Football Marketing Fundamentals

Role of Songs in Filling the Stadium

Singing is a strong football marketing tool. It is engaging and attracts onlookers to join in.

Where are your songs? Songs are a strong football marketing idea that will help you grow your fan base and also fill the stadium.

With red scarves raised in the air and every one on his feet Liverpool Football Club faithful break into their rallying song:

‘You’ll Never Walk Alone
When you walk through a storm hold your head up high,
And don’t be afraid of the dark.
At the end of a storm is a golden sky
And the sweet silver song of a lark.

Walk on through the wind,
Walk on through the rain,
Tho’ your dreams be tossed and blown.
Walk on, walk on with hope in your heart
And you’ll never walk alone,
You’ll never, ever walk alone.’

Anfield becomes electrified. Every one goes up on his feet. This is the rallying cry, the war song that motivates the last cell in the players’ body and usually the results follow. Because of the power of song and it’s intimidating, energising and motivating effect, getting a single point is the very best you can ever hope for out of Anfield, most visiting teams walk away empty handed.

Football is one of the few games that transcends economic status. If your team mobilises successfully, the rich and the poor stand shoulder to shoulder in full voice in support of their beloved team. Football owes it’s support to it’s easiness to play, clear rules, pulsating pace and cheapness. Every child in the football loving world regardless of the economic standing has played the game at one point or another in their life. Because of this, it is a game they easily relate to. Football to them is not a game alone. It is a way of life. To an ordinary football fan, life is tough, a Saturday match gives him an opportunity to escape and momentarily forget about the menacing troubles, singing at the stadium creates this atmosphere.

Power of Songs

The greatest power of songs at football matches does lie in the energising factor on match days, but with their pulling factor. When people break up into song in the stadium, those at home, watching on their TV’s, the arm chair fans and the unconverted, start feeling that they are missing out. They want to be part of the energy in the stadium. Soon, you see more and more new faces turn up for your matches. That is the power of songs.

Keep the ‘Vuvuzela’ – Plastic Horn away from Football

Keep it away from the stadium. It kills the group fan

The ‘Vuvuzela’ has the complete opposite. It’s unfortunately very monotonous. It is very noisy. It creates no atmosphere to bring back first time spectators to the stadium. Noise of that nature as created by the ‘Vuvuzelas’ can not be taken by children. This keeps parents and their young children away from the stadium and as such the stadium remains empty. You can not ban the “Vuvuzela’, simply introduce songs and create an atmosphere of song that will replace it.

Songs do not arise out of nothing. There must be a concerted effort, on part of the team to come up with these songs and have them taught to the fans. Teach them the movement that goes with the singing. This is an opportunity to connect regularly with your fans. This is the attention and engagement that fans crave. It gives them the feeling that you care for them and they belong. It increases their loyalty. Greater loyalty means that fans are more willing to participate in club activities in numbers, because they are family. It makes them feel that we are in it together, each party playing its role for the success of the club.

Go on, churn out those songs.


This website is built for the benefit of football. The thinking behind it is that if football understands that the currency that runs football is fans then the game will be able to lure untold success. Players will be able to succeed economically right in their home countries.

If you know a club, organisation or any person who would find this work useful please past it on.

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