Why football's "second club" fans are an opportunity, not a distraction

The idea that every supporter belongs to just one club no longer reflects reality.

Our latest research with MTM found that 80% of global football fans follow a second club, while only 14% support just one.

In his latest article for Broadcast Sport, our head of insights, Matthew Kyle, explores why that's an opportunity rather than a challenge. Second-club fans aren't passive. They're already watching matches, following players, buying merchandise and spending money.

The real opportunity for rights holders is to stop treating that interest as temporary and start building lasting relationships around it.

Read the full piece on Broadcast Sport.