Match Day Reports: Open Goal

Winning strategies for football’s new match days

In this four-part series delivered by the IPA and Rare: Consulting, we take stock of the impact of COVID-19 on the future of matchday football, asking fans and experts how they feel about the current state of the game, as well as how the pandemic may reshape their habits and rituals. This edition focuses on how match day experiences may change in the future and where opportunities lie for brands, broadcasters and clubs.

As part of our research, we have collected diaries of football fans and their experiences of sport during the pandemic. We have also asked 1,000 UK respondents how they feel about the future of football, as well as gathering their thoughts on home and away games, to highlight the threats and opportunities to the wider football economy.

Open goal is part of a series of Match Day Reports.

For further information and requests for additional data, please contact insight@ipa.co.uk