The Modern Football Fan

Home , Alex Hunter (character), Kinda Funny, Match of the Day, Soccer AM, Steph Houghton, Toni Duggan

WHAT MAKES THEM TICK? An exploration of their behaviours, their values, their motivations

01 INTRODUCTION INTRODUCTION

On the one hand, they are priced out of the COPA90 live game. On the other, the proliferation of social platforms has given them unfettered access to football content and players.

This paradox inspired COPA90 to explore what makes THE MODERN FOOTBALL FAN the modern football fan tick - their behaviours, their Today’s football values and their motivations. To do this, we have focused on those fans now fans have transforming the football landscape - fans aged - to capture the demographic between 16 and 24 THE MODERN FOOTBALL FAN and attitudinal factors that will shape the future of come of age in the beautiful game. COPA90 a paradoxical Meet the ‘Modern Football Fan’. ON THE FOLLOWING PAGES, we highlight the 15 environment... major shifts and changes in football fandom that tell how this new generation of fan relates to and is changing football.

The fan insights we present were sourced during February 2018 via a variety of proprietary quantitative, qualitative and video diary methodologies and further validated by secondary research.

Our study is intentionally ‘NEUTRAL’ - focused on young fans, irrespective of their awareness of . 02 03 COPA90 EXECUTIVE SUMMARY EXECUTIVE SUMMARY COPA90

THE MODERN

FOOTBALL FAN: THE MODERN FOOTBALL FAN The Modern Football Fan inhabits a landscape in which traditional TV sports broadcasting is in decline, and platforms are in the ascendant.

These fans are worldly, culturally ALL CHANGE: curious and passionate – about 5 KEY WAYS THE MODERN FOOTBALL FAN IS CHANGING FOOTBALL football, yes, but also (coming a THE MODERN FOOTBALL FAN close second): music and I With their content consumption driven by immediacy gaming. and mobility, Modern Football Fans are accelerating a shift in the balance of power within football – away from traditional Gaming has provided them media formats that encourage passive lean-back consumption in favour of active participation, with fans themselves taking a with an education – creating a driving seat in creating and distributing content. COPA90 Executive Summary new fan perspective that blurs the II Modern Football Fans are also driving a shift away line between reality and virtual, from old voices of authority towards younger, culturally and between the local, national more diverse and multi-faceted commentators. and international game. WHAT’S HAPPENING? III By pulling in a patchwork of perspective during games via an extended network that adds texture to their viewing of the A new generation of fans is relating to and changing the game of game, Modern Football Fans are building the importance of differentiated opinion – and its positioning as an antidote to a shift towards algorithmic football in many new and surprising ways. control in other aspects of daily life.

IV Modern Football Fans preferred social safe havens – notably, WhatsApp - have become the epicentre of a new form of football conversation WHO’S DRIVING THIS? increasingly characterised by a new tone with memes not just enhancing but becoming the game’s modern language. These young fans are a generation priced out of the live game. Yet V By more actively creating and distributing their own content, Modern thanks to the proliferation of social platforms, they enjoy greater - and closer Football Fans have spurred on players to hand over greater control to their - access to football content and players than any generation before them. audiences - like any good social brand nowadays.

Aged 16 to 24, their behaviours, their values and their motivations are now In these ways and more, Modern Football transforming the Modern Football landscape. Fans are posing major challenges and new

opportunities the rest of us must now meet. 04 05 CONTENTS CONTENTS COPA90 THE MODERN FOOTBALL FAN s en sTHE MODERN FOOTBALL FAN

COPA90 cONt CONTENTS

8-9 THE BROADCAST CONTEXT 50-55 PLAYER BRANDS ON THE RISE

10-15 THE FAN CONTEXT 56-59 SECOND TEAM FOOTBALL FIX 60-61 FLUID IDENTITY CONSTRUCTION

16-19 NARROWING THE US/EU DIVIDE 62-65 THE RISE OF FAN-ALYSTS 20-25 NEW BASTIONS OF POWER 66-71 BLURRED LINES (BETWEEN VIRTUAL & PHYSICAL) 2

26-31 AN EVER EXPANDING FOOTBALL UNIVERSE 72-75 ONLINE GAMING & eSPORTS

32-33 NEW VOICES OF AUTHORITY 76-77 A PARALLEL UNIVERSE: YOUTUBE FOOTBALL TEAMS

34-39 YOU’LL NEVER WATCH ALONE 78-81 THE FEMALE GAZE

40-43 DARK SOCIAL CIRCLES 82 CLOSING THOUGHTS 3

44-47 MEANING IN MEMES 48-49 CURATING + CREATING FOOTBALL CLOUT 1

06 07 THE BROADCAST CONTEXT THE BROADCAST CONTEXT Q: COPA90

Which of the following threats should the The sports industry be most concerned about?

THE MODERN FOOTBALL FAN Context

ª: Sky’s Live TV viewing figures dropped1 4% (Source: The Financial Times)

over the 2016/17 season. THE MODERN FOOTBALL FAN

TWITTER has signed a deal to live stream select Thursday night NFL matches. It will also stream 31+ COPA90 major golf tournaments online, free of charge after securing the rights to broadcast the entire PGA Tour. (Source: Mediacom)

Today’s modern football landscape is defined by the declining influence of traditional TV sports broadcasting.

Increasingly, sports broadcasting rights are going to non-traditional media % of sports industry lead- sources – for example, Premier League highlights end up on Twitter, 57 the 2017 Champions League Final was viewed on YouTube, and MLS ers cite the shift in consumer behaviour of is found on Facebook. younger generations as the ‘top threat faced by

With the exponential rise in over-the-top distribution the industry’. (Source: PWC) (OTT), digital powers like NETFLIX and AMAZON are now rewriting the rules for mass market content.

This means it is only a matter of time before these digital players also muscle in on sport and football.

As a result, we are on the cusp of a new era of live football broadcasting and, in this landscape, a new breed of fan is emerging.

Meet the ‘Modern Football Fan’.

08 09 THE FAN CONTEXT THE FAN CONTEXT COPA90 THE MODERN FOOTBALL FAN THE MODERN FOOTBALL FAN COPA90

The Modern The Modern THEFootball Fan FANFootball Fan CONTEXT

010 011 THE FAN CONTEXT THE FAN CONTEXT Our research COPA90 points to the What the Modern Football Fan is Passionate About

THE MODERN FOOTBALL FAN of a

distinctive new Technology—71%

—— • Tennis—24%

Skateboarding—7% generation of —— •

—— Music—77% • THE MODERN FOOTBALL FAN

—— Rugby—26% •

football fan aged —— • Basketball—16%

COPA90 —— 16 to 24 years • Gaming—80%

old: the ‘Modern —— The Modern • Football Fan Fan’. Travel—51% Cars—45%

——

• —— The Modern Football Fan is worldly, culturally- •

curious and passionate. Film—66%

——

And the things they are passionate about are no longer lived and loved in • Current Affairs / Politics—49% Affairs Current isolation from each other thanks to the unifying impact of social media where

content around their differing interests is pooled into the same feeds. —— • Fashion / Lifestyle Etc.—34%

It goes without saying that the Modern Football Fan is passionate about the ——

beautiful game. But music and gaming come a close second. •

So throughout this study, we have looked at the different ways these passions cross over - and how new behaviours and innovations in gaming and music

¥ Source: online survey, February 2018 (N. 515, 16-24 year old UK based football fans) online survey, ¥ Source: will affect the football content in the future.

012 013 THE FAN CONTEXT THE FAN CONTEXT

02. The Modern Football Younger Modern Football Fans aged Fan’s Football Diet 16 to 20 years old are more focused on participatory-focused purchases (football boots, video games, team kit etc.) than their

THE MODERN FOOTBALL FAN older counterparts aged 20 to 24. 16-24 year old WATCHING LIVE GAMES 34% 20 to 24 year old Modern Football Fans (ONLINE OR IN PERSON) fans i n PLAYING FOOTBALL 13.8% spend more heavily on spectator-focused GAMING 16.6% t h e u k : SOCIAL MEDIA BANTER 8.6% services and products (game tickets, TV MATCH ANALYSIS & 11% SCORE UPDATES subscriptions, etc.). TRANSFER GOSSIP 6% THE MODERN FOOTBALL FAN CONSUMING FOOTBALL 7% CULTURE (INTS / DOCS) OTHER 3%

01. Average football-related spend over a three-month period

(Two different ways of displaying the data needed) COPA90 03. Football conversation of UK 04. Football content shared 16-24 year old football fans on social media by UK 16-24 16-24 year old football fans year old fans i nThe t h e uModern k : The Modern

Football Fan 89%Football 69%Fan % 16-24 year old fans 8% 10% i n t h e u k : TALK TO FRIENDS AND READ FOOTBALL SEVERAL ONCE FAMILY ABOUT FOOTBALL TRANSFER GOSSIP TIMES A DAY A DAY GAME TICKETS 29% £ TV SUBSCRIPTIONS 16.7% MATCH DAY TRAVEL 8.7% SINGLE GAME TV PASSES 2.6% SHIRTS 10% NOTHING 16% 81% 54% FOOTBALL VIDEO GAMES 17% <£20 30% BOOTS 6% £20-£50 32% 25% 15% FOOTBALL KIT 4% £50-£100 13% MAGAZINES / BOOKS ETC 3.1% £100-£200 6% READ FOOTBALL CHAT TO FRIENDS ON ONCE A ONCE A OTHER 1.7% £200+ 3% NEWS OR GOSSIP PRIVATE SOCIAL GROUPS WEEK MONTH (WHATSAPP ETC.) ¥ Source: online survey, February 2018 (N. 515, 16-24 year old UK based football fans) online survey, ¥ Source:

014 015 A NARROWING OF THE EUROPE / USA DIVIDE A NARROWING OF THE EUROPE / USA DIVIDE COPA90 MOST FOLLOWED EUROPEAN TEAMS

Club legacy and marketing are having a powerful impact on team choices among both Western European and US fans. In Europe, the biggest and best-known football clubs top the list. In the US, meanwhile, fans are heavily THE MODERN FOOTBALL FAN biased towards European clubs that WESTERN EUROPE have spent big promoting themselves in North America over the past decade.

Males 16-24 years old

USA DIVIDE AMERICA UNITED STATES OF A NARROWING OF THE THE MODERN FOOTBALL FAN

COPA90 EUR OPE

The Modern The Modern Football Fan Football Fan MANCHESTER UNITED — 13% MANCHESTER UNITED — 13% MANCHESTER CITY — 8% BAYERN MUNICH — 11% REAL MADRID — 11% REAL MADRID — 17% BARCELONA — 12% BARCELONA — 18% LIVERPOOL — 10% LIVERPOOL — 11% JUVENTUS — 13% CHELSEA — 10% ÷016 017 A NARROWING OF THE EUROPE / USA DIVIDE A NARROWING OF THE EUROPE / USA DIVIDE COPA90

52% 51% 40% 35% 25% Summer NFL NBA FIFA World Cup NHL Olympics THE MODERN FOOTBALL FAN

21% 21% 19% 22% 21% US Open Wimbledon European Major League Premier Championships Soccer League

SPORTING EVENTS / TOURNAMENTS WATCHED ON TV / ONLINE THE MODERN FOOTBALL FAN 18% 18% 16% 14% 14% Champions Europa La Liga Bundesliga Serie A League League COPA90 Established leagues and tournaments in Europe are being followed by growing numbers in the US. With domestic sports 13% 52% 49% 48% 32% brands like NFL experiencing an identity Ligue 1 FIFA World Cup Summer European Formula 1 Olympics Championships The Modern crisis at grassroots level, ‘soccer’ is well- The Modern placed to increase its following amongst Football Fan young Americans. Football Fan

29% 45% 42% 39% 32% Wimbledon Champions Europa Premier La Liga League League League

USA WESTERN EUROPE

USA FOOTBALL WESTERN EUROPE COMPETITIONS FOOTBALL COMPETITIONS 28% 25% 23% Bundesliga Serie A Ligue 1 Ω Source: GWI online survey Q3/4 2017, 16-24 year old males, W. Europe (N. 66.6k) & N. America (N.31k) Europe GWI online survey Q3/4 2017, 16-24 year old males, W. Ω Source:

018 019 NEW BASTIONS OF POWER NEW BASTIONS OF POWER COPA90

NEW BASTIONS

THE MODERN FOOTBALL FAN OF THE MODERN FOOTBALL FAN COPA90

The Modern The Modern Football Fan Football Fan

020 021 NEW BASTIONS OF POWER NEW BASTIONS OF POWER

“When you can see all the goals on your phone immediately after the game, it makes programmesCOPA90 like ‘The Football League Show’ obsolete.” - Fan, 22

“You can now get all the goals on Snapchat - it’s like ‘Match of the Day’ on-the-go!” - Fan, 18 THE MODERN FOOTBALL FAN “You can get the same level of analysis from the comments below a tweet with the highlights, you The Modern Football Fan is moving don’t nee away from traditional media formats d to stay up and be in the house for a specific time.” - Fan, 24 that encourage passive, lean-back football consumption.

Match of the Day still benefits from a nostalgic glow – our research found that it remains a favourite for

An industry view … THE MODERN FOOTBALL FAN 82% of 16-24 year olds ¥. But this is already starting to change as linear “You might get scale broadcast, feature-length highlights and analysis shows struggle to keep with programmatic ad- pace with new patterns of content consumption behavior. COPA90 vertising but there's

The Modern Football Fan’s content no engagement, and consumption is driven by immediacy and mobility. These fans want their you are ultimately Thefootball fix Modern on their terms, seeking it The Modern during the moments that matter and COPA90 Predicts: force-feeding an ad- Footballeffectively pulling together Fan their own As action increas- Football Fan highlights packages. ingly gets reduced vert that is intrusive. to fragmented moments, traditional You might get scale media will collab- orate more with by sponsoring ‘Soccer digital / social media players to Saturday’ - like Gillette bring to life their coverage in a way has done, but again which suits the tastes of young there's no engage- audiences. ment. What you're getting with fan media is

¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source: engagement at scale.” 022 (Source: The Drum)023 NEW BASTIONS OF POWER NEW BASTIONS OF POWER COPA90 27.5%

Live TV

17.4%

YouTube THE MODERN FOOTBALL FAN

8.7%

Twitter 5% 9% 12% 12% 14% 20% 21% 52%43% 52%71% 82%

Goal.com Official Club TalkSport F2 Freestylers COPA90 Monday Soccer AM BT Sport Sky News Match of the Day Channels 7.9% Night Football

Facebook THE MODERN FOOTBALL FAN UK UK football 7.1% 16-19 16-19 year old

COPA90 Games Console year old fans’ Top three most popular 6.2% football fans’ The Modern FOOTBALLThe Modern MEDIA BRANDS

On-Demand FootballTV Fanfootball Football Fan

4.5% content

Football Websites VIEWING, 2% split by

Newspaper / Magazines platform ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

024 025

. . - AN EVER EXPANDING FOOTBALL UNIVERSE AN EVER EXPANDING FOOTBALL UNIVERSE COPA90

stream

of fans THE MODERN FOOTBALL FAN

L CHANGED bigger and broader 96% THE MODERN FOOTBALL FAN appetite for bite-size chunks of chunks bite-size for appetite HAVEN’T COPA90 odern Football

The Modern The Modern Football Fan fans can content football of pool Football Fan of constant content has emerged new normal Today’s football fan’s primary way to show sup - football fan’s Today’s SOME THINGS It also found that M A EVER-GROWING every week. Our research found every week. Our research ans now have an insatiable ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

026 027 access has made their footballing universe access has made their footballing ¶ ¶ watching or port for the game they love remains ing The which is creating an instant craving amongst fans. This which is creating had watched football on live TV in the preceding 30 days¥. had watched football on live TV in the preceding ¶ content delivered by their social feeds. And this And feeds. social their by delivered content football consumption is closely shaping their perceptions of the game. ¶ AN EVER EXPANDING FOOTBAL UNIVERSE F . .

AN EVER EXPANDING FOOTBALL UNIVERSE AN EVER EXPANDING FOOTBALL UNIVERSE FAN FACTS... COPA90 MEMES

50% of fans start looking for con- 29% 50% tent related to an upcoming fixture 1-3 days be- THE MODERN FOOTBALL FAN soap opera gifs , fore the game and 29% a day after the game.¥ 90mins of football con -

76% 78% 84% 24/7 96% highlights , THE MODERN FOOTBALL FAN

eco-system 96% watch live football on TV, 76% watch football highlights online (rising to

for 16-19 year olds). watched football highlights on TV in the last 30 days¥ clips , 78% 84% COPA90 ’ sets in for modern fans - the

The Modern WITH NO SIGN YET OF FATIGUE The Modern Football Fan Football Fan

FOMO Facebook has 400m+ football fans as users while Instagram, which joined the Facebook family in 2012, offers 140m+. (Source: Facebook)

79% LIVE TV

75% YOUTUBE

81% 16-19 YO It is an ‘always on’ content environment in which foot - It is an ‘always on’ content environment and different types of As fans are exposed to more and different Fans are consuming almost the same amount of football content on YouTube as TV. For young-

¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source: er fans, it’s even more: 79% live TV + 75% YouTube (81% 16-19yrs)¥ 028 ¶ ball has evolved into an ongoing more of the game they are exposed to, the more they more the to, exposed are they game the of more want to consume … is being driven by the new that fans need to consume regularly through snack-style through that fans need to consume regularly to keep up with fast-moving narratives. content in order ¶ as a football content, their appetite will continue to grow sense of cultural ‘ tent which now includes: now which tent and not only for each game, comments - appearing but during key moments inside the AN EVER EXPANDING FOOTBALL UNIVERSE AN EVER EXPANDING FOOTBALL UNIVERSE

What content beyond the 90-minute game excites the Modern Football Fan? COPA90

Life outside the 90 mins has never been so varied for football fans:

Editorial—3%

——

• COPA90 Predicts: Other Football Formats Other Football Formats (futsal, 5-a-side)—11% Football’s loudest

THE MODERN FOOTBALL FAN —— (i.e. Hashtag United)—21% Youtube Football Teams Football Teams Youtube Brand shift …

• voices will search for

Budweiser’s shift ways to be heard be- ——

• from primary spon-yond the social me- sor of the FA Cup to dia storm, leveraging a partnership withwhatever they can in Football Challenge Videos Football Challenge Videos (i.e. F2 Freestylers)—27% Twitter to sponsorpopular culture. From

—— video clips is an in-cinema red carpet • Overseas Leagues—17% dication of the pow-screenings to cul-

—— Highlights—78% er of highlights fortural cross-over live •

—— the Modern Football events, football will • Fan (Source: Tele-continue to be elevat- THE MODERN FOOTBALL FAN graph)ed in the public con- sciousness. Juventus

Documentaries—44% on Netflix is just the

—— beginning … • Interviews—54% COPA90

—— Talk Shows—36% Talk The ever-growing pool of football •

—— content fans can access coupled • with an ‘instant craving’ piqued by key moments has created an insa- The Analysis—56% Modern Thetiable demand Modern for both short and

—— long form content that shows no • Football Fan Footballsigns of abating. Fan

For Modern Football Fans, the game is still punctuated by thrilling on- pitch moments that they want to see As the creation of content becomes State-owned Norwegian broadcaster NRK is a traditional player taking a live. But this is increasingly buoyed ever more de-centralised, clubs more disruptive approach to meet new consumptions needs / patterns. DISRUP- and maintained by daily dramatic may struggle to ‘control the narra- For teen series SKAM, it released episodes in real-time with no prior warning, twists and comedic sub-plots that tive’ and make themselves heard TIVE EX-direct to social media. All characters had their own Instagram accounts which evolve rapidly on social media. above the noise. were updated in time with SKAM’s breaking stories. (Source: The Fader) AMPLE... Manchester City’s forthcoming series with Amazon Video and Ju- What fans say … ventus’ fly-on-the-wall Netflix documentary are innovative ways for “I’ll always have some football-related content on the back- COPA90 Predicts: teams to own narrative in this new Disruptive content environment. ground while I work - either a live stream or a documentary.” forms in TV may soon

¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source: - Fan, 18 come to live football.

030 031 NEW VOICES OF AUTHORITY FAN

NEW VOICES OF AUTHORITY COPA90 Old voices of authority are losing their appeal. POET The Modern Football Fan is less willing to settle for tired TV punditry that chooses to focus on refereeing decisions rather than interesting and passionate analysis. THE MODERN FOOTBALL THE MODERN FOOTBALL New formats like ‘Filthy Fellas’NEW and ‘Comments Below’ do a better job of reflecting the type of passionate debate modern fans are having with their mates,VOICES in both style and vernacular.

Traditional gatekeepers of football analysis and cultural commentary are also falling out THE MODERN FOOTBALL FAN of favour, usurped by younger, culturally diverse and multi- faceted commentators that more closely resemble the Modern AU- Football Fan. OF

COPA90 Neutral voice and platforms "In shows like Filthy Fellas there’s no mincing like specialist football media of words, it’s raw, it creates discourse and and journalists are relied upon controversy; [I can relate to it because] you don’t to balance the increasing always want to speak to your fellow fans; when prevalenceThe of officialModern club media Arsenal lose IThe don’t want Modern to speak to a Gooner, I on their feeds (20% of 16-24 want to speak to a rival fan... that’s gonna create year Footballold fans follow footballFan banter - it’s painfulFootball but it’s fun” - FanFan, 18 journalists on socials¥ ). THORI- “It’s realistic the way these shows pit rival fans V These formats and resources against each other - it reflects how you speak U

better meet the needs of the to friends at school on a Monday morning after J Modern Football Fan as they seeing your team play at the weekend; win or lose represent a passionate and direct you want to mock your mates” - Fan, 16 interaction in their language with similarly-minded fans. TYCOPA90 Predicts: “You can’t trust the club Instagram. It’ll say ‘we A continued fight for the right to be were unlucky’ when, in reality, we were just editor of choice for a generation rubbish for 90mins.” - Fan, 17 who no longer trust the old media diet. They’re looking to connect in a visceral way which packs a punch and not rely solely on clichéd platitudes 032

033 ¥ Source: online survey, February 2018 (N.515, 16-24 February 2018 (N.515, 16-24 online survey, ¥ Source: year old UK based football fans) YOU’LL NEVER WATCH ALONE YOU’LL NEVER WATCH ALONE YOU’LL COPA90 THE MODERN FOOTBALL FAN

NEV R THE MODERN FOOTBALL FAN E The Modern Football Fan has grown up streaming games alone in their bedroom. However, though they may be physically apart from other fans, they are never COPA90

The Modern The Modern WATCHFootball Fan Football Fan

YOU ARE HERE ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source: ALONE034 035 CHATS WITH FRIENDS. WHATSAPP GROUP TO SHARE IN THEIR AND RELEVANT INFO TO FIND MEMES OF SOCIAL FEEDS STANT CHECKING GAME, WITH CON WATCHING THE STREAMING OR REVOLVES AROUND ERN FOOTBALL FAN DAY FOR THE MOD A TYPICAL MATCH

YOU’LL NEVER WATCH ALONE YOU’LL NEVER WATCH ALONE COPA90 THE MODERN FOOTBALL FAN alone because they- socialise - actively via digital spaces.

Our research found that 31% of fans are no longer able to attend a live game ¥.

This is a generation for whom socialising in digital spaces is a more comfortable experience than interacting in person, and through digital they enjoy a shared viewing experience.

A typical match day for the Modern Football Fan revolves around streaming or watching the game, with constant checking of social feeds to find memes and relevant info to share in their WhatsApp group chats with friends.

An important aspect of this behaviour is that the Modern Football Fan pulls in a patchwork of perspectives during THE MODERN FOOTBALL FAN games. So they are not only connected to friends and fellow fans but also rival fans, journalists and general online commentators - a far-reaching network of relevant voices that add texture to their viewing experience.

Modern Football Fans are also cognisant of the ‘echo chamber’ effect of platforms like Instagram which can skew their perspective on games.

COPA90 They see it as vital to utilise a broad network of online perspectives to get a 360-degree perspective on the game. Although the means of consuming football is becoming more individualised on devices, fans are still getting a rich, Theconnected Modern social experience during games through The Modern Footballtheir private Fan and public social networks. Football Fan

“YOUNG FANS LOOK TO COPA90 Predicts: As young fans look to ‘avoid the echo chamber’,a new platform or social tool might intentionally deliver differentiated opinion to the Modern Football Fan - the antidote to the algo- ‘AVOID THE ECHO CHAMBER’, rithmically-controlled lives.

AND FIND THE ANTIDOTE Brands in football will in turn take note; being different is better. TO THEIR ALGORITHMICAL- LY-CONTROLLED LIVES.” ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

036 037 YOU’LL NEVER WATCH ALONE YOU’LL NEVER WATCH ALONE What fans say … Fan facts … COPA90

“It used to be really hard staying up to watch games 79% of under-25s in the UK ‘SECOND when I was younger. But now, with TWITTER and SCREEN’ (Source: Google)

THE MODERN FOOTBALL FAN while watching TV INSTAGRAM, it’s like I’m watching with loads of

other people at 3 IN THE MORNING” – Australian fan, 22 65% of Millenials and Gen-z interact with We’ve agreed that no-one is allowed to message in the group chat until half-time - that way we each other digitally more than they do in can concentrate on the game, but you know the real world (Source: The Independent) THE MODERN FOOTBALL FAN when something big happens you have to post

something!” - Fan, 17

COPA90 “Younger fans (aged 18-34) are “When I was YOUNGER, I used to play FIFA with my mates online whilst streaming the game - that way we considerably more likely than their older The Modern The Modern could watch, play and chat about the game.” - Fan, 16 Football Fan counterpartsFootball to Fansay they stream live

“INSTAGRAM is definitely an echo chamber, and you can get a football matches online through an distorted view if you only follow official accounts. But on unofficial provider - 65% do so at TWITTER you’re more likely to follow more diverse people and

stuff that’s viral will go to the top - so it’s a bit more open.” - Fan 17 least once a month compared to 33%

of 35-54 year olds.” (Source: BBC) ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

038 039 DARK SOCIAL CIRCLES DARK SOCIAL CIRCLES COPA90

THE MODERN FOOTBALL FAN D A R K

O THE MODERN FOOTBALL FAN

SCOPA90 C I A L

The Modern The Modern Football Fan Football Fan C I RC LE S ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

040 041 DARK SOCIAL CIRCLES DARK SOCIAL CIRCLES

WhatsApp group chat has become the epicentre of esty and transparency will be key for those wanting to lev- COPA90 the Modern Football Fan’s football conversation. erage this passionate epicentre of fan communications.

Our research found that 58% of 16-19 year olds in the UK What fans say …

now regularly use WhatsApp for football chat, compared with “I’ll re-tweet something about Arsenal if I know if 32% who posted something football-related on Snapchat, my mate who’s a fan is go-

THE MODERN FOOTBALL FAN D A R K ing to see it.” - Fan, 17 24% who Tweeted, and 15% who posted on Instagram.¥ Though fans are still active on their public social profiles, they are planning for the future ripple effect of their social posts via WhatsApp. Seeing celebrities they look up

to, like Stormzy, being mischaracterised and maligned in “Football Twitter is so harsh - you post one

the media because of old tweets is making them more cau- comment to some news or THE MODERN FOOTBALL FAN content and you’ll imme- tious with what they put out on their own public profiles. diately get eight replies, all of which will be hate.” The groupO chat is a safe haven from this, however. It - Fan, 18

SCOPA90 acts as a virtual Cclubhouse for friendships Iforged Athough L Fan data … and based around football. In these private social net- 20% of 16-19 year old football fans are part of works, fans can more comfortably express their passion, a private football chat The Modern group. 23% belong to an dismay and heartache without fear of broader reprisal. official supporters club.¥ Football Fan Brands and clubs have already begun responding to 52% of fans aged 16-24 have fewer than 500 fol- this trend. adidas’ Tango Squad is a team of foot- lowers on social media - they’re not prolific social ball influencers who operate purely on ‘dark social plat- users aiming to grow a following.¥ forms’ - like FB Messenger and WhatsApp - where Brand shift … the most authentic conversations about football happen. Footwear brand Clarks has joined the growing C I RCnumber of LorganisationsE S and music artists using WhatsApp for promotional campaigns. COPA90 Predicts: Platforms competing to ‘own’ the so- (Source: Music Ally)

¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source: cial safe haven (and so the messaging dialogue within it, letting in only those brands who truly benefit042 fans). Hon- 043 DARK SOCIAL CIRCLES DARK SOCIAL CIRCLES COPA90 HEAD: CURATINGHEAD: CURATING AND CREATING FOOT -AND CREATING FOOTBALL CLOUT BALL CLOUT

What fans say … - FAN, 17 The ability to rapidly filter and curate content for a fan’s own THE MODERN FOOTBALL FAN private networks is a highly valued skill in a world characterised by unprecedented volumes of readily accessible content.

As a result, the Modern Football Fan is more reliant on sourcing content creators - who they hold in high regard. THE MODERN FOOTBALL FAN

'CREATORSHIP’ IS STILL IN ITS INFANCY. But with more than 1 in 10 16 to 24 year old UK football COPA90 fans already creating their own content each week ¥ , the number of creators amongst modern fans is on the rise. And while there’s a hesitancy amongst some fans about opening themselves up for Thecriticism Modern(or ridicule), the The Modern promise of having a one-hit FAN DATA … wonderFootball viral post on Fan Football Football Fan Twitter often outweighs this. A massive 54% of 16- 19 year old football COPA90 Predicts: With fans have a Spotify creativity on the rise, broad- subscription - they are casters may explore ways to integrate meme-creat- comfortable paying ing tools into their service for digital content and to encourage content creation and sharing. Being are influenced by the able to watch the match normalcy of play-list- and craft a meme whilst you’re watching feels a very ing environments. ¥ near-future opportunity. ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

044 045 PLAYER BRANDS ON THE RISE PLAYER BRANDS ON THE RISE COPA90

PLAYTHE MODERN FOOTBALL FAN ER

BRANDSBRANDS THE MODERN FOOTBALL FAN RISE ONCOPA90 THE The Modern The Modern Football Fan Football Fan ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

046 047 PLAYER BRANDS ON THE RISE PLAYER BRANDS ON THE RISE

One of the defining qualities COPA90 of the modern game is the access fans have to players off the pitch through social media. tors in their own right. In social’s more quantified landscape - one where certain players have more followers Playful personalities like Benjamin Mendy and Michy Batshuayi are comfortable speaking than the clubs for which they play - the power of the player in the language of Football Twitter and can ingratiate themselves with a younger, often THE MODERN FOOTBALL FAN brand is ever more conspicu- ous to fans and advertisers. more partisan fanbase. Clubs can build a ‘soft power’ strategy around these types of play-

The Modern Football Fan is of- ers, who can become the alternative, online voices for their teams. ten cynical about the commer- cialisation and management of these channels, however. However, any online persona needs to grow from a seed of authenticity, as modern fans Far from being simply left are extremely vigilant for content that feels false or too polished. starry-eyed by the behind- the-scenes content, they can THE MODERN FOOTBALL FAN quickly sniff out a player that is trying to build their own ‘media brand’ via socials, or polished, managed posts sent out by a management team. Metallica arena shows where audiences are asked to vote on what their next song should be. Could this be a logical next step with footballer social profiles? COPA90 Fans know that any good quality content from players will float to the surface of other football gossip / content profiles, so there is no need The Modern to follow hundreds of players to stay in the conversation. Football Fan

Big numbers and alle- giance to their clubs doesn’t guarantee a deep engagement on a player’s posts.

Players who manage to au- thentically build on their on-pitch / public personas with their off pitch social strategies, are reaching a growing partisan following. pitch personalities with off- other cultural worlds, (such as and put value on the ability Fans see players like Héc- pitch activities on social media. fashion and music) adds a depth to be culturally omnivorous. tor Bellerín and Jesse Lin- and complexity to their per- Other players like Mendy (de- gard as interesting because The way these players - and sonal brand. It also resonates spite being injured) are using

¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source: of the way they’ve built their football personalities like Vuj - deeply for young fans who are their access to become reliable brands by marrying their on- are able to smoothly navigate passionate about these worlds, meme and content crea- 048 049 Why would I follow RONALDO on Instagram, his posts are basically

PLAYER BRANDS ON THE RISE PLAYER BRANDS ON THE RISE COPA90 What fans say ... “It’s obvious that the stuff on EVRA’s profile is all set up - no one is that excited or happy all the time. Though it’s become a bit cult because he’s so over the top it’s kinda funny.” Fan 24

“I like following YOUNGER PLAYERS who don’t have huge followings, the stuff THE MODERN FOOTBALL FAN they post is more raw and relatable. They’re less media trained.” - Fan, 17

“I find that MOST PLAYERS’ social media accounts are so dour and robotic COPA90 that there isn’t much point following them anyway” – Man City fan, 17 Predicts: Injury lay-offs may turn some athletes into unofficial club spokes- people / content generators. Those Why would I follow RONALDO on Instagram, his posts are basically with interesting personalities and control of their socials will find all adverts!” - Fan, 22 brand new ways to add THE MODERN FOOTBALL FAN value to their clubs. “I follow players because they’re my team, but you can tell some of them have the same PR PERSON managing their posts - Fan, 22 COPA90 “I really liked the STORMZY and POGBA video as it showed that clubs are paying more attention to what fans are doing away from football.” - Fan, 16 The Modern The Modern “94% of sports fans on Instagram Football Fanuse the platform to see the personal Football Fan side of athletes. This kind of au- Fan DATA … thenticity is especially important to Millennial and Generation Z fans.” Source: Instagram Consumer Insights 2017

COPA90 Predicts: Athletes allow audiences to de- termine how they act, like using a Playstation con- 29% of 16-24 males in the US follow sport stars on US troller on FIFA social media. In Europe, the comparative figure is 33%. Source: t.b.c.

EU ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

050 051 SECOND TEAM FOOTBALL FIX SECOND TEAM FOOTBALL FIX COPA90 SECOND

THE MODERN FOOTBALL FAN TEAM FOOTFOOT--

BALLBALL THE MODERN FOOTBALL FAN COPA90

The Modern The Modern Football Fan FootballFIX Fan 22052 053 SECOND TEAM FOOTBALL FIX SECOND TEAM FOOTBALL FIX

The Modern Football Fan is less inclined than previous generations to set- COPA90 tle for enjoying just one team, style or dimension of the football world.

In today’s mass-saturation football content era, they are more exposed to goals, highlights and players from around the globe than ever before. In addi- tion, video games have conditioned a whole generation of fans to experiment with other teams and players - whether on FIFA or in a Fantasy Football League.

THE MODERN FOOTBALL FAN Currently, 46% of 16-24 year old fans in the UK support a second team, and of those 27% support three teams or more.

Many Modern Football Fans compliment fandom of a top division side by following a lower league / non-league club to have a visceral football experience regularly (due to low ticket prices), enjoy a greater sense of support- er community (and proximity), and see the game through a club-first, grass- What fans say … roots lens (rather than that of the powerful player brands in the top leagues). “I wouldn’t say ‘support’, but I certainly follow a Premiership team as well as supporting Grimsby. THE MODERN FOOTBALL FAN Conversely, fans from lower divisions tend to ‘follow’ (rath- I choose a team based on style of play as it can er than support) major teams as a means of participating in the be hard going, down in League 2... there’s loads more content and chat going around the big day-to-day conversation around the Premier League. clubs.” Fan, 22

COPA90 In this way, they enjoy the aspirational style of play currently absent from their own, lower league club. Fans are mixing and matching their football experiences to get their full football fix. The Modern The Modern Football Fan Football Fan COPA90 Predicts: Fans seek the proximity that ‘authentic’ football played at the low- Fan data …

est levels gives. It will mean a more The focus of dual fandom shifts with age, super- stars and credibility. 20-24 year old fans are more marketed club approach, where likely to support a non-Premiership team (53% stories and entire eco-systems de- Championship / EFL), our research found. 16-19 year old fans in the UK are more likely to follow velop around even the smallest a foreign top flight side - with the most popular being La Liga (41%) clubs to engage their fans – not

¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source: just the Premier League big boys.

054 055

SECOND TEAM FOOTBALL FIX SECOND TEAM FOOTBALL FIX

COPA90 Predicts: COPA90 Which player or team a fan chooses In the live music scene fans to support is traditionally determined by legacy, proximity and success. have polarised their activi- These still have an impact on who fans support as ties between arena shows their primary team. Yet Modern Football Fans are more comfortable than older generations in taking an

and intimate, grassroots active role in the construction of their own fan identity. - THE MODERN FOOTBALL FAN events… leading to a raft of These fans have mid-sized venues to close a more fluid down. Could the same hap- and nuanced pen to the smaller profes- understanding of sional clubs in the UK? identity that can intersect and diverge THE MODERN FOOTBALL FAN along racial, sexual, What fans say … cultural and socio- COPA90 “Clubs like Forest Green political lines.

Clubs like Lewes and Forest Green FC, for example, are being clever with have put progressive values at the top of their The Modern agenda and their ethicalThe stance Modernon sustainability and equality are already registering on fans’ radars. Football Fan their marketing - tapping Football Fan Elsewhere clubs like Dulwich Hamlet and Clapton FC are highly vocal in their support into values or topics of causes such as LGBTQ rights and racism.

This trend is in tune with a growing number that are important to of young fans active interest in current affairs and politics (55% 20-24 year olds). young people to

get attention.” Fan,

22 ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

056 057 IDENTITY CONSTR UCTION FLUID MEANING IN MEMES MEANING IN MEMES COPA90 THE MODERN FOOTBALL FAN THE MODERN FOOTBALL FAN

Fans’ conversations around the game they love is

characterised by a new tone of voice. A massive 42% of COPA90

16-19 year old fans in the UK regularly share football- The Modern The Modern themed memes or funny videos, compared with just Football Fan Football Fan 32% who share game-related highlights or video clips.

Memes are becoming part of the football conversation,

but this in turn is beginning to cause a shift where

fans want to actively avoid the same content.

058MEMES059 MEANING IN MEMES MEANING IN MEMES

Funny gifs or memes not only allow fans to say a lot in one quick Memes are increasingly important to the Modern Football Fan. COPA90 communication, they also enable them to express themselves No longer do they just add to the language of football, they are the more openly. Recently media commentators have gone as far as to modern game’s language. And to many, social media memes are describe how young males are utilising these visual content styles the new pundits. to express their emotions and mental health issues in ways that As with any successful meme, a successful football meme has THE MODERN FOOTBALL FAN they would struggle with in a face-to-face conversation. got to feel contextual, of the moment and layered with meaning, THE MODERN FOOTBALL FAN can now use image and rather than just irreverent or funny for funny’s sake. comedy to make quick-fire statements with a decreased fear of Captions especially can make the difference between being witty being judged for being too rude, arrogant, racy, snobby, stupid, etc. / interesting and cringey / juvenile. This allows for a multi-faceted This is vitally important in a combative group chat environment! approach to pitching a meme. And it can be in direct reference to a live / recent game, or as a THE MODERN FOOTBALL FAN ON 3RD APRIL ALONE 6,881 VIDEOS WERE CREAT- metaphor for events in daily life. ED BY 5,622 DIFFERENT ACCOUNTS AND POSTED ON SOCIAL FOCUSED EXCLUSIVELY ON RONALDO’S SCIS- Parody and comedy-based social accounts are also becoming extremely SOR KICK. HOW CAN ANYONE REALLY 'OWN A MO- MENT’ NOW, LIKE OREO DID IN THE SUPERBOWL?

COPA90 popular. They are now being followed almost as heavily as first team player profiles - followed by 31% of 16-24 year olds versus 36%, respectively. COPA90 Predicts:

Because social moments and memes are now simply a means of communication Accounts whichThe create Modern and curate moments in meme culture The Modern and the new normal, clubs, brands and publishers risk only being a part of the noise. have enjoyed Footballan increasingly Fan powerful voice in the digital football Football Fan As our young fans use language of ‘avoiding the algorithm’, the new winners will be landscape for fans, with clubs like Bristol City now copying these those who focus on meaningful interaction and being memorable. A return to tactics with great effect. the old values? With this just a part of the language and virtual wallpaper, it is fast becoming background noise. What fans say … Frequency of parody accounts and their ‘same same’ social “Clubs are much less formal on Twitter now - they post off-hand reaction is now actually causing a negative reaction. stuff like strange trendy transfer video. Some big clubs like Real Young fans have spotted the lack of heart to so much of this, and are now rebelling in a quest for something new. Madrid would probably frown on it, but here in the UK I think we’re They’re actively seeking to avoid the echo-chamber, looking for seeing a revolution in the way clubs handle their social feeds.” - .. new and different content from people, platforms, 060and publishers too Fan, 18 061

THE RISE OF THE FAN-ALYSTS THE RISE OF THE FAN-ALYSTS COPA90 7 0

82 8 THE MODERN FOOTBALL FAN 4

3 5 4

THE MODERN FOOTBALL FAN

3 The Rise of the COPA90 Fan-alysts The Modern The Modern 1 Stats, algorithms, data … the Football Fan FootballModern Football Fan Fan has ma- tured in a world where every possible metric can be tracked or measured in some way. 6 1

062 4 063 THE RISE OF THE FAN-ALYSTS THE RISE OF THE FAN-ALYSTS COPA90 5

Game data …

Football Manager entertains 8,000,000 players Fan data …

and Fantasy Football has 5,000,000+. Analysis is the second most de- sirable football content for fans. THE MODERN FOOTBALL FAN

1. 78% HIGHLIGHTS 4 2. 57% ANALYSIS No longer reserved purely for the mathematically-minded, statistics are now 3. 54% INTERVIEWS the way that young fans evaluate the worth of things - whether that be a new Source: Techradar music video on YouTube (by views), or their exercise routine (by distance / time).

In a highly-saturated football landscape, THE MODERN FOOTBALL FAN stats around players and games have man- What they say … aged to become social currency, and a way to “Aside from the clubs, players also have a huge prove your knowledge of - and dedication to - the beautiful game. stake in the (FM) data, beyond personal vanity. Now, scouting reports can affect real world contract nego- COPA90 Video games can provide the Modern Football Fan with a wealth of granular tiations and potential transfers to bigger clubs.” statistics, as well as a more nuanced way to look at football. It is also being Source: Techradar used as the starting point for predicting and discovering tomorrow’s talent. Scouts are becoming an ever more visible part of the TheThe FootballModern Manager scouting database, for example, has been li- modern game,The they may Modern yet become online person -

censed by professional clubs as a means of scouting in the real world. alities in their own right, sharing their knowledge on

Football Fan young or obscureFootball players as cultural Fan currency. This brings the professional world ever closer for fans, as well as allowing future super stars to marinade in the im- Source: Techradar 7 aginations of fans before their real world breakthroughs. COPA90 Predicts: Although Football Manager and similar franchises are not new, they The success of Spotify’s end seem increasingly relevant to modern fans in an age where statistics are of year stat campaigns show ever more pervasive (eg. xG / Opta Fan Forum) and where scouting effi- how compelling it can be to have your own statistics played back cacy arguably caused the greatest upset in Premier League history. 0 to you via storytelling. A similar story may occur within foot- 8 ball either via gaming or the stats of your favourite players 5

¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

064 065 The Rise of the BLURRED LINES BLURRED LINES COPA90

No commentary on the Modern Football Fan would be complete without putting a spotlight on the cultural influence of gaming.

Whether a teenager still living at home THE MODERN FOOTBALL FAN or a young adult in their first job, this generation of fans received their football education not by jumpers for goalposts but via gaming ... and it has left an indelible mark on how they view the game.

Playing football on a games console is never cancelled due to bad weather, nor does it exclude players based on their athletic ability. It can both be a THE MODERN FOOTBALL FAN reason to socialise, and a way to enjoy time alone.

Though Modern Football Fans play fewer video games as they progress into adulthood, the influence of this COPA90 behaviour has created a new football blurredfan perspective where the lines blur between the reality and virtual.

The Modern TheWhere teen Modern fans can call upon an unmatched knowledge of the game, Football Fan Footballsurpassing all previous Fan generations … and where signing a computer game avatar to front a promotional campaign lines (Alex Hunter for adidas) makes total (BETWEEN VIRTUAL sense. The closing chapters explore this shift & PHYSICAL) in more detail.

066 067 BLURRED LINES BLURRED LINES COPA90 EA Sports’ FIFA series of games or football simulations has had a major and transformative impact on the evolution of the Modern Football Fan.

First, some of the most popular YouTube channels and vloggers on the platform are creating content specifically around FIFA. THE MODERN FOOTBALL FAN

Second, as a way of life and the mark of a young football fan today FIFA is often the point of entry into the world of ‘soccer’ for fans in North America. FIFA has sold more than 150M copies 200M virtual games are played around the world every Sunday.THE MODERN FOOTBALL FAN

Its graphic quality - with its near- perfect reproduction of realistic- looking grounds and players, and the real world physics and player COPA90 movements - blurs the visual Fan data … line between the virtual and the 68% of 16-19 year olds actively physical game. play football compared to 74% who play the beautiful game on The Modern The Modern their game console. ¥ ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans)

Football Fan Football Fan MLS fans are twice as likely to be gamers as the average sports fan in North America, according to 2017 data from Simmons Research. Furthermore, about two-thirds of avid MLS fans pointed to EA’s FIFA series as the first thing that got them interested in soccer — a higher proportion than the of 16-19 year olds spend virtual percentage of respondents who said that playing the sport got currency on football gaming at them into it. Source: Polygon least once a month. % 068 069 BLURRED LINES BLURRED LINES COPA90 Predicts: COPA90 As a result of FIFA’s The blurring of gaming and real life, with just impact, some of the most one Brands will exist in games, popular YouTube channels or advertise real life products through gaming and VLOGGERS on the . Films will spin out of games, players THE MODERN FOOTBALL FAN characters platform are creating content will weave in and out. IT WILL BE INCREASINGLY specifically around FIFA. DIFFICULT TO TELL THE DIFFERENCE. Popular FIFA YouTubers include Chris MD (3.8m subscribers) and Spencer FC (1.9m subscribers), with the current MOST POPULAR GAME FRANCHISES FROM THE LAST 12 MONTHS.Ω FIFA Interactive World Cup champion Gorilla boasting 0.5m+ subscribers FIFA now has more of a symbiotic on his YouTube channel and 110k relationship with the professional POKÉMON GRAND CALL OF CANDY ASSASSIN’S FIFA PRO EVOLUTION GO THEFT AUTO DUTY CRUSH CREED SOCCER followers on Twitter. game than ever. Working in tandem THE MODERN FOOTBALL FAN with leagues (eMLS) and clubs,

The channel SideMen FC essentially it develops professional eSports 37% 34% 33% 31% 27% 18% 7% turns its take on FIFA and football- leagues and teams that run parallel to USA related entertainment into a lifestyle the professional game. brand all of its own. WESTERN Players such as Lukaku and Batshuayi EUROPE COPA90 FIFA pack-opening videos, which now passionately lobby for their show bloggers spending their FUT statistics in FIFA to be amended

32% 31% 28% 27% 25% 23% 5% FIFA currency on players in the game, and improved based on their recent receive a huge number of views and is exploits on the field of play. POKÉMON GRAND CANDY CALL PRO EVOLUTION the type of content that resonates with GO FIFATheTHEFT Modern AUTO THE SIMS CRUSH OF DUTY SOCCER the Modern Football Fan - 41% of 16- Elsewhere, La Liga’s Head of Content 19 year olds spend virtual currency on emphasises how the league’s new What fans say … Football Fan football gaming at least once a month. camera technologies and overlays are following standards set in the virtual “When I’ve been at work and sometimes we have a laugh because we lost, I always word; “We wanted to get as close to video games as possible”. feel the need to go straight back home and beat someone at FIFA. You feel like you need to win… it’s like even though my team isn’t is a good as yours, at least Clubs have also begun signing I’m better than you at FIFA.” Fan, 17 professional FIFA eSports players and teams to officially represent them in virtual leagues … the lines will What pundits say … continue to blur. “Perhaps it should be no surprise that as the old places where the young carved out an identity away from their parents – football grounds and concert arenas – have become the over-priced domain of their elders, they should seek out new ways of defining themselves against previous generations and find these virtual spaces where they can gather, play and posture.” Source: The Guardian Ω Source: GWI online survey Q3/4 2017, 16-24 year old males, W. Europe (N. 66.6k) & N. America (N.31k) Europe GWI online survey Q3/4 2017, 16-24 year old males, W. Ω Source:

070 071 ONLINE GAMING AND eSPORTS ONLINE GAMING AND eSPORTS

COPA90 + THE MODERN FOOTBALL FAN ING ING Online gaming is no longer THE MODERN FOOTBALL FAN a niche pursuit - 19% of UK football fans aged 16- 19 consume content relating to esports daily ¥ and the younger audienc-

es below them will drive RTS RTS COPA90 this global growth further.

As with traditional sports, GA M - The Modern GA M - The Modern FootballNLI N E NLI N E Fan Football Fan S— S— e e P P

072 073 ONLINE GAMING AND eSPORTS ONLINE GAMING AND eSPORTS COPA90

millions of viewers are tuning in to watch their favourite team, big league matches and top players. The time Online gaming behav- spent watching eSports videos rose by more than 90% iour amongst 16-24 in 2017 according to gaming trends analyst Newzoo. year old males Ω 33%

Furthermore, 20m+ gaming video guides have USA MALES 16-24 YRS 11% been uploaded to YouTube, and 74% of YouTube • 33% WATCHED A LIVE GAMING STREAM gamers say they watch YouTube videos to learn • 24% PLAYED A GAME THAT YOU HAVE TO STREAM THE MODERN FOOTBALL FAN how to get better at a game (Source: YouTube). OVER THE INTERNET 13% 24% • 13% WATCHED AN ESPORTS TOURNAMENT However, unless you attend a live gaming event (in • 11% BROADCAST A LIVE STREAM OF YOUR GAME PLAY front of crowds up to 15k people) or watch an event live streamed via the streaming platform Twitch, it is easy to dismiss this rapidly expanding world as niche interest.

W. EUROPE MALES 16-24 YRS • 28% WATCHED A LIVE GAMING STREAM • 16% PLAYED A GAME THAT YOU HAVE TO STREAM 28% COPA90 Predicts: OVER THE INTERNET THE MODERN FOOTBALL FAN Every aspect of eSports crossover and real • 14% WATCHED AN ESPORTS TOURNAMENT world sports will exist. Pillars such as players, • 9% BROADCAST A LIVE STREAM OF YOUR GAME PLAY crowds and stadia will both co-exist and inter-relate, with brands exploiting their coming together. 16% 9%

COPA90 14%

The Modern The Modern Ω Source: GWI online survey Q3/4 2017, 16-24 year old males, W. Europe (N. 66.6k) & N. America (N.31k) Fan data… Football Fan FANS THAT HAVE WATCHED AN Football Fan ESPORTS TOURNAMENT IN THE LAST MONTH (16-24 MALES) • 1.40% PHILIPPINES 1.4% 37% 35% 23% 21% • 2.39% CHINA • 37% MALAYSIA PHILIPPINES MALAYSIA VIETNAM CANADA USA • 35% SINGAPORE • 35% VIETNAM • 32% SWEDEN • 23% CANADA • 23% UK • 21% USA

Source: Gqi Q3 2017 - Q3 2017 2.39% 35% 32% 23%

CHINA SINGAPORE SWEDEN UK ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

074 075 A PARALLEL UNIVERSE: A PARALLEL UNIVERSE: YOUTUBE FOOTBALL TEAMS YOUTUBE FOOTBALL TEAMS

After traditional TV, YouTube is the next COPA90 most important platform for fans - 81% of 16-19 year old UK fans use YouTube Case Study: to watch football content - increasing in Launched in 2016, Pitche- relevance the younger these fans are. ro Play allows grass roots clubs to record and host A new sub-culture of YouTube foot- videos in real time - both ball teams led by Hashtag United, are for supporters and the emerging, and now being much mim- other 70,000 teams that icked by others looking for instant THE MODERN FOOTBALL FAN are part of the Pitchero fame and YouTube eyeballs. network. The Pitchero club websites allow teams to Hashtag United follows the FIFA manage payments and model of being a virtual team whilst memberships, and share squads such as SE Dons vlog their information such as details Sunday League journeys with an ever on fixtures, player statistics increasing fanbase. and league tables. Source: The Telegraph It’s not just fans who are showing their This is what another interest in these digital teams grassroots, however. So too are

kind of 90 minutes THE MODERN FOOTBALL FAN brands. Hashtag United’s recent tour of America was sponsored by Coca-Cola. looks and feels like.

As the lead characters age, they’re also demonstrating smart longevity by bringing on new stars - for exam- COPA90 ple via the Hashtag Academy.

The Modern The Modern Football Fan Football Fan COPA90 Predicts: YouTube Football TeamsYouTube football action from ‘Timbsy Vs The World’ to F2 Freestylers will complete the circle driving younger audienc- FAN DATA ... es back outside. A 27% of 16-19 year old contrast to the fear of screen time versus fans in the UK are real time, young au- interested in content diences will look to

A Parallel Universe: relating to YouTube reenact and mimic the skills and action they football teams see on YouTube and play it in the park and the real world. 076 077 THE FEMALE GAZE THE FEMALE GAZE COPA90 THE MODERN FOOTBALL FAN THE MODERN FOOTBALL FAN THE GAZE COPA90 FEMALE The Modern The Modern Football Fan Football Fan

078 079 THE FEMALE GAZE THE FEMALE GAZE COPA90

COPA90 predicts: This The women's game has generated significant will be an exciting white What fans say … media buzz in recent years, with a noticeable increase space for brands to play in, “Schalke are my main in bums on seats at games (on occasion with simi- a month, and female fans and we’ll see a new influx team, and guys always take lar numbers to League 2 are more likely than their THE MODERN FOOTBALL FAN games). male counterparts to be of commercial partners me more seriously when I The 2017 Women's FA Cup part of a supporters group saw 35,271 fans in attend- or actively support at team over the next 12 months. tell them who I support. ance and the FA have big in the Championship or plans to double the number I also go see Slough Town of affiliated women’s teams EFL.¥ from 6,000 to 12,000 by Just as games like the EA play regularly too… people 2020. Major transfers (such as FIFA series now enable think I’m someone’s girl- Toni Duggan’s to Barcelo- na last summer) are cre- women’s team play, so the friend or related to one of ating social traffic and THE MODERN FOOTBALL FAN increasing the social cur- female voice within foot- the players!” Female Fan, rency value of female players. Both Steph Houghton ball becomes rightly nor- 22 and Alex Scott now speak

COPA90 to 90,000+ followers on malised for the average fan. Twitter, and brands are slowly beginning to see the Brands with purpose and Fan data … opportunities with female player deals. innovation will push the Viewing figures for Wom- Meanwhile,The Modern female fans The Modern within the men’s game are women’s game, leading en’s World Cup Final: gettingFootball a stronger Fan voice Football Fan – and without big media to further changes in the 2011 - 5.1 million support. New magazines such as Season and com- consumption of the game 2015 - 12.4 million munities like This Fan Girl are taking female fans out for us all. 35,271 fans attended the of the tired ‘women & chil- dren’ bracket and giving 2017 Women’s FA Cup at them their own true and exciting media identity. Wembley. Female fans still feel they need to go an extra 20% to prove their legitimacy as a fan, our research shows - 21% attend a live game once ¥ Source: online survey, February 2018 (N.515, 16-24 year old UK based football fans) online survey, ¥ Source:

080 081 CLOSING THOUGHTS SOURCES

COPA90

c c C LOS ing THOUgHTS So there we have it - a topline glimpse of the Modern

THE MODERN FOOTBALL FAN Football Fan: a COMPLEX AND FLUID BEAST fuelled by an insatiable appetite for football content.

¶Educated by the game console more than the pitch, OUR RESEARCH METHODOLOGIES this new generation of fan has an eye for statistics and a level of OUR RESEARCH METHODOLOGIES In partnership with cultural insights & strategy agency, OMA player knowledge that would frighten even the most seasoned football sage. Studio (INSERT URL) ¶ Modern Football Fans’ virtual and physical THE MODERN FOOTBALL FAN *Online survey football worlds weave back and forth, influencing n.515, 16-24 year old football one another, while blurring the line that separates them at pace. fans in the UK

ball COPA90 ¶ And this is creating a whole new foot *Global Web landscape for clubs and brands to inhabit. Index online survey Q3/4 ¶ Modern Football Fans see football fandom as multi- 2017, 16-24 The Modern The Modern year old males, dimensional - W. Europe (N. Football Fan Football Fan 66.6k) & N. , through to the visceral thrill of the America (N.31k)

grassroots game - and they don’t want to miss out on any of it. *UK Qualita- ¶Incessantly, they share, curate and - increasingly - create Editor : James Kirkham tive Groups via [email protected] Copa90 fanbase football content on socials and in private chat groups, using @spoonybear

memes and gifs as a visual language for football debate and beyond. Research by COPA90 in *Vox Pop video collaboration with OMA tasks (Internation- ¶These chapters merely scratch the surface of what’s changing - each studio - omastudio.org al respondents)

could be a book in its own right. But the fact of the matter is that Art Direction & design by Alex Mertekis @ MUNDIAL. *Various 3rd Modern Football Fans are changing the rules and the game. www.mundialmag.com party white pa- pers and articles

¶Now it is up to us to keep up. 082 083