It’s strange isn’t it…brands spend huge amounts of money building their reputation and then trying to keep their customers (often offering financial inducements to maintain their loyalty). With football, you can sit on a windy and wet seat, watching your team toil, often unsuccessfuly, suffer the indignities of losing to your closest rivals, bear continual season ticket price increases…and yet, you still follow them, you remain loyal to them…if only brands could unlock the secret of football loyalty!