Fortuna Hjørring brings their club history to life by connecting what they are doing today (quality football) back to their heritage (knitting).
Like all great stories, they offer archetypes that symbolize a trait or value intrinsic to the club. The knitting club tells the story about the spirit of community. The character John Robert Larsen thinks big by creating the international soccer tournament to build in a sustainable resource for the club. The story evolves to share with fans how the club succeeded in living up to this "think big" attitude by making it to the UEFA Cup finals. This is a club comfortable with grand goals, and we get the sense that it won't be long until we will see them at the finals again.
By connecting fans to their unique heritage, we understand that this is a club that cares about community and isn't afraid to think big. By bringing this story to life, chances are fans and players won't see Fortuna Hjørring as just another club.
How could this be even better?
The club has a decades of heritage that it can leverage. Fortuna Hjørring has archetypes (knitting club, Larsen, and star players) that have changed the dimension of the club. Turn these characters into legends that the entire club - fans, players, staff and front office - can identify with. Memorialize them in special ways (think powerful images showcased around the club house, wall of fame, awards, field naming) that use these legends as symbols to celebrate the values of the club and inspire the club's future.
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Source: Fortuna Hjorring.
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The Swedish League Cup as Told Through the Club Website
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