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How dopamine and cocaine will help raise the attendance of the WBA matches

WBA attendance


The 70-year-old spouses, the longtime West Brom fans, have been making for several days the masks for themselves in the form of canaries, similar to Donald Trump and Angela Merkel.

They try very hard, for if an elephant cub selects their masks, they will be able to take a urine sample at the post-match doping test for their grandson, the WBA striker, who has accidentally put in cocaine nose drops.

Want to know what’s going on? Read to the end. It will be interesting!



Here is the next issue of #AlienForClubs, where I, Leon The Alien, armed with sports neuromarketing, develop peculiar strategies for clubs.

At the moment I’m doing this for clubs from MLS and the Premier League. In the Premier League I have already developed strategies for Middlesbrough and Chelsea. Today it is the West Brom’s turn. But first I will as always talk about the approach that will be applied.

Dopamine has many properties in our body. Many of them are far from the popular idea of this hormone. But we’re going to focus on dopamine namely in the context of a reward system.

It is important to understand the effect of dopamine in motivating a particular act. For example, as the study of Spanish and British scientists shows, almost half of the people with gambling addiction entirely lose their future planning ability. Dopamine plays a great role in this.

Understanding the effect of dopamine is widely used in gambling business and in creating games for your smartphones and consoles. You have yet to learn about this from an article on a ludic loop, which is to be posted shortly.

Besides there is an interesting connection between dopamine and religion. The expectation of something good after death or in another life brings about dopamine release. That is, someone feels good right now. And it’s definitely not Richard Dawkins.

Robert Sapolsky, professor of biology at Stanford University, emphasized in one of his well-known speeches that dopamine is excreted while waiting, and not at achieving results as many believe.

I’ve also emphasized this earlier in my articles: a monkey sees an easily obtained fruit on a tree and dopamine release takes place.

Just think about your own experience: how many times did your expectations fail to meet the consequences? How many times did the reality turn out to be less pleasant than its image in your brain?

But Robert Sapolsky continues to disclose the details of dopamine release. In those cases, where there is only a 50% probability that an event will occur, the release of dopamine is tripled.

Why? Because uncertainty becomes the cause of dependence. I’m sure you will recollect a lot of similar examples from your own life experience. Take for instance a potential partner who begins to behave in a strange way, without giving you a direct answer as to the mutual sympathy. This makes you even more dependent, as there is more dopamine released.

Nevertheless, today we are talking about dopamine usage in sports. The way one can use oxytocin in working with fans has already been considered. We have discussed the possibilities of testosterone usage as well.

In my practice, I’ve proved many times that the most effective tools are built on simple logic. In this case, we’ll also apply the simplest logic: to get people hooked on uncertainty.


Why West Brom? Regarding stadium occupancy rates of the Premier League home matches the WBA, despite its pretty good place in the 2016/2017 standings, has a result comparable to the league’s outsiders.

What can we do? Combine the activation of sponsorship, uncertainty and the Internet. We’ve got to create a show in which random fans will perform some work for the players, and competent employees from the sponsoring companies will give them a hand.

First, you’ve got to create interesting uncertainty. The usual random choice by places is not the best option. To make the show interesting, one should still select creative people. This requires a creative contest. Say, the most catching mask.

To exclude the voting option in this kind of competition (particularly as the amount of masks will increase every time – as this is easy to provide), the photos of fans in masks will be selected by animals. For example, in the case of Chelsea, we engaged stray dogs and cats, so in the case of West Brom one can pay attention to the problems of wildlife.

The mask will be selected by a fox cub, an owl chick or some other wild animal’s cub. And fans will have a chance to send money to support this species.

The selected participants together with the sponsoring companies’ employees will solve the specific problems of the players. For example, someone needs to do his homework, to pass a driving test or an after-match doping test. Of course, all this will be done with humor and will be broadcast in social networks.

Thus the West Brom brand will be further associated with creativity, helping (wild animals and football players) and humor. Considering the boring marketing peculiar to football clubs, such vividness will help not only to increase the attendance through increasing incomes from the match day. It can become the foundation for an internationally attractive brand.

Did you enjoy the post? Then you will find a lot of helpful staff in my blog. And not to miss anything, subscribe to the weekly E-mail newsletter and my Twitter!

Do you want to receive advice, a detailed strategy or involve us in implementing this strategy in your club? Just make your request by sending me a message on E-mail leon@sportsneuromarketing.com, and we will contact you within 24 hours.


Best regards,

Leon The Alien


SEE ALSO: How to make money on fan rumbles


Images: Richard Heathcote, Giphy