How Everton understands football fan archetypes

English Premier League football club Everton has undertaken a wide-scale listening exercise with its fans to better understand how to engage the broad range of people who support it.

Everton Football Club has a loyal following and a strong history, but with a crumbling stadium that it was struggling to fill, its marketers needed to pack out the stadium every week to build a case for a new stadium. To do this, the club needed to understand the variety of its fans – current and prospective – and get them coming to more matches, driving greater loyalty, contributing to commercial growth.

Established in 1878, at a time when the popularity of the sport was growing fast, Everton FC was a founder member of the Football League ten years later....

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