In the fast-changing world of sports, understanding what fans truly want is more important than ever. Recently, Thomas Rypens, Direct-to-Consumer Director at Club Brugge, joined Data Talks’ podcast to share his perspective on how the Belgian club prioritises fans at the heart of their fan engagement strategy. Through this fan-centred approach, Rypens reveals how Club Brugge is changing the game, especially in ticketing, merchandising, and digital experiences—all by keeping a close ear to what their fans say.
Before we dive right in...
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A Legacy of Passion
Club Brugge, one of Belgium’s most storied football clubs, has been a beacon of passion and pride since its founding in 1891. With a devoted fanbase that lives and breathes football, the club is always looking for ways to innovate and enhance the experience for its supporters. For Club Brugge, ticketing is much more than just selling seats; it’s about creating moments fans look forward to. Thomas embodies this spirit, demonstrating how a focus on fans can redefine the way a club engages with its community.
“Make things people want instead of making people want things,” Rypens says, illustrating a refreshing shift from traditional marketing techniques. He believes that ticketing should feel like an experience, not just a transaction. This way, fans aren’t just coming for the game—they’re building connections that keep them coming back, no matter the results on the field.
Takeaway: Make ticketing an experience. Consider using dynamic pricing or exclusive perks to make every game feel special.
Merchandising Innovations that Capture Fan Loyalty
Club Brugge has also taken this fan-focused approach to merchandising. They recognise that loyalty can’t be bought; it has to be earned. By integrating digital tools and insights, the club can tailor its offerings to meet the specific desires of its supporters. On Data Talks’ Sports Crash Course podcast, Rypens discusses how this personalised approach enhances the fan experience and strengthens the bond between the club and its supporters.
“The introduction of the Golden Club ID is a prime example of how Club Brugge rewards loyalty. By creating a membership that cannot be purchased but rather earned through consistent support, the club has managed to increase engagement and attendance even when sports results fluctuate”, explains Rypens.
This initiative, driven by fan feedback, has proven that understanding and catering to fan needs can lead to significant positive behaviour changes.
Takeaway: Build loyalty through personalization. Tailoring merchandise to fan preferences deepens connection and encourages repeat purchases.
Leveraging Digital Platforms for Enhanced Fan Experience
Digital innovation plays a pivotal role in Club Brugge’s strategy to enhance fan experiences. Rypens, who oversees the club’s digital strategy, underscores the need for football clubs to adapt to technological advancements and leverage digital platforms to stay relevant. Using advanced analytics, Club Brugge identifies fan preferences and patterns, which allows them to continually fine-tune their offerings and build lasting loyalty.
The club’s digital transformation includes everything from biometric access to streamlining stadium entry to an interactive app that keeps fans informed and engaged. Each digital touchpoint is designed with the fans in mind, making staying connected and engaged year-round easier.
Listening to Fans: The Heart of Innovation
The heart of Club Brugge’s innovative approach lies in listening to their fans. Rypens stresses the importance of feedback in shaping the club’s strategies. “Any feedback is better than no feedback,” he explains. By actively seeking fan input through focus groups and surveys, the club ensures their innovations are aligned with fan expectations and desires.
Takeaway: Build a feedback loop. Regularly gathering fan input keeps strategies aligned with what fans truly want and need.
This dedication to listening and adapting has positioned Club Brugge as a trailblazer in fan engagement. As Thomas reflects on his role, he expresses a clear mission: to create a fan experience that is as thrilling and dynamic as the game itself.
Looking Ahead: The Role of Data Talks in Fan-Centered Innovation
In an ever-changing landscape, Rypens’ insights remind us that the key to successful engagement lies in valuing and understanding the voice of the fan. By prioritizing authentic connections and embracing innovation, Club Brugge is setting a standard for others to aspire to.
At Data Talks, we empower clubs like Club Brugge with the tools and insights to put fans at the heart of their engagement strategies, making real-time fan feedback and data-driven innovation central to their success.
As they continue to evolve, one thing is clear: the future of sports engagement is all about putting fans first.
Listen to the full episode of the Data Talks podcast to dive deeper into Thomas Rypens’ strategies and hear firsthand how football clubs are transforming fan engagement. Discover actionable insights and learn how to apply these principles to enhance your fan engagement efforts.
