Case Study: Elevating Fan Experience with the Newcastle Eagles Match Programme
Client
Newcastle Eagles Basketball Club
Project Overview
Design, production, and execution of the official match programme for the British Basketball League (BBL) season, focusing on enhancing fan engagement and commercial value.
The Challenge: Beyond the Scorecard
The existing Newcastle Eagles match programme, while functional, presented several key challenges:
Low Perceived Value: The previous format was seen primarily as a fixture list, resulting in lower-than-desired matchday sales and limited appeal beyond basic information.
Sponsor Underutilisation: Advertising spaces lacked integration and impact, failing to deliver maximum value to commercial partners.
Inconsistent Branding: The aesthetic quality did not fully reflect the professional, high-energy brand of the Eagles, leading to a missed opportunity for brand reinforcement on match days.
Fan Engagement: Content was too superficial, failing to capture deeper fan interest through feature stories, player profiles, and historical context necessary for a loyal fanbase.
The Solution: A Premium Editorial Experience
We implemented a full editorial and design overhaul, repositioning the programme as a premium, collector-grade publication using the following strategies:
Design and Format
Premium Stock & Finish: Upgraded to a heavier, glossy stock with a durable finish to enhance tactile quality and perceived value.
Dynamic Visuals: Implemented a new, modern layout utilising high-quality photography, dynamic typography, and the club's distinctive black and gold colour palette, ensuring a fully responsive visual experience.
Adaptive Content Flow: Structured the programme to ensure quick-reference information (squad lists, fixtures) was easily accessible, while feature content flowed like a magazine.
Content Strategy
Deep Dive Features: Introduced long-form interviews with players, coaches, and staff, offering exclusive insights into team dynamics and personal stories.
Tactical Analysis: Included detailed, engaging analysis of opponents and key match-ups, written to educate and excite the average fan.
Commercial Integration: Designed bespoke, visually arresting layouts for sponsors that integrated seamlessly with the programme's aesthetic, moving away from simple box advertisements to native-style content features where possible.
Digital Crossover: Included QR codes linking directly to the Eagles' social media, digital shop, and ticket portals, transforming the printed programme into a gateway for digital engagement.
Key Outcomes
Enhanced Fan Experience: The programme became a cherished souvenir, significantly boosting the overall professional feel of the match day.
Increased Commercial Value: Higher sales volume and the premium format justified a modest price increase, simultaneously boosting direct programme revenue and the value proposition for advertisers, contributing to greater sponsor retention.
Strengthened Brand Identity: The high production quality ensured the programme served as a powerful, professional brand touchpoint for spectators, corporate guests, and visiting teams alike.
The Newcastle Eagles Match Programme successfully evolved from a simple information sheet into a vital piece of the matchday experience and a high-value commercial asset.