Ebsfleet United: Learnings about innovation in football

When we talk about innovation in the soccer, the examples do not exceed. Let me explain. We usually talk about innovation in football when a process is improved, or when actions are implemented to improve the operation or increase the performance of certain indicators: ticket sales, attendance, sponsorship income, etc. However, I want to refer on this occasion to innovation in the form of the entire business or administration model of a football club. Therefore, this time we will analyze the case of Ebsfleet United.
He Ebsfleet is a club soccer Englishman who, in 2008, took a very disruptive approach to involve his fans in decision-making and team management. The club was acquired by MyFootballClub, an online company that allowed its members to have an ownership stake in the club and vote on key decisions. However, this path faced challenges and in 2013 MyFootballClub members chose to transfer their shares to the Fleet Trust, a ‘traditional’ style supporters organisation.
The idea behind MyFootballClub was to allow Ebsfleet United fans to actively participate in the management of the club by becoming ‘part owners’ and having a say in key decisions such as approving player transfers, electing the board of directors and setting policy and strategy to drive to the Institution.
Members paid an annual membership and, in return, gained access to insider information, meetings, and exclusive events. MyFootballClub’s online platform became a forum where fans could discuss and vote on club affairs.
This innovative model was seen as a revolution in the way football clubs interacted with their supporters and offered a unique opportunity to increase transparency and participation in team management. By involving fans in decision-making, MyFootballClub hoped to foster a sense of ownership and commitment among Ebsfleet United supporters, which could in turn translate into greater support and financial stability for the club.
Despite the initial high expectations, the MyFootballClub model faced a series of challenges that were not easy to overcome. First, fan participation in sports decision-making frequently generated divided opinions, and in some cases, decisions were based on popularity rather than sporting merit. In addition, the fans did not have the necessary sports management experience, making it difficult to implement informed and effective decisions.
Second, the MyFootballClub model relied heavily on membership revenue to finance the club. However, over time, fan interest and commitment waned, resulting in a decline in membership and consequently the amount of income available to the club. Given this scenario, in 2013, the members of MyFootballClub voted in favor of transferring their shares to Fleet Trusta fan organization or supporter traditional trust. The decision to transfer ownership and management of the club was seen as an opportunity to address the issues facing the MyFootballClub model and ensure greater stability and financial sustainability for Ebsfleet United. Fleet Trust is a non-profit organization, run by and for the fans, which aims to represent the interests of the supporters and ensure the long-term future of the club. Unlike the MyFootballClub model, the Fleet Trust takes a more traditional and structured approach to running the club, with a board of directors made up of representatives elected by members. The transition to Fleet Trust allowed Ebsfleet United to benefit from more professional and experienced management, while also keeping the fans involved in decision-making through the structure of the supporter trust. Although MyFootballClub’s innovative approach failed to sustain itself over time, the ‘experiment’ provided valuable lessons on how to engage fans in running a
club and how to balance fan involvement with the need for professional guidance and experience. The case of Ebsfleet United and MyFootballClub offers an interesting perspective on how
innovation and fan involvement can influence the management of a football club. Although the MyFootballClub model faced challenges and failed to sustain itself in the long term, it was possible to demonstrate that there is a hunger among supporters for greater participation in the decision-making and management of their teams that is still valid in 2023. The transition to the Fleet Trust shows the importance of combining innovation with experience and professional management to ensure the stability and success of a club. As digital technologies and artificial intelligence continue to evolve, new opportunities are likely to emerge for football clubs to engage their fans in even more interactive and meaningful ways. And this is where the great opportunity lies. In fact, my interest in the MyFootballClub model resurfaced because I am just analyzing possibilities like this for a current club that asks itself: What can we do to be different from the rest? And soon I will tell you, in a similar way to this article, more about Unetefan, a project that has been the most innovative in this regard.
Finally, the case of Ebsfleet United serves as a reminder that innovation in football clubs must be balanced with professional management experience and leadership to ensure long-term success. By keeping fans at the center of the football experience and finding new ways to get involved in the life of the club, teams can strengthen the connection with their supporters and ensure a sustainable and successful future.