Superligaen A/S:
Annual audience survey

In 2011, the Superliga faced the challenge of declining attendance figures and were interested in a communication effort that could attract more spectators to Danish football stadiums.

Together with the client, RelationsPeople designed a two-day seminar for the commercial departments of each club, inspiring them to utilise social media, branding and developing the fan experience. A concrete result of the seminar was also the decision to conduct an annual spectator survey among all clubs’ supporters.

Since then, RelationsPeople has annually developed and conducted the fan survey together with an external partner. The survey has had up to 10,000 annual respondents, which means that each Superliga club can get a unique and valid club report that shows their own fans’ input and compare it with the results of the other clubs.

Since 2011, Superliga’s attendance figures have steadily increased and broken several records. The clubs use the reports in their marketing and business development work, and the Superliga as a whole uses the survey to identify the need for joint initiatives to strengthen the league.