Richard Howarth’s Post

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Principal & Consultant at Honoco

🏆 You don’t support your team for the trophies… Do you? It’s the end of the football season in England, and it brought both heartbreaks and highs, as has been the way for the last century or so. I know people celebrating a promotion from their lowest-ever tier of professional football (Jenny Fitzmaurice and Yeovil Town 🟡🟢🥇). I know people celebrating another season without relegation (Everton and Forest fans 😬). And I know people celebrating a record attendance home crowd on the day they were relegated (the legends at Lewes Football Club 🔴⚫💪). Then I look globally and see plenty of ‘in-betweens’. Fans who are dedicated to their team and engaged with them beyond measure, even without a promotion race or a relegation battle in sight. Fans who celebrate each game day, no matter the result. ❓ Why ❓ ❤️🔥 Why are fans of some teams so passionately engaged, despite a relatively empty trophy cabinet? 🚫 And why are fans of other teams, despite a bursting trophy cabinet, so dispassionate and critical of ‘their team’? But, more importantly, how? 🤷♂️ What on earth is the secret sauce 🍅 that keeps this happy cult-like behaviour thriving in fans? How do Jesse Cole’s Savannah Bananas 🍌 baseball team sell out their stadium, if it’s not because they win? (In fact, they rarely seem to talk about their results at all!) How have the NZ Warriors engaged so successfully with their fans that, in his recent article, Scotty Stevenson urged rugby union to take note? 🏉 ⚽ And how did Lewes FC achieve that record crowd on the same day they got relegated? My hypothesis is, winning helps with fan engagement, but... Belonging, Brand, and Purpose, ...are far more compelling reasons for engagement. 🤩 Only a small percentage of teams can win a trophy each season, so why pin our hopes and strategy on winning, when creating an environment where fans can belong, feel aligned with a brand or buy into a purpose is far more powerful. #honocoinsights #belonging #brandpurpose

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Paul Scoringe

Director of Marketing and Engagement

3mo

Interestingly Richard Howarth it’s much the same in charity world. At World Vision we connect our generous donors (fans) with impactful life changing projects (professional sport or community sport too) in some of the worlds most challenging places ( relegation zone) to help vulnerable children and communities in poverty. (Lewes Football championing gender equality in sport). It’s totally about a strong sense of belonging, building a credible and engaging brand consistently over time, and a purpose, in our case, greater than ourselves to build belief that individual people and families can make a meaningful difference in the life of others, in their neighbourhood or across the globe.

Joe Spittle

International Marketing Consultant - Gaming, Hospitality, Resorts & Attractions

3mo

I follow Middlesbrough because I'm more comfortable with disappointment. It's hope that I can't handle.

Stef McLoughlin

Commercial Manager - Lewes Football Club

3mo

❤️🖤

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Maria Tyrrell

Insights / Brand Strategy / Event Management

3mo

As a Blues supporter 💙 there aren't many trophies recently but I've never abandoned the team because I belong to them, because the brand talks to me. And this year is our year!!!!!

Jenny Fitzmaurice

Freelance Copywriter - Aotearoa based (🇳🇿🥝), with global and local clients 🌏

3mo

COYG! 💚⚽️

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