Shelbourne FC
• Conducted extensive primary research with over 50 participants through focus groups, in-depth interviews and match-day observations
• Explored supporter perceptions of Shelbourne FC and the wider League of Ireland to understand fan motivations, behaviours and engagement drivers
• Analysed the supporter journey to identify opportunities for stronger communication and relationship-building
• Developed a clear brand positioning rooted in the core experience of being a Shelbourne FC supporter
• Created an integrated communications strategy with campaign recommendations across multiple channels
• Designed an email marketing framework to support supporter acquisition, engagement and retention
• Delivered strategic recommendations to strengthen fan connection and support the club's future growth ambitions
Project Description
Shelbourne FC partnered with the MDP during a transformative period for the club, marked by league promotion, a new management team and increased commercial investment. While the club identified email marketing as an opportunity to attract and engage supporters, there was a need to first understand the broader supporter landscape and develop a cohesive communications strategy.