Clubs reluctant to adopt match day experiences from US sports - but soon they will face a serious “wake-up call”

European football clubs are increasingly looking to US sports for ideas to improve their matchday experience but face a cultural barrier that is difficult to overcome.

"We don't see a great deal of smiles in English football," says expert who thinks that too much focus is on "enforcing the rules than engaging with fans, at a lot of clubs".

Fan engagement experts say US sports organisers have a "different mindset" where the focus is on the whole day of a match, not only the match itself.

While some clubs are bringing in ideas from US sports, others are unlikely to be accepted by traditional football crowds.

To entice the next generation of supporters, however, clubs need to explore ways to bring more "entertainment" to a matchday.