The economy of sports is being reshaped with the changing status of supporters. Now, the spectator experience no longer begins just at the stadium entrance, but before and after as well.
From Munich to Paris via Strasbourg, football once again demonstrated its status as a generator of emotions and excitement, both in the stands and on the streets. In Madrid as in Marseille, supporters are not only a commercial asset for partners, the 12th man capable of uplifting players, but also a source of pressure and inhibition. Winning on the field and engaging the stands are two challenges for any modern sports leader.
In the past, sports were self-sufficient. A match, a score, raw emotion. But that era has passed. Now, the spectacle extends beyond the field: it starts well before kick-off and lasts long after the final whistle. Welcome to the era of the “fan experience.”
Today, the fan is no longer just a spectator. They are a customer, an ambassador, and even a co-creator. With an average of 63,683 spectators in 2024/25 at the 67,394-seat Orange Vélodrome, it is likely that the atmosphere created by supporters helped boost the performance of Marseille last season and secure a spot in the Champions League. While we often talk about the power of the “12th man,” the result depends on the talent of 11 players and the economic potential to pay them. The latest DNCG report shows a deficit of -104.8 million euros, reinforcing the urgent need for Stéphane Richard to quickly increase the club’s revenues.
In an overall sports industry and football in particular, every leader is seeking new growth opportunities, especially when TV rights are not as expected. Transforming spectators into customers has become strategic. “Fan experience has become a central lever for loyalty and value creation,” summarizes a consensus shared by all sports business actors, except perhaps the ultras.
Context: The article discusses the changing dynamics in sports economics, emphasizing the increasing importance of fan engagement and experience in modern sports business.
Fact Check: The mention of a deficit of -104.8 million euros refers to a financial report from DNCG, the financial oversight body for professional football clubs in France.
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