Beyond the Goal: Unmasking the Tribes of Euro 2024
The final whistle has blown. For England, it was so close to coming home. But dreams of Harry lifting the trophy, a nation congregating in Trafalgar Square and Keir Starmer declaring an extra Bank Holiday were dashed by a seventeen-year-old wonderkid and an unbeaten Spanish team that’ll go down in history. This was a tournament of high quality, but as important as those players on the pitch are, the adage that football is nothing without its fans rings true.
So on the morning after the night before, lets shift focus to them. Who exactly were the tribes tuning in to the Euros, and how can brands forge genuine connections with them? Freemavens conducted a rapid analysis to decipher the distinct football tribes that engaged with the Euros in the UK. Let's dig into those Euro 2024 Tribes, find out which Tribe you’re in with our quick quiz, and most significantly, analyse the ground breaking strategies for brands looking to connect with these audiences like never before.
1. Armchair Managers
Armchair Managers are not just average football fans; they are connoisseurs who live and breathe the sport, making up about 15% of the football-watching populace. Armchair Managers are likely to use applications such as Squawka (34% of members) and Fantasy Premier League (43% of members). These enthusiasts engage with football at every opportunity, whether debating the finer details of player performances and coaching tactics, playing football with friends, immersing themselves in FIFA video games, or strategising their fantasy football line-ups. Their fandom is fuelled by a deep-seated desire to master every aspect of the game, driven by detailed analyses and regular followings of top football pundits and players' social media accounts.Key Ritual Identified: “I’ve been double screening, one on the laptop, one on the big TV in the living room so I don’t miss any of the action.” [Consumer Interview]
Needless to say; brands looking to capture the attention of this dedicated group should craft campaigns that go well beyond the basics. Offering rich, in-depth content, behind-the-scenes access, and interactive elements like fantasy leagues and prediction games can significantly resonate with Armchair Managers. Collaborations with fan-favourite players or social media accounts like Fantasy Premier League (FPL), which are already popular among this crowd are effective methods to secure the right attention. By creating exclusive, football-focused content that caters to their sophisticated taste and depth of knowledge, brands can engage and build lasting loyalty with Armchair Managers, helping to position themselves as the ultimate insiders in the world of football, during and beyond the Euros.
2. Sports Aficionados
Sports Aficionados are the largest group of Euro 2024 fans in the UK, accounting for a hefty 42% of the audience. This segment showcases a deep and varied passion for multiple sports, including football, boxing, rugby, Formula 1, golf, and others. Unlike the Armchair Managers, who focus solely on football details, Sports Aficionados appreciate excellence across all sports, valuing high-intensity competition, world-class athleticism, and compelling sports narratives. Sports dominate this tribe’s interests, with a staggering 94% of members being interested in sports generally, compared with 40% of the wider UK population. They are energetic enthusiasts who enjoy watching and debating sporting events in social settings, overjoyed to celebrate and debate with friends and strangers alike. This community-driven excitement makes them a prime target for brands seeking to engage with a proactive and dynamic audience.
Key Ritual Identified: “One thing that always happens is that the group chat is always going with my friends from back home talking and discussing the game in real time.” [Consumer Interview]
Brands have a unique opportunity to connect with the thrill-seeking Sports Aficionados. These fans respond well to marketing that resonates with their broad sports interests and appreciation for exceptional talent. Unlike the niche-focused Armchair Managers, Sports Aficionados are more accessible and open to diverse sports messaging. To appeal to this group, brands should offer striking, high-level activities and experiences across sports. Brands like Red Bull and Monster Energy excel at engaging Sports Aficionados by participating in a diverse portfolio of sports, from Formula 1 to MMA. Instead of just sponsoring a specific team or sport, they create entirely unique events that resonate authentically with the tribe's core interests: high intensity, excellence, and community. Notable examples include Red Bull showcasing Felix Baumgartner's record-breaking freefall from space and Monster’s Supercross motorcycle racing series. These events generate highly shareable content and have contributed to both brands' massive social media followings. By aligning with their values and interests, brands can create authentic connections and drive meaningful engagement throughout the tournament and beyond.
3. Part-Time Patriots
Part-Time Patriots make up about 22% of the Euro's UK audience and are known for their sporadic but enthusiastic engagement with sports. Part-Time Patriots have the highest female demographic of all our segments, with a 46% female and 54% male split. These fans aren't typically glued to club football games; instead, they come alive during big national sports events like the Euros and Olympics. What makes them stand out is their strong family orientation and a notably high number of female fans (25% more likely to be a woman than the general Euros fan).
For Part-Time Patriots, sports are less about the game itself and more about the experience of watching it with loved ones. Whether it’s a global spectacle or a shared moment with family members like their children, partner, or father, these fans thrive on the communal aspect of sports.
Key Ritual Identified: “Usually I just watch it with my friends at the pub or at home with my family. Tend to have a few drinks and snacks, very lowkey.” [Consumer Interview]
From a marketing perspective, brands can win over Part-Time Patriots by focusing on campaigns that highlight family and friends (i.e. adopted-family) time and shared experiences. Products and services that bring families together, like meals or activities, are particularly appealing to them. They also love family-friendly TV shows such as 'Dancing on Ice', 'Britain's Got Talent,' and 'The Great British Bake Off.' This is also a prime opportunity for the toy industry to access a larger audience while remaining true to their core market; for instance, the toy brand Funko Pop! has created toy figures of Euro star players, appealing to football-crazy parents and their part-time patriotic children. Additionally, family restaurants like Frankie’s Sports Bar and Hard Rock Café offer Euro 2024-themed menus and match-day discounts, making it easy for families to enjoy the games together over dinner. Venues like DesignMyNight are also capitalising on this world-renowned event, offering ticketed events for match viewings with guaranteed views, food, and drink packages.
To capture the attention of Part-Time Patriots, brands should create inclusive, family-friendly content that ties in national pride with major sports events. Emphasising the joy of communal and celebratory moments can foster deeper engagement with this group, making them feel part of the action.
4. Stream Seekers
Stream Seekers are a smaller yet lively part of the football fan community, making up 12% of the UK Euros fans, where the social aspect of the sport is what really matters. These fans love the camaraderie and shared excitement more than the nitty-gritty details of the game. They thrive on the collective buzz and connect through popular digital personalities like Mark Goldbridge, Nepenthez, and Chris MD, who mix mainstream entertainment with sports insights. Stream Seekers don't just watch games; they join live 'watch-alongs' with these content creators, turning every match into a shared, interactive experience.
Stream Seekers are incredibly active on Discord and Twitch, standing out significantly from both the broader Euro 2024 audience and the general UK population. They are 4.53 times more likely to use Discord and 4.09 times more likely to use Twitch compared to the average Euro viewer. When stacked against the general UK population, these figures skyrocket: Stream Seekers are 33.29 times more likely to use Discord and an astonishing 37.83 times more likely to be on Twitch.
Key Ritual Identified: “As an expat, I'd usually watch some good old Euro 2008 highlights of Turkey's greatest comebacks against the Czech Republic and Croatia and hope that they reach the semi-finals like they did back then (really unlikely with the current quality of play).” [Consumer Interview]
As trendsetters and early adopters, Stream Seekers have played a big role in popularising fan TV, like Arsenal Fan TV, which gives a voice to the community and showcases fan opinions. To connect with this emerging group, brands should team up with the influencers they follow and be active on platforms like Discord and Twitch, where Stream Seekers spend their time.
Activations such as having influencers use branded products on stream (e.g., Nike giving clothes to Kai Cenat), sponsoring challenges and YouTube series for influencers to participate in (e.g., Foot Asylum, Channel 4), or simply running ads featuring the relevant influencers could really move the needle, which will only be amplified by the buzz generated by the Euros. This approach not only fits their digital-first lifestyle but also taps into their love for interactive, communal content, making brand interactions truly resonate with them.
These insights empower brands to comprehend consumer segments on a deeper level, enabling the development of targeted campaigns that forge authentic connections and drive tangible results. The Tribes analysis methodology extends beyond football, offering a blueprint for understanding and effectively engaging consumers across diverse markets and industries. By leveraging these insights, brands can unlock new avenues for growth and strengthen their position through tailored marketing strategies.
