Image and positioning research for Roda JC

Roda JC is a Dutch soccer club based in Kerkrade. Its full name is Sportvereniging Roda Juliana Combinatie Kerkrade. The soccer club currently plays in the Keuken Kampioen Division, but also has extensive experience at the Eredivisie and European levels. The club has a hugely committed fan base, which is proud of the club and of which the club itself is also proud. Roda JC therefore considers it important to align its image and positioning. In order to determine which elements needed to be tweaked and worked on for optimization, the club's various target groups were surveyed.

“The most valuable aspect of our collaboration, in my opinion, was the context that Markteffect provided Markteffect the figures. Individual figures don't mean much to me. Thanks to Markteffect expertise Markteffect the world of soccer, they are able to benchmark (without violating privacy), which brings the figures to life. This gives us at Roda JC insight not only into the figures, but also into how these figures relate to each other.”
Jordens Peters, Managing Director, Roda JC

A quantitative online survey was conducted among both B2B and B2C target groups, namely season ticket holders, former season ticket holders, other supporters, residents of the region, sponsors and business relations, former business relations, and employees. Roda JC has a large number of target groups to deal with. Fortunately for them, it appears that the level of engagement with the club is (very) high among all these target groups. In addition to engagement, the survey also looked at the club's image, reputation, and positioning relative to other soccer clubs.

Roda JC supporters have been fans for decades on average. It is often passed down from generation to generation. As expected, season ticket holders are the most involved with the club. They are also very active in following Roda JC and make an active contribution themselves by participating in fan clubs, among other things. This high level of involvement sets Roda JC's fan base apart from other clubs in a positive way. The Parkstad Limburg Stadium and the club's rich history were mentioned by all target groups in this study as the most distinctive aspects.

“As a researcher and soccer fan, it is incredibly enjoyable, but above all valuable, to be part of the journey that Roda JC has undergone. Seeing how Roda JC is putting the research results to use makes you feel proud. I am curious to see how the new policy plan will help the club going forward, but I have every confidence in it!”
Krijn Vugts, Research Consultant Markteffect

The research confirms expectations regarding the involvement of Roda JC's supporters. This, together with the club's rich history and stadium, means that it is the fans who determine the club's identity. Roda JC is in the blood of its supporters and forms an essential part of their lives, becoming a culture in its own right. This is reflected in the challenges facing the club in becoming and remaining part of society. Among other things, fans have a great need for information and a desire for openness and transparency, because it is such an important part of their lives. The image and positioning research formed part of the basis for the renewed policy plan with the theme "Stand up & Take Action,"with which the club hopes to achieve its goals.

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