Can theatres learn lessons from football?

With UK theatres facing increasing competition for audiences, can they learn valuable lessons from football?

Northampton Town football supporter Laura Bushell took Martin Sutherland, chief executive of Royal and Derngate Theatres in Northampton, to a league match.

They discovered how football builds heavily on its loyal fan base and how theatres might learn from this.

Inside Out is broadcast on BBC One East on Monday, 2 November at 19:30 GMT and nationwide thereafter on the iPlayer for 30 days.