Chapter 1: Introduction
A fan's experience at an event or stadium relates to how they feel at every interaction that occurs throughout their journey.
Lewis Carbone, a customer experience engineering pioneer, affirms that "Customers cannot help but have experiences and all services create experiences."
Successful experiences lead to increases in fan satisfaction and in the fan's emotional connection to a club or event. These increases drive fan loyalty, turning casual fans into committed supporters and driving business results such as higher ticket sales and in-stadium purchases.
The number of sports stadiums and major events deploying staff and volunteers in Fan Services & Experience roles is increasing. Levi's Stadium, Gillette Stadium, The Gabba, Melbourne Cricket Ground, Paris 2024 Olympics, and UEFA EURO 2024 are recent examples.
-
Council of Europe Convention on an Integrated Safety, Security and Service Approach at Football Matches and Other Sports Events (CETS No. 218) – Council of Europe (2016)
https://www.coe.int/en/web/sport/safety-security-and-service-approach-conventionCouncil of Europe Convention on an Integrated Safety, Security and Service Approach at Football Matches and Other Sports Events (Official Text PDF) – Council of Europe (2016)
https://rm.coe.int/1680666d0bCouncil of Europe Standing Committee Recommendation Rec(2015)1 on Safety, Security and Service – Council of Europe (2016)
https://rm.coe.int/recommendation-rec-2015-1-of-the-standing-committee-on-safety-security/168072b9a2The Purple Guide to Health, Safety and Welfare at Outdoor Events – Events Industry Forum
https://www.thepurpleguide.co.uk/Guide to Safety at Sports Grounds (“Green Guide”) – Sports Grounds Safety Authority
https://sgsa.org.uk/green-guide/Deloitte Annual Review of Football Finance 2025 – Deloitte (2025)
https://www2.deloitte.com/uk/en/pages/sports-business-group/articles/annual-review-of-football-finance.html