The main purpose of this research is to identify the uses and habits of the Millennials living in the north-west part of France, as a football supporter and in the context of this work as a supporter of FC Nantes. The second objective of this paper is to propose branding strategies that will enable FC Nantes to increase their fan base on the Millennials living in north-western France.
The data of this research were collected by online questionnaires and group discussions and the research mixes quantitative as well as qualitative research methods.
The main findings of this study established 3 major branding strategies to enable FC Nantes to reach the generation of Millennials living in north-western France and make them committed supporters for their club: to offer a multi-channel FC Nantes experience, to personalise the digital experience of the supporters and to continue the establishment of FC Nantes in the e-sport sector. In addition, this study makes it possible to identify the habits, behaviours and key uses of the Millennials with regard to technology, brands and in their lives as a supporter. This generation of Millennials is a generation full of paradoxes, which has grown with the rise of new technologies. The study shows that this generation is difficult to engage even though football is by definition an activity that unleashes passions just as much as religion or entertainment. However, this study shows that opportunities exist for a club like FC Nantes by communicating with the Millennials in a more authentic way and in accordance with the club's values. Social networks are ideal tools for FC Nantes to connect with members of this generation as well as the e-sport sector which is composed of a close-knit and committed community.
Finally, recommendations on potential future studies are established in order to gain in-depth understanding of the e-sport sector and how brands can communicate effectively with gamers communities, as well as to identify digital strategies that will allow sport organisations to increase their merchandising revenues despite the Millennials' lack of commitment in their supporting lives.