The sports industry has evolved into a global powerhouse that rises meteorically each year, attracting new fans from each corner of the world. Fans are the heartbeat of sport and symbolise that it is more than just a game; it’s a universal language that connects a diverse mix of cultures.
The power and passion that fans inject into the game is indicative that organisations must ensure they build authentic connections and communities that nurture engagement, because the industry would be diminished without them. Some of the best practices that organisations have adopted for community building include:
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Personalised Experiences
Now more than ever, personalisation is a core expectation amongst fans which has caused organisations in all sports to devise strategies that create tailored experiences. The rise of Artificial Intelligence (AI) has been central to facilitating personalisation; it acts as an informant on fan behaviours which ensures the abundance of sport content available for fans to consume remains authentic and engaging. Sports fans already have emotional connections to their favourite teams and athletes so it’s important to leverage this to strengthen them further.
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Utilising Social Media
Social media is a leading vehicle that fosters fan engagement, especially amongst Gen Z consumers as over 68% of this demographic use it for sport consumption compared to 47% of Millennials[1]. Essentially, social media exists as a medium that forms a series of online platforms with a variety of functions that enhance fan engagement. This is a space where fans are able to connect with one another, their favourite teams and athletes, and find out the latest sporting news in real time. Organisations must effectively use social media channels to develop a tone of voice that aligns with the platform and demographic of fans that use them.
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Emerging Technologies
Emerging technologies are continuously integrating into the sport industry and producing immersive experiences for fans around the world. It’s predicted that the global sports technology market will reach $68.70 billion by 2030, symbolising just how far technology has progressed.[2] The introduction of Augmented Reality (AR) and Virtual Reality (VR) has proved revolutionary, opening the door to a whole new dimension that allows fans to absorb the match day experience from the comfort of their homes and connect through the Metaverse – a virtual reality where fans can connect, meet athletes, and engage in digital sport games.
Photo accredited to: Goodfon – Google
Measuring and Optimising Fan Engagement
The digital age has equipped the sport industry with tools that are pivotal in measuring and optimising fan engagement, especially Artificial Intelligence (AI) and data analytics. These tools provide invaluable insights that lead to a deeper understanding of fan behaviours, therefore simplifying the process of building authentic connections. It’s no coincidence that all the top teams now employ teams of analysts to break down the world of fan data available to organisations.
Future Trends & Predictions
Due to the scale and worldwide reach the sport industry has now developed, there is no doubt it will loosen its grip on fans worldwide any time soon. As we look to the future, one thing is certain, digital technologies will continue developing into dominating factors that are at the forefront of building authentic fan connections. Some of the key trends to look out for are:
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Need For Alternative Content
Recently, there has been a surge in appetite from fans for alternative content options. Match highlights and athlete / coach interviews will always be focal pieces of content that teams have to put out, however, behind the scenes access is proving popular for large portions of sports fans who are keen to gain insights into what athletes get up to off the pitch, whether it be pre-match rituals or strange hobbies.
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Advancement of AI
AI has quickly become deeply rooted into sports and its presence is now so large that most organisations would struggle without it. From a fan’s perspective, AI powered algorithms are paving the way for hyper personalisation as fans have content that resonates them at the tip of their fingers. AI will continue to advance and keep making life easier for organisations and fans.
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Smart Stadiums
Technological advances have resulted in the birth of state-of-the-art stadiums that elevate the fan experience. Spectators used to turn up to stadiums for kick off, watch the game and return home. In the modern age of the game, stadiums now have many touch points that are dominated by innovative technologies, creating a seamless experience. More teams will follow the likes of Tottenham Hotspur and Everton in the coming years and reap the expansive range of benefits that smart stadiums produce.
Photo accredited to: Goodfon – Google
In summary, fans have become heavily accustomed to personalisation and as such, sport organisations are increasingly aware of their duty to cater to this need. With the rise of technology, we are sure to see endless innovations over the next few years that continue taking the fan experience to new heights.
Want to speak to us about your next sport campaign? Get in touch at hello@hatch.group.
[1] https://www.svgeurope.org/blog/headlines/beyond-the-game-how-social-media-consumption-is-shaping-sports-broadcasting-according-to-vizrt/#:~:text=But%20they%20are%20watching%20more,platforms%20for%20sports%20content%20consumption.
[2] https://www.marketsandmarkets.com/Market-Reports/sports-technology-market-104958738.html
