Nottingham Panthers
Enhancing Fan Experience & Strategic Insight
The Client
Established in 1946, the Nottingham Panthers are one of the UK's most recognised professional ice hockey teams. Competing in the Elite Ice Hockey League (EIHL) and playing home games at the Motorpoint Arena Nottingham, the Panthers have a loyal, passionate fan base and play an important role in the city’s sporting identity. As they continue to grow, the organisation is dedicated to understanding their supporters more deeply and strengthening their match‑night experience.
The Challenge
While previous league‑wide research provided general insights, the Panthers had not yet undertaken their own targeted study of their fans. To support future growth, they sought a deeper understanding of:
- Who their fans are, and what motivates them
- How to enhance the match‑night experience
- How to attract new audiences, including students and occasional attendees
- How to use data to strengthen commercial partnerships
To address this, they collaborated with a team of MSc Marketing students as part of the Postgraduate Consultancy Experience Project.
The Project
The student consultancy group worked closely with the organisation from October to December 2025. Their work included:
- Designing and distributing a fan survey with support from the Panthers’ internal contacts
- Conducting demographic and behavioural analysis
- Exploring motivations, barriers, and attendance patterns
- Identifying opportunities to enhance match‑night experiences
- Making strategic recommendations on audience growth and partnership alignment
The team presented their findings in a comprehensive final presentation that combined robust research with practical, evidence‑based insights.
The Results
The Nottingham Panthers were highly impressed by the quality of the student work. They praised the professionalism, engagement, and commitment shown throughout:
“We were very impressed with the presentation from the students and their commitment throughout the project.”
The research validated many of the organisation’s early assumptions while providing independent, unbiased confirmation of where improvements should be prioritised:
“Research from an unbiased perspective is essential for our organisation as we continue to grow and enhance our match‑night product and overall experience.”
The survey results and recommendations aligned closely with internal thinking, reassuring the organisation that they were focusing on the right areas:
“The survey responses and the students’ recommendations aligned closely with our own initial thoughts… which reassures us that we have identified the correct areas for improvement and where to focus our efforts.”
The Impact
The project delivered substantial value to the Nottingham Panthers by providing:
- Clear, data‑driven insights into fan demographics and behaviours
- Evidence‑based recommendations for enhancing the match‑night experience
- Guidance on attracting new audiences, especially students
- Direction for future partnership opportunities, informed by supporter interests
- Validation of the club’s internal priorities and strategic direction
The Panthers highlighted the positive impact of working with an engaged and motivated student team:
“The students were highly engaged across the project and this was clearly reflected in the quality of their presentation and findings.”
Client Reflections
The organisation thoroughly enjoyed the collaboration:
“We thoroughly enjoyed being involved and found the experience extremely valuable.”
They also strongly endorsed the consultancy experience for other businesses:
“We would certainly recommend the group project to other local businesses looking to support passionate students while also addressing organisational needs.”
The overall experience left a lasting positive impression:
“Thank you for the opportunity to work alongside your students; it was a pleasure getting to know them during the course of the project.”
To find out more about Nottingham Panthers, please visit the Nottingham Panthers Webpage.
Postgraduate Consultancy Projects
Do you have a business challenge that could use a new perspective?
Get in touch with us at NBSStudentProjects@ntu.ac.uk to find out how we can work together.