Your next fanbase may already be watching.
Fandom has changed. Fans no longer follow one club, in one country, for one reason. They follow players, stories, culture, creators, communities and moments that make them feel part of something bigger.
That shift has created a new reality for clubs, leagues and rights holders: second club fandom is now mainstream. With 80% of global football fans supporting or following a second club, the opportunity is no longer about persuading people to care about sport. It is about understanding why they already care, what pulls them in, and how to turn that attention into deeper engagement, loyalty and commercial growth.
How rights holders can understand, win and monetise multi-club fandom
The old rules of loyalty are evolving. A fan’s first club is often inherited, their second club is chosen. That choice is where the opportunity lives.
In collaboration with MTM, The rise of the 'Second Club Fan' report explores what this means for modern sport, breaking down the behaviours, motivations and commercial opportunities behind multi-club fandom. The report gives rights holders a sharper view of how second club fans discover teams, what keeps them engaged, and how brands can build relationships with high-potential audiences on a global scale.
What you will learn:
Why second club fandom is now mainstream Only 14% of fans say they support just one club. Multi-club fandom is no longer an exception. It is the new global reality.
What actually drives second club support From players and representation to identity and values, the report reveals the five levers that turn passing interest into active fandom.
Where the commercial opportunity sits Second club fans may be less intense than primary fans, but they are far more scalable, opening up significant new revenue potential.
How to turn attention into action Learn how rights holders can build content, community and campaigns that move second club fans from discovery to long-term loyalty.
The fan journey has changed. Has your strategy?
The organisations that win will be the ones that understand what their fanbase actually looks like, identify the levers they can pull, and create content that earns a place in people’s lives, even when geography, history or heritage are not on their side.
Stop chasing passive reach and start building chosen fandom.
Second club fans are already watching, following, sharing and spending.The question is whether your organisation knows how to turn that attention into loyalty.
Download the report.
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