Millwall Football Club will host a major fan engagement event at The Den on 16 September, partnering with The Business End for 'Let’s Get Engaged'. The event aims to transform how clubs connect with supporters, bringing together over 200 senior decision-makers from football’s commercial ecosystem. Coming off a strong 2025 season where Millwall finished 3rd in the Championship with 83 points (24W-11D-11L), the club is now looking to build on that momentum by enhancing fan experiences both on and off the pitch.
What is The Business End: Let’s Get Engaged?
The event, hosted by Football Black Book, will unite leaders from Premier League clubs, international federations, and technology innovators. Through case studies, data insights, and open discussions, attendees will explore how engagement drives revenue, loyalty, and long-term growth. Topics include digital transformation, matchday experience, and content strategy, all aimed at delivering measurable impact in a competitive fan landscape.
Why is Millwall Football Club involved?
As a club with a passionate fanbase, Millwall recognizes the importance of deepening connections with supporters. The event aligns with their goal of fostering stronger relationships, especially after a season where they scored 64 goals and conceded 49, finishing just 12 points behind league leaders Coventry. By hosting at The Den, Millwall positions itself as a leader in fan engagement innovation.
What can attendees expect?
Delegates will enjoy six expert-led panel sessions, networking opportunities, and practical discussions on CRM, loyalty programs, and commercial growth. The day will conclude with a drinks reception, offering attendees actionable insights to take back to their organizations. The event underscores Millwall’s commitment to staying at the forefront of football’s evolving fan engagement landscape.
