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Redefining relationships with Fans in Sports

By Borja Burguillos

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Following my first article series «Reshaping and expanding revenue generation models”, today I want to continue talking about the future of our industry and what are the main challenges we have ahead.

I went through the 2021 outlook report for the US sports industry prepared by Deloitte and I do agree on most of it so I would like to condense the main ideas and takeaways. I strongly believe that 2021 was a pivotal year within Sports & Entertainment and many changes are coming at an accelerated pace. It is taking long, but tech adoption will grow exponentially in 2022 and within the next 3 years. 

Today I want to talk about one of the three critical issues identified by Deloitte;


Redefining relationships with Fans in Sports.

While it’s been increasingly important for sports organizations to tighten fan engagement for some time, COVID-19 has amplified the critical need to reimagine the way they engage with their fan bases. Their focus should be on unlocking the power of digital technologies to build year-round, two-way relationships with fans.

Key opportunities for growth

 

First and foremost, it’s critical that sports organizations invest in the infrastructure required to power digital channels, streaming platforms, and augmented and virtual reality solutions. Organizations should consider employing a wide range of channels and content types to meet varying needs across their fan bases. For example, the Deloitte Fan Experience survey found that when seeking rapid updates, fans prefer to use sports news websites, television, and social media. Fan demographics also shape their channel preferences: Deloitte’s survey found that millennials are 40% more likely than baby boomers to use social media to obtain

information about their favorite teams and players. In addition, 40% of fans in Deloitte’s survey indicated that the presence of real-time augmented reality stats on screen would increase their likelihood of watching a live game.

 

Sports leagues and athletes also should move beyond traditional broadcasts and start interacting directly with their fans. For example, they should encourage their athletes to become increasingly active on social media year-round to maximize fan engagement and

monetization opportunities.

Sports organizations should consider several other vehicles to boost fan engagement:

  • eSports: As the popularity of esports continues to skyrocket, it is helping teams, leagues, and athletes boost fan engagement. For example, the COVID-19 pandemic led the NBA’s Phoenix Suns to simulate its remaining regular-season games on NBA 2K, streamed on Twitch.

  • Fantasy sports: Studies have shown that fantasy sports make fans more likely to watch games on television and attend them in-person.

  • Sports betting: Fans who participate in sports betting are increasingly watching not only their favorite teams, but also any other games on which they’ve placed bets.

  • Fan districts: To help extend the in-stadium experience, teams should explore partnering with municipalities to build “fan districts”.

  • In-stadium improvements: To help bring fans back to stadiums, organizations should present a stronger sales proposition regarding the benefits of in-person attendance. Teams should consider making several improvements, including contactless technology, better in-stadium connectivity (taking full advantage of 5G wireless technology), and more player-fan engagement exclusive to the live venue.

Key challenges to overcome

 

Effective fan engagement relies heavily upon having the best data possible to enable highly personalized interactions with fans. As such, sports organizations should put the security of fan connections and data at the center of their digital strategies in order to maintain trust.

 

Traditional sports broadcasters now face stiff competition from social media and streaming video services, all of which have secured deals to stream live sports events. Sports organizations are now challenged with balancing the needs of fans who primarily view traditional broadcasts and those who prefer digital platforms.

Actions companies should take now

  • Examine the actions of other industries. Explore and learn lessons from how retailers and consumer products companies have engaged customers over the past decade.

  • Redevelop mobile apps, with a greater emphasis on delivering unique and added value to fans via content exclusives and personalized rewards programs.

  • Experiment with content and storytelling to create strong programming around teams and athletes.

  • Prioritize fan data by considering a portfolio approach to events, products, and services that meet different needs across different touchpoints throughout the year.

Strategic questions to consider


  • Without new games on TV or streaming services, where are athletes and fans connecting, and which channels are most effective at fan engagement?

  • How does a franchise’s mobile app support a holistic, data-driven strategy across the business? How does it leverage data to deliver premium experiences to fans?

  • How can teams leverage their most popular athletes to create more stories and fan touchpoints?

  • How can leagues and teams take full advantage of 5G technology to boost fan engagement and the overall in-stadium experience?

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