers across both domestic and international markets. With football evolving into a truly global entertainment product — spanning live match attendance, merchandise, digital platforms, and sponsorships — the club needed to know:
Understanding this was critical to supporting Arsenal’s long-term goals of growing revenues, building global reach, and maintaining its reputation as a club with deep community roots.
Skopos designed a multi-method research programme to explore the Arsenal fan experience in detail:
The insights provided Arsenal with a clear roadmap for strengthening fan relationships and maximising commercial outcomes:
As a result, Arsenal FC was able to enhance its global fan engagement strategy, deliver more effective sponsorship activation, and build stronger, more profitable relationships with supporters across markets.
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