Football fandom is much more than a weekend pastime—it is a lifelong, intergenerational commitment that shapes our identity. Yet, the modern sports industry often treats loyal supporters as simple consumers.

In this episode of Don't Forget Your Tickets, host Carl-Erik Moberg sits down with Ryan McKnight, a former football club CEO turned academic researcher. Drawing from his frontline experience running Stockport County and his current PhD research, Ryan challenges our current understanding of fan engagement. He argues for a paradigm shift that redefines fandom as a "cradle to the grave" experience, rooted in community, tradition, and authentic connection.

Ryan strips away the transactional nature of modern football to explore how clubs of all sizes can foster deeper, more meaningful bonds with their communities without relying purely on on-pitch success.

In this episode, we cover:

• Redefining Fandom: Why being a supporter is an active, lifelong pursuit rather than a simple consumer choice.
• Rethinking the Season Ticket: The challenges of modern fan engagement and the shift toward long-term, intergenerational relationships.
• The Power of Storytelling: How clubs can leverage their unique history and local pride to create unbreakable bonds.
• Community and Identity: Real-world examples, like Bohemians FC, that showcase the impact of shared values and authentic narratives.
• The Future of Ticketing: How industry professionals can actively shape a better, more connected future for the sport.

Whether you manage a club, work in sports ticketing, or simply love the beautiful game, this episode offers a fresh, thought-provoking perspective on what it truly means to be a supporter.

Listen to the episode now and subscribe to Don't Forget Your Tickets for more expert industry insights!

Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

What transforms a football club from a simple team into the beating heart of a community? How can a club’s history, values, and local pride be harnessed to build a truly unbreakable bond with its supporters?

We explore the art and science of modern fan engagement with a leading voice in the football industry, Grant Russell. With a rich background spanning broadcasting, top-flight club media at West Ham United and Motherwell, and now as a director at Partick Thistle and a key figure in Arenametrix’s UK expansion, Grant’s journey provides a masterclass in connecting with fans on a deeper level.

In this episode of Don't Forget Your Tickets, host Carl-Erik Moberg sits down with Grant to unravel the strategic thinking behind authentic club storytelling. Grant shares powerful insights on moving beyond vanity metrics and using narrative to drive genuine, sustainable growth for clubs of any size.

Grant is a proponent of building a club's identity from the ground up. He argues that in an era of fleeting social media trends, the most powerful content is rooted in a club's fundamental truths. His approach strips away the chase for viral moments, focusing instead on the stories that resonate in the hearts and minds of the fanbase.

We explore his "Four Ps" framework for fan connection—Product, Place, People, and Principles—and discuss why these pillars are crucial for keeping supporters engaged, especially those who may have moved away but still hold the club dear.

In this episode, we cover:

• The Strategy Gap: Why many club media departments operate without a clear strategic purpose and how to connect content directly to revenue.
• Quality Over Quantity: Grant’s argument for shifting focus from a constant stream of content to fewer, more impactful stories that truly represent the club’s identity.
• Beyond Vanity Metrics: The journey from a viral video hit at Motherwell to understanding what really constitutes successful engagement and long-term fan value.
• The Four Ps of Fan Connection: A breakdown of the core reasons fans support their clubs (Product, Place, People, Principles) and how to use them as a storytelling vehicle.
• Data as a Gold Mine: How clubs are sitting on a wealth of data and the untapped potential it holds for increasing attendance, revenue, and sponsor value.
• Authentic Storytelling: Why the best stories are often the ones already being told by fans, and how clubs like Como and Motherwell excel by tapping into local, human-centred narratives.

Whether you're involved in running a football club, work in sports marketing, or are simply fascinated by what creates loyalty in the modern game, this episode is packed with actionable advice.

Tune in to hear how to turn your club's unique identity into its greatest asset!

Guest: Grant Russell – Director, Partick Thistle FC & Arenametrix
Host: Carl-Erik Moberg – Don't Forget Your Tickets

Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/

What does it take to turn a kickabout in the park with friends into a professional football club knocking on the door of the Football League?

We dive into one of the most extraordinary stories in British football with a true visionary, Marc White. From the 17th tier to the National League, Marc’s journey with Dorking Wanderers FC is a masterclass in ambition, grit, and the relentless pursuit of a dream.

In this episode of Don't Forget Your Tickets, host Carl-Erik Moberg sits down with the man who is simultaneously the founder, chairman, and manager of Dorking Wanderers. Marc shares the incredible tale of how a £50 buy-in from his mates evolved into a club with its own stadium, a die-hard community, and a trajectory that defies all footballing logic.

Marc isn’t just a football manager; he’s a phenomenon. Known for his brutal honesty and unfiltered passion, he has become a social media sensation, with the hit series Bunch of Amateurs garnering millions of views worldwide. His approach strips away the PR polish often found in modern sport, revealing the raw, human side of building a legacy from scratch.

We explore the unique culture he has instilled at Meadowbank, how he balances the business of football with the pressures of the dugout, and why 12 promotions in 23 years is just the beginning.

In this episode, we cover:

• From the Park to the Pros: How Marc founded the club in 1999 and navigated the lower echelons of the football pyramid to reach the National League South.
• The Power of Authenticity: Why Marc’s transparent, no-nonsense leadership style resonates with millions of fans globally.
• Building a Community Hub: The story behind regenerating Meadowbank Stadium and creating a commercial model that supports the club’s rapid growth.
• Viral Success: A look at Bunch of Amateurs and how digital storytelling propelled a non-league club onto the world stage.
• Chasing the Next Ace: Marc discusses his "one step at a time" philosophy and his ultimate ambition to lead Dorking into the Football League (League Two).

Whether you’re a football romantic, a business leader looking for inspiration, or just love a proper underdog story, this episode is proof that with enough passion and hard work, no dream is too big.

Tune in to hear from the most electrifying character in non-league football!

Guest: Marc White – Founder, Chairman & Manager, Dorking Wanderers FC
Host: Carl-Erik Moberg – Don't Forget Your Tickets

Don't Forget Your Tickets is powered by TicketCo, hosted by TicketCo’s CEO and founder, Carl-Erik Michalsen Moberg, and co-hosted by TicketCo's CCO Clare Kenny. The podcast was originally launched under the name TicketingPodcast.com. To learn more about TicketCo, please check out our web page ticketco.io or visit https://www.linkedin.com/company/ticketco/