For Sydney based Tottenham Hotspur supporters like myself last weekend was a very exciting one. Our beloved team arrived here to play in Australia for the first time in 30 years, triggering hysteria amongst my mates in the ‘Ozspurs’ supporters club. Fans travelled from all over the country and beyond our shores in great numbers and a near week long series of activities and celebrations ensued. A seriously good time was had by all.

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The current set of players went about their business in a professional manner, enduring endless taking of ‘selfies’ and signing of shirts in good humour.

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During all of this activity I was struck though by the contrast between football fans and football players.

Tottenham fans demonstrated an attitude to their club that must be the ultimate in brand loyalty. “Tottenham ‘til I die” is one of our favourite songs (and I even heard “Tottenham when I’m dead”). 

Football players on the other hand, in the main, are mercenaries. They may be hero worshiped by the fans but deep down we all know that if Real Madrid come knocking most of them will be off at the drop of a shin pad. No wonder that the players who demonstrate long term commitment to the cause are lauded for years after their retirement. Ledley  - “He’s only got one knee but he’s better than John Terr-ee” – King is our favourite.

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I think there is a lesson in all this for those who are interested in how to create an organisation with engaged and loyal staff.

For the fans the connection with the club is an emotional one. They love being associated with the brand, literally wearing their allegiance on their sleeves (and often on their skin!) They come together and enjoy each other’s company with a shared sense of pride. Businesses that can create this type of emotional connection with staff will be rewarded with passion and loyalty.

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For the players, on the other hand, the connection with the club is transactional. Football players are bought and sold as commodities by their employers and, despite the huge sums they are paid, they return the favour with a lack of loyalty. ‘Hire and fire’ style businesses that treat their staff in this vein will get the same result.  

So how would you characterise the staff where you work – are they fans or players?