On Thursday 22nd November, Goodform claimed the award for the ‘Best Business Serving Football’ at the Football Business Awards 2018, winning the category for a second time in three years.
As well as the continued work with retained clients including the EFL, Watford FC and Brentford FC, 2018 saw Goodform work closely with Tottenham Hotspur FC on their new stadium project.
Goodform has been the EFL’s official e-CRM and Data Services partner for the past three years, instrumental in delivering comprehensive data and fan insight both centrally and across the EFL clubs. In the 2017/18 season, Goodform delivered key research projects that have informed key strategies for the EFL and its clubs.
These include the ‘Stand Up for Choice’ survey on safe standing, which received over 33,000 responses. This project demonstrated that 94% of fans want the option to choose between standing or seating while 69% said they would rather stand than sit during games. The findings were used during the parliamentary debate on the issue on 25 June 2018.
Additional insight projects have informed the international marketing strategy for the EFL’s streaming product, iFollow, as well as delivering insight to all 72 EFL clubs on fan match-day experience – evidencing the extent to which Goodform’s work impacts across the industry.
Speaking after the event, Michael Jones, Managing Director said:“We’re delighted to win this award for a second time. Goodform has a wide reach across the majority of the 92 professional league clubs, predominantly through our data, CRM and research work with the EFL. We also have long term retained relationships with Clubs in the Premier League. For Watford we manage all of their data and insights via our Sportswise platform and for Tottenham Hotspur we have worked closely with them in the lead up to moving in their new stadium”.
“As an agency, we are incredibly fortunate to have acquired an outstanding team of hard working and talented staff. We all love what we do, and our reward is the long term client relationships we enjoy from delivering a consistent high level of support and ROI. It is also fabulous to be recognised by the Football Business Awards which in turn gives us a bench mark to aspire to and improve on next year”.