Innovations That Became The Norm: Part 3 - Just Do What?

In the previous articles of this three-part series, it’s been all about the why when it comes to innovation.

Just doing it – as some clubs have – usually comes from a deeper understanding of why they should and what they’ll achieve as a result. After all, no one just does anything; it has to have some benefits, often financial but definitely tangible.

A number of clubs, and innovations, have been highlighted in the first two parts. The clubs are examples of those willing and able to take the bull by the horns. Football is notorious for waiting and seeing what happens elsewhere before it takes a significant stride, so when a club goes first – or just early – it’s worth taking notice of. The innovations that I’ve covered are also ones that have found their way into the collective club consciousness and are now pretty much considered must haves or will be before long.

This final part takes a stab at which of the new ideas of today will be the norm tomorrow. So here are my predictions for the next set of innovations that aren’t universally common now, but that I think will be within the not-too-distant future. (The number in brackets is my unscientific estimate of how many professional clubs are currently doing each one.)

Food / Drink (30%)

While food and drinks have been a staple of stadiums forever, we’ve come a long way in the last few years. The last decade has seen a movement towards a more varied menu, and more for vegetarians and families to feast upon, but it’s only very recently that this has gone to the next level and only in a few places so far. But it’s fast improving and especially in fan zones. I loved the doughnuts at Notts County, with some even shaped as the home kit with black and white stripes. Craft beers, a variety of wines, noodles, salt beef rolls (courtesy of Swindon Town) and Thai green curry (Swansea City) are just some of the examples I’ve seen or heard of this season already.

Why? Food is becoming a much bigger factor when fans decide whether to go to games. Not many will still settle for a warm pint and only slightly warmer pie.

Acknowledging First-Time Fans (25%)

Self-explanatory. And rarer than it probably should be but it’s growing. A fan is only a first-time fan one once in their life after all and that’s a cause for celebration in itself, but it’s also the time to make the deep connection. The acknowledgement can be a goody bag, but I’ve also seen paper certificates this season at Sheffield Wednesday, Hull City and Leyton Orient this season and they are such a low-cost way of making that first experience more memorable.

Why? Fans love to feel special and a young fan who feels special so early in their relationship with the club can develop a lifelong bond. For the sake of a piece of paper or small gift.

Clothing Collaborations (20%)

A number of clubs have jumped on this. The rest will soon enough. PSG made as much on the first day of sales with their collaboration with Jordan than they usually did over the whole season. But it doesn’t have to be that spectacular. Cheap to produce t-shirts can be bestsellers if they catch a wave, and look at what the FAW have done for bucket hats. The key is that they can be completely unique; only one club can have that badge and those colours after all.

Why? Fans want to stand out and look good, especially the younger generations. So what better way?

Live Music (15%)

Accrington Stanley have had this going on for years as a brilliant way to entertain fans before the game and a number of other clubs are now seeing the benefits before and after games, as it increases dwell time at the stadium and keeps people entertained beyond the 90 minutes – something that all clubs need to strive to do.

 Why? What better way to help local artists? And really immerse the club in the community while creating a better experience for fans before games? A win, win, win.

Post-Game Entertainment (10%)

Spurs designed their new stadium with this in mind. It makes sense to give fans a compelling reason to stay after a game and spend more time and money at the club. Prem Rugby club, Saracens, are great at this, but they are far from alone and I suspect this is really going to catch on over the next few years. Music from live bands, later kick-offs, quizzes etc are all ways that the club can create additional entertainment.

Why? There’s the financial aspect, of course, but more than that the club and stadium is a place the fans want to spend time at. It’s that dwell time again, encouraging fans to stick around. We have got rid of them as quickly as possible for too long.

VR/AR or Holograms (5%)

They were all the rage at UEFA Euro 2025, but clubs have been slow to adopt so far, probably because it’s all a bit techy. The use of virtual and augmented reality - such as Manchester City’s Virtual Etihad Stadium Tour - is only going one way though, and rapidly. The added value of this is that it helps the club to get fans into those vital footfall areas around the stadium on match days. If you want families to visit the club shop, create an activity inside or something they can collect from there.

Why? While the traditional footy fans might be suspicious, the next generations of fans aren’t, and this is a great way to engage with them on their level. Plus it’s great fun!

Video (5%)

It might have killed the radio star, but it has the ability to make a club come alive. I see so many attempts by clubs to sell themselves and their match day using words and pictures but often the end result is they make the whole thing appear less interesting. Video really brings things to life and lets people see what they are missing. Burton Albion and Lincoln City are some of the clubs who’ve  made the leap of faith, but it won’t be long before many more do.

Why? We need to give fans a compelling reason to want to buy a ticket, and this does it better than anything. Words can only tell so much of the story, a video does a lot of heavy lifting in the space of 15-45 seconds and in ways that other mediums cannot get close to.

Saying Goodbye (5%)

Every time I leave a stadium, I deliberately make eye contact with the stewards and any other match day staff in the hope it will motivate them to say goodbye. It doesn’t cost anything, is very easy to do and means a lot. Yet very few club reps do it. I’m not really sure why this is. At an FAW game - when Wales met France at Parc y Scarlets - we did this and it went down a storm, especially as the fans had seen their team lose and in the pouring rain.

Why? Is there any better way to create a lasting feeling of goodwill towards the club than saying ‘thanks for your support, see you next time’ as they leave?

Programme Design (2%)

I saw a lovely example of this at Grimsby Town where the fans sent in designs and one was chosen for the front cover of the actual match day programme. It’s such an effective way to engage the younger fans and make them feel a much bigger part of the club. Like Lincoln City getting a young fan to paint the penalty spot, it’s an example of a money can’t buy moment that only football clubs can do.  

Why? Because it’s a money can’t buy moment that only football clubs can do, stupid!

Phone charging (1%)

A new thing in football that clubs don’t have yet but really should. I’m amazed they haven’t already given how important phones are to us all. Think about what fans do at games that involve a phone; looking at the website, buying and storing match tickets, social media, directions, giving feedback, gambling, checking other results, clubs apps, quizzes, online programmes, pre-ordering food, taking photos, recording videos, paying for things and sending messages to their mates.

Why? You think these batteries never run out? Clubs can show fans they care about them, and help them stay connected to them club in more ways than one.

Let’s give it five years and see how close I was.