Use your judgment to assess each match day moment based on what’s expected for that specific league, club, and budget. Each phase should be scored through the lens of:
Emotional Energy – Is there a build-up of excitement, tension, pride or connection?
Engagement – Are fans actively involved, not just passively observing?
Friction Points – Are there barriers or pain points in the journey?
Sensory Environment – What does the fan see, hear, feel, and experience in that moment?
Memorability & Shareability – Will this stick in their minds or compel them to share it?
Consistency & Cohesion – Does it align with the club’s brand, tone, and purpose?
1 – Poor: No presence or noticeable absence
2 – Functional: It’s there, but lacks impact or emotion
3 – Strong: Well-executed and contributes positively
4 – Memorable: Stands out and enhances the fan journey
5 – Benchmark: Category-leading; others should aspire to this
COMMENT
Note observations, anomalies, and nuances that a score alone can’t explain: What worked? What didn’t? Where did the crowd react or switch off? Were there moments of surprise, confusion, joy, or frustration? How did the moment feel in context? Was it consistent with the club’s identity and fan expectations? Avoid generic statements. Provide specific detail that helps paint a picture and builds a case for why the score was given.