Big, tier-one football clubs typically reach up to 500 million fans around the world, according to Adam Field, head of global fan engagement at Chelsea FC. Many of those will be “passive” fans, but Chelsea itself has around 100 million fans actively connected to the club in some way through its various channels.
So his job title is no sinecure. Appointed in 2017, everything he does must be at scale but still has to have an impact with individuals; striking a balance between width and depth “is one of the hardest challenges that I have faced”, he told the Digital...