Challenge

After a successful World Cup, the Danish Football Federation found itself in a conflict with the male national team over conditions, pay, and commercial rights. The severity of this conflict became apparent throughout the global football community when the Danish Football Federation (DBU) had to play a friendly game against Slovakia with amateur players. Upon reaching an agreement, the players and the DBU are now focused on the two equally important tasks; reaching the European Finals in 2020 and rebuilding a strong and healthy relationship with fans all across Denmark.

Method

In collaboration with the DBU, we have facilitated a series of workshops and input sessions from fans, partners and fan representatives to formulate a driving vision for the fan experience and developed series of initiatives to improve the fan-experience across contact points and segments. The resulting framework has been implemented in DBU as integrated part of the everyday operations. 

Implementation

The effort will span across every relevant department and unit within the DBU and will be not only visible before, during, and after national matches but also have a lasting effect regarding how the DBU will incorporate fans in the future development of initiatives and campaigns.
 
Will & Agency have worked with the DBU in several constellations since the birth of the overall vision for the DBU and have supported the DBU in an ongoing digital transformation and brand strategic approach to drive the value of their different entities.