Unlocking The Beating Heart of Sports: The Art of Fan Engagement
In today’s dynamic sports landscape, industry leaders are navigating a multitude of complexities all while striving to deliver event experiences that unite and inspire the masses. Fans are the lifeblood of sport, yet connecting with them on a deeper level beyond the season’s end can be challenging. From securing the loyalty of casual supporters to bolstering diehard fanatics, business leaders must master the pulse of fan engagement if they are to stay ahead for the future.
As a trusted streaming technology company bridging the gap between brands and their audiences, Brightcove, in partnership with Connect Media, hosted an executive roundtable to discuss these trends, explore opportunities for innovation, and understand how leaders can stay competitive in the ever-changing sports market. Following the Business of Sport Summit 2024, the conversation was led by David Basheer, International Sports Broadcaster, with exclusive insights from Greg Armshaw, Senior Director, APAC Strategy, Brightcove, Alistair Dobson, GM Big Bash Leagues, Cricket Australia, and Laura Kane, Executive GM Football, AFL.
This article presents a high-level overview of these discussions and learnings that drove the evening.
Reimagining Fan Experiences
Delivering authentic in-person game-day experiences is pivotal to maintaining a passionate fan base. Leaders must be able to adapt to consumer behaviours and preferences, which can shift greatly based on venue location and audience. What works at a traditional venue like Victoria Park may not translate to modern stadiums such as the Marvel Stadium Melbourne, where light shows, fireworks, and music are all part of creating a captivating atmosphere. Each stadium and market are very different and require a tailored approach, ensuring that entertainment enhances the core sporting experience without overshadowing it.
As Alistair Dobson, General Manager for Big Bash Leagues, Cricket Australia emphasised, “It’s important to remain agile. You need to read the energy and climate of the game to craft those dynamic experiences that respond to key moments, all while reacting to the needs and wants of fans. That’s the challenge.”
In the same spirit, some audiences may be really interested in statistics or interactivity, and some may prefer an uncluttered viewing experience over digital channels.
Innovation Meets Authenticity | Fan Engagement in the Digital Era
As the sports industry is propelled into the digital era, traditional event models focussing on stadium attendance and live broadcast experiences have shifted toward a hybrid approach that integrates both digital and physical platforms. This transition has been driven by tech innovations, social dynamics, and evolving consumer interests, particularly among Gen Z and younger millennials who demand more immersive, interactive engagement. Business leaders need to take heed to these changes and start rethinking their approaches to how they cultivate a seamless game day experience for fans both in-person and digitally.
As Greg Armshaw, Senior Director of APAC Strategy, Brightcove shared, “In some markets, 80% of fans may never attend a physical game. So it’s about acknowledging the wider audience and fanbase outside of the stadium and really understanding how we can activate their engagement on the day.”
By connecting in-person experiences with innovative digital viewing methods from live streams to sports apps and their interactive event features, there is a massive potential to drive deeper fan loyalty and long-term engagement beyond game day.
There is a need for balance, however. Fan engagement is not just about showcasing the latest trending tech but also about creating a holistic experience that blends the excitement of live sports with the convenience of digital viewership. Leaders must avoid the temptation of adopting technology for the sake of innovation and instead focus on how they can effectively integrate digital tools that reflect consumer behaviours and preferences to deliver personalised experiences that resonate with different segments of their audience.
Data Insights for Bolstering Fan Loyalty
To scale consumer loyalty, leaders must leverage their data and analytics to understand fan behaviours across various touchpoints.
Personalisation is key, and to craft a winning engagement strategy that resonates with different segments of sports crowds, it is essential to take a holistic data approach. This entails continuously evaluating the interconnected data ecosystem of a sport—from third-party data sources and digital impressions to ticket purchases and the physical interactions of fans in the stadium. When optimised effectively, this information can deliver deep insights into how individuals, families, and communities engage with their favourite teams. It can unlock pathways for carefully tailored marketing and content for newer consumers of a sport, while sparking their curiosity and craving to return for more.
Leaders must be authentic and true to their core offerings as a sport, however, while always asking the question, why are fans participating in the first place?
As Armshaw emphasised during the roundtable, ‘You want to build engagement with fans across every touch point, wherever it is. But if you can start building a one-to-one relationship with your customer, that’s where you will find long-term success as a brand.’
Non-sports brands dream about the level of engagement and passion sports brands achieve, so they try even harder to build engagement through a multitude of channels. These methods and techniques are therefore not new, just new to sports and media.
It’s not just about the volume of fans coming through the gates each game, but understanding how these data touch points interact and tell a story about any given sports crowd. By understanding consumers on a more personalised level, there is a greater opportunity to foster the generational loyalty and long-term passionate fan base every sport aspires to cultivate.
Conclusions | The Road Ahead
As the industry continues to evolve, mastering the art of fan engagement remains paramount for driving consumer growth, building community, and securing long-term loyalty in a sport. Leaders must be agile in their approaches, balancing innovation with authenticity and ensuring that digital advancements enhance—rather than overshadow—the core sporting experience. By leveraging data insights across a sports ecosystem and crafting tailored fan experiences both in-person and online, business leaders can create deeper connections with fans, unlocking new opportunities to sustain engagement beyond the season’s end. Ultimately, those who can strategically blend a sport’s deep-rooted culture and traditions with modernity and innovation will create the competitive advantage needed to thrive in the coming years ahead.
Written by Mitch Cohen, Content Manager, Connect Media
