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...

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