We sit down with leaders in customer & employee experience to tease out new mindsets, core principles and best practices. Built specifically for leaders in sports & entertainment.

In this episode, David sits down with Shawn McIntosh, Charlotte FC’s Chief Fan Officer, the first role of its kind in any professional league.  Throughout the conversation, Shawn shares his strategies and tactics for building relationships with Charlotte FC supporters and community leaders and bringing that voice to the table in internal club meetings.

Show Notes

3:06     What is a Chief Fan Officer?

4:25     Sharing the fans’ voice with Charlotte FC’s senior leaders

7:29     Shawn’s background and fit for the Chief Fan Officer role

10:12    Bridging the gap between fan desires and business operations

12:39    Charlotte FC’s interview experience

15:46    Expectations of Charlotte FC’s corporate partners

17:54    Defining success and the vision for the Chief Fan Officer role

20:31    The Charlotte FC match day experience

23:05    Seeking inspiration outside of soccer

25:21    Incorporating the Charlotte culture into match day

29:13    Embracing transient cultures

31:26    Charlotte FC’s org chart and meeting routine

34:37     Engaging with Charlotte FC supporters

38:48    Trusting supporters with behind-the-scenes conversations

42:35    Fostering supporter to supporter connections

46:45    Charlotte FC’s Year One KPIs

50:55    Transparent conversations with staff and building culture

56:25   Shawn’s parting advice


For the latest news on Charlotte FC, follow them on Facebook | Twitter | Instagram | YouTube

Connect with Shawn via email or on Twitter


Charlotte FC, customer experience, fan engagement, fan experience, fandom, sports business, sports marketing

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