Using WhatsApp for Fan Communication

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Behind the scenes at Old Trafford on Derby Day

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Behind the Scenes

We love the opportunity for two-way interaction. WhatsApp, Facebook Messenger, and Apple Business Chat have begun positioning customer service via messaging apps as a leading business opportunity. Sports teams, political parties, and clubs can develop their own take on this by using the closeness and directness of messaging apps to increase brand loyalty and get to know their fans and members better! Norwich City Football Club was founded in They currently sit top of the Championship at the time of writing.

Home games are played at Carrow Road, their home since Tell us about the decision to use WhatsApp as another marketing channel. How did you find us?


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In a post-GDPR world, we were looking at new, innovative and, most importantly, cost-efficient marketing channels to reach more Norwich City fans. We saw the success Northampton Saints were having and decided that we wanted to be the first British Football club to launch the platform. What were the first goals you set for WhatsApp fan communication and how are the results so far? We set a target for subscribers, which we reached within the first 4 weeks, and have seen continuous steady organic growth since.

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How is your community developing so far? Do your fans like the communication via WhatsApp? We saw a natural spike at launch, and see a spike each time we cross-promote via our other social channels.


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What kind of content do you send your fans over WhatsApp? We wanted our content to be authentic, which was why we delivered the EFL team sheet to fans phones, rather than turning this into a graphic.

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Fans love this behind-the-scenes feel.