Interview: Anti-racism at heart of Brentford FC’s campaign to win new fanbase through data

14 August 2020

Photo: PA Images Brentford fans outside the Princess Royal pub near Griffin Park watching the Sky Bet Championship Play off final between Fulham and Brentford on a mobile phone. Bentford lost 2-1 and missed the opportunity to be promoted to the Premier League. But the club continues to work hard to grow their fanbase through the use of data.

Addressing racism key to engagement with wider audience in west London borough of Hounslow, which has a very high proportion of residents in the black and ethnic minority community.

Data techniques used on the pitch being utilised. “We want to take that thinking where we’ve had such a lot of achievement on the pitch and use that to inform decision-making off the pitch as well,” says director.

Black Lives Matter movement seen as catalyst. “…it’s also been a catalyst for us to be even more forensic than we already are about how we do what we do, mirroring inside of our club and outside of our club.”

New stadium offers opportunity to create fresh dialogue, says chief executive Jon Varney.

Lawrie Holmes

Brentford will exploit valuable lessons learnt from data insights that have driven success on the pitch to examine how it can tackle racism and discrimination off the pitch.

As it looks to increase the size of its fan base to move into its new stadium next season, the Championship club that lost out to west London rivals Fulham in the play-off final this week, sees this mission as critical to building out a wider fanbase.

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