Managed Service, Sports

How Newcastle United brought supporters closer to the club, wherever they are.

For modern football clubs, the supporter experience doesn’t begin at kick-off or end at the final whistle. See how Newcastle United created new ways to connect with fans, gather meaningful insights, and extend the club experience beyond matchday.

THE CHALLENGE

As Newcastle United’s global supporter base continues to grow, the club sought to build stronger relationships with fans beyond the stadium. The ambition was to create experiences that connected supporters in meaningful ways and gave the club new opportunities to listen, learn and engage.

WHY JUGO

Jugo helped Newcastle create immersive supporter experiences that blended live interaction with the club’s energy and identity. Hybrid events at the new STACK fan park gave supporters opportunities to participate rather than simply watch, and created new possibilities for commercial partner activations.

“We’ve got fans joining us from Newcastle, across the UK, Europe, even America.”
Former Goalkeeper, NUFC

Why It Mattered

Supporters became active participants in the club’s journey rather than passive audiences. Through live conversations, workshops and structured feedback, Newcastle gained valuable insight into what mattered most to its fans and strengthened relationships across its growing global community.

At the same time, the club established a scalable engagement platform that supports supporter initiatives, community programmes and commercial partnerships creating value long after the final whistle.

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