RIGHTS HOLDERS & CLUBS Without action on the pitch, organisations have had to think creatively on how they can engage with fans.
When fixtures first began being cancelled, Borussia Dortmund led the way – holding a ‘virtual watch party’ aimed at fans in China with viewers treated to exclusive stories, challenges and behind-the-scenes footage, with around 110,000 live viewers, and a reach of 2.9m in total - huge numbers for what was the first of its kind by any club worldwide. The ‘LaLigaSantander Fest’, from our client LaLiga, brought together stars from all 20 clubs with Spanish musicians and even tennis legend Rafa Nadal for a global charity festival. Creating four hours of entertainment for all those trapped at home, the festival raised over €1m in the fight against Covid19. MLB attempted to recreate the excitement of the new season through ‘Opening Day at Home’, featuring a wide variety of classic matches, and fan engagement through social – also helping raise money for coronavirus relief. Brighton has led the way for Premier League clubs announcing a three-month payment holiday for season ticket renewals, as well as confirming fans will get money off next season’s costs should the 2019/20 campaign not go the distance. The Seagulls also wrote an open letter to their Premier League counterparts encouraging them to do the same – something not heeded by Newcastle, who have pressed ahead with taking payments, and have been accused of failing to offer support to fans at a difficult time.
