Chris Reed, marketing director at Rivals Digital, writes in his fortnightly column why he thinks football clubs must now start to take advantage of the loyatly of their fans.
"As television money for football is set to diminish, more and more clubs are beginning to realise the strength of their own brands and that they can safely exploit their consumer base," he said.
To read more on this, see the features section of today's sportbusiness.com
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