UP264 Anatomy of a Saint

Who, or what, is a Southampton (Saints) fan? It's a trickier question than it first appears, because when the sports business conversation moves to describing fans, it often refers to them as a homogenous blob of cliches and replica shirt wearing stereotypes. In reality, obviously, they are a collection of individual people, with different reasons for supporting a club. This makes pleasing them difficult. And this is the job of today's guest Sarah Batters, Director of Marketing and Partners...