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Black diaspora report

Football clubs recognise that they have fans, not all of them recognise that within their fan base are several segmented communities. These communities serve fans who often have demographic and / or socioeconomic differences.

Each fan experience is different and for clubs to better cater to a diverse fan base, they must first understand them in order to create tailored experiences.

Key Insights

Black Diaspora Report

  • How international tournaments like afcon create moments of celebration for fans with dual identities
  • Player first fandom is stronger among black british fans due to lack of heritage/tradition surrounding clubs and traditional football culture - which creates the need for clubs to get closer to communities. (Apart from clubs like Man United and Arsenal, who have invested in this audience historically)
  • How ‘conditional acceptance’ is demonstrated towards players when they experience racism and how this affects fans
  • Understanding the role of popular culture and social media in connecting the diaspora back to their roots and strengthening their sense of pride
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