Brøndby IF’s Fanzone: one of the best fan zones in Scandinavia

By May 27, 2019
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© Brøndby IF © Brøndby IF

During ESSMA’s Fan Experience Workshop at Legia Warsaw, Thomas Skov Petersen - Marketing Manager at Brøndby IF - shared insights on the club’s recently opened fan zone, which can be seen as one of the best fan zones in Scandinavia.

 

As Brøndby IF’s core value is their fans and their community, they want to develop facilities to support fan culture and fan engagement focusing on four main segments: kids and families, mature loyals, opinion leaders and ultras. In November 2017, they opened the E. Skovdahl Fan Lounge for their mature loyals, each match the hospitality area hosts 500 premium season ticket holders. Furthermore, in March 2018, the club opened their Family Lounge, which includes indoor and outdoor activities for up to 1,000 children. The need to provide dedicated facilities to their opinion leaders and ultras resulted in the implementation of their new fan zone.



“To Brøndby IF it is all about football. About inclusion and bringing people together across culture and geography. About a community that creates value and forms ties. About experiences you remember. We want to create the foundation and facilities to support the best fan culture in Scandinavia.”

 

Concept proposal and process

 

Part of Thomas Skov Petersen's presentation.

 

The total budget for a 2,200 capacity fan zone was €1.5 million including sponsorship deals with Carlsberg as main partner in the process. A task force was appointed to define the concept of the fan zone consisting out of 2 SLOs, 2 fan representatives, Carlsberg as a sponsor and the Brøndby IF Marketing  team. They met with fans and gathered inspiration from concerts, festivals, markets and other events. Ultimately, they came up with a brief for inspiration & references and a “No go” brief to the architect.

 

“Brøndby IF’s new Fanzone will be a new area outside the stadium where fans want to meet before every home game. A place where you can join the community and where you can get something nice to eat and drink.”  

 

 

Part of Thomas Skov Petersen's presentation.

 

The architect came up with a concept for a fan zone where fans had direct access from the stand. It was divided into four large zones (without actually creating any form of physical separation). In September 2018, the fan zone was officially opened with positive feedback from the fans.

 



 

Results so far

  • Increase of 58% in season ticket holder sales for the 2018/19 season
  • On average 1,500 to 2,000 visitors in the fan zone
  • Increase of 15 to 20% in terms of F&B revenue
  • Average spend/fan in the fan zone is 110% more compared to the entire stadium
  • "Stadium vicinity” was rated 10/10 in the Fan Experience Company Report

 

 

Go to our ESSMA Flickr account for more pictures.

  

  Access his presentation on the ESSMA Knowledge Platform  

 

 

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