Column by: Sean Miller, Orion Creative Services
Across Europe, the journey to the stadium still stands as a symbol of community, tribal loyalty, and generational tradition. From the best boozers in Manchester to the buzzing PMU’s of Marseille, the pre-match routine is steeped in ritual. Fans gather, drink, debate, and rush to the gates moments before kickoff. By contrast, in North America, stadiums are not just venues, they are destinations. Experiences begin hours before a game and linger long after it ends. The goal is not only to host a match but to create an immersive entertainment event. The North American experience is not accidental, it’s intentional, engineered, and is rooted in a totally different approach to fan engagement.
European clubs are beginning to take note. In the age of the attention economy, where competition for eyeballs and time is more fierce than ever, attracting fans to come earlier, stay later, and spend more is a commercial imperative. However, this evolution is not just about technology. It’s about mindset, education, and ultimately, storytelling.
Read the full article from ISSUE 42 below: