Huddersfield Giants Flfc

1. Introduction; Despite having a successful year in the 2004 season, the Huddersfield Giants have failed to increase their attendances by enough to continue their development into a top club in the European Super League. This is a report to identify and solve problems preventing the Huddersfield Giants from gaining consistently high attendances.

2. Findings;

2.1. Poor public awareness - As a recent survey has shown, almost everyone in Huddersfield is aware of the Giants' existence. It is, however, clear that they simply show no interest in either Rugby League or the Giants. This is most obvious when walking through the town centre - the quantity of Giants merchandise, either worn by commuters or in cars and shop windows is negligible. In comparison, Huddersfield Town has a large presence in the area, similar to that of the Bradford Bulls in the city of Bradford. This poor awareness results in a lack of interest in games and results, which must be rectified in order to gain free publicity; the best form of advertising is word of mouth, as a friend's recommendations are more trustworthy than that of a large company. If an individual is exposed to enough news and merchandise related to the Giants, he will begin pay attention to Giants news, similar to how it is easy to gain an affinity with a particular rock band by seeing large quantities of people wearing their t shirts - at the Carling festival I noticed that many people had 'Kasabian' flags. I did not know of this new band, but soon remembered their songs when I heard them. Similarly, if constantly reminded of the existence of the Giants, the people of Huddersfield would begin to remember recent Giants news. This is involuntary, and subconsciously many people would begin to follow the club. Such people would then be willing to attend matches which had special deals designed to capture new customers.

2.2. Huddersfield Town - HTAFC are considered to be the only significant professional sporting club in the town of Huddersfield. For this reason many people would be willing to watch a Giants match, but would not even consider them to be a team they would support 'full time'. These individuals consider Rugby League to be a minority sport, comparable to the likes of bass fishing and curling. When marketing to these people it is important to consider that they are different to other members of the community; they must first be convinced that Rugby League isn't a minority sport, and the 'Rugby' stereotype must be lost.

2.3. High prices of admission - A recent survey showed that the population of Huddersfield are, indeed, not discouraged from attending Giants matches because of the relatively high prices of admission. They do, in fact, consider the prices to be cheap, as they are often compared to those of HTAFC. Away supporters, however, think differently. These will compare the prices of admission to those of their own club, and will invariably find them to be too high. It is often considered that Ј14 is the most an adult will be willing to pay to watch a game in a high quality stadium such as the Galpharm Stadium. It is often found that many supporters of other clubs would rather stand in a terrace than pay extra to sit down. A Good example of this is at Headingley or Odsal; the terraces will regularly filled more than the seating areas. In this way the Galpharm Stadium is at a disadvantage.

2.4. Poor product;

2.4.1. Unsuccessful team - A successful team will invariably gain support. For a team to be considered successful, however, it must attain frequent victories and be competitive throughout the length of a season or more. The Giants high league placing at the beginning of the 2004 season does not constitute a team being successful; Potential supporters would be attracted by the victories, but would soon lose faith when the team loses. This is evidently the case because a great deal of current supporters are of the older generations, i.e. the more successful generations. These will return in the hope that the team will start winning again. Those who watched during the more recent years have not returned, and are mirrored in today's supporters (or lack of them).

2.4.2. Playing Style - Spectators of modern day Rugby League like to watch a fast, open game played by athletes showing various skills. They like to see a great deal of passing and offloading with an emphasis on the skills shown by backs. The modern day supporter likes forwards who are part of many large, but essentially fast collisions. This is in stark contrast to those who watched the sport during the days of winter rugby. These are often more suited to Rugby Union in that they wish to watch a game of attrition where players battle for possession and territory. Given that almost all Super League teams have changed to play a more open style, it is much harder to be attractive to the older generation.

2.4.3. Lack of terraces - A large proportion of attendances at Giants games will be away supporters. The majority of these have been found to prefer to stand in a terrace than to sit down, as is shown at grounds such as Odsal and Headingley. This is the case because whilst standing supporters can stand closer to each other, giving a thicker atmosphere and making the match more enjoyable. In seats this is not possible and so the match day experience is undermined.

2.5. Lack of local derby match - "I don't care where we come next year as long as it is one place above Wigan" - Almost all Saints supporters. A local rivalry is essential to a club's success for many reasons. It not only gives at least one game a year which is guaranteed to have a relatively high attendance but also adds to the culture of the club. New and potential supporters love to learn of a local rival who the club likes to beat more than any other; recent results against this club will undoubtedly be a point of discussion amongst supporters of the Giants and so could lead to advertising through word of mouth. Giants supporters will also attempt to convert friends into supporters, if only to help them in arguments against the fans of this rival team. If anything, it makes being a supporter of the Giants more than simply being someone who goes to matches; when choosing to be a supporter the customer will also be buying their way into a culture and tradition. This culture and tradition must include having a local rival. All top sporting clubs have a local derby, and the Giants should have too.

3. Recommendations;

3.1. Increase of merchandising;

3.1.1. Lower Prices of Certain Products - Some items, such as replica shirts, are likely to be bought by most supporters regardless of price. The great majority of other