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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.   

Insights

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. 

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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.  

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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 

Studio 2, 21 Mary Street,
Surry Hills,
NSW 2010, Australia
Phone: +61 2 8004 8590
Email: team@connectmedia.com
Connect Media is committed to improving the ongoing sustainability of our events. We aim to minimise our environmental footprint and seek to ensure a continued focus on both the short- and longer-term impacts that may affect our people, clients and community. We are committed to reflecting the diversity, both visible and invisible, of our society across all our events, and always seek to do so to the best of our ability.
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Arti Oza

As Connect Media’s sole Designer, Arti is responsible for the creative visual direction and design of our entire suite of multimedia commercial and promotional material. She holds a Bachelor’s Degree of Design in Animation from the University of Technology Sydney. Arti’s artistic skill extends beyond her diverse corporate portfolio, and she has been known to draw incredibly realistic and stylised portraits of people.

Rachel Dreyfus

As Production and Operations Coordinator, Rachel has direct oversight over our event production portfolio and is responsible for securing our executive keynote speakers and panellists for our major events. She has a diverse administrative background in hospitality and database management, holds a Bachelor of Fine Arts (Ceramics) from the National Art School, as well as a Masters of Management from ICMS.

Outside of the office, you will find Rachel teaching ceramics to kids and strategically surf-lifesaving outside of the water.

Mitch Cohen

As Content Manager, Mitch is responsible for setting the strategic-agenda for our entire suite of industry and bespoke events, as well as the design, execution and editorial oversight of B2B content marketing services for our clients.

LACHLAN WATTS

Lachlan is a Partnerships Executive at Connect Media, where he manages strategic partnerships for our range of industry-leading business events. With a background in association membership, marketing, and communications, he has a keen ability to connect organisations with the right audiences to drive engagement and commercial success.
His experience spans sponsorship sales, account management, and marketing strategy, with a strong focus on interpreting data and insights to enhance visibility. Beyond his professional work, Lachlan is passionate about volunteering and in his free time tutors young students in rudimental drumming, a field in which he holds several Australian titles. 

Lisa Eam

As Client Event Manager, Lisa is responsible for the seamless, back-end management of our event operations. She also charges the management of client, speaker and sponsor needs across both our event and bespoke roundtable offerings. Lisa holds a Bachelor’s Degree in Management in Events and Leisure from the University of Technology Sydney and has an extensive background in venue management and hospitality.

She currently holds the office title of ‘In-House Expert’ when it comes to the Sydney culinary scene, and is often the envy of all our office lunches.

Jessica Ewing-Flynn

As Commercial Director, Jessica is responsible for developing commercial partnerships across our entire suite of industry-leading events. Her extensive experience in the events sector spans both operational and client-facing roles, covering large-scale events through to bespoke engagements. She holds a Masters of Business Administration (MBA) from the University of South Australia, and a Bachelor in Event Management from the International College of Management Sydney.

Jessica hails from the Northern Beaches, where she is renowned as an extremely average runner, and a slightly better swimmer.

Malin Haug

As Event Manager, Malin is responsible for the seamless back-end management of our event operations. She also leads the management of client, speaker, and sponsor needs across our events and bespoke roundtable offerings. Malin holds a Bachelor’s Degree in Event Management from the University of Technology Sydney and brings extensive experience from the event space and customer service to her role.

Malin is an eager hobby sewist and creates her own clothes. Whether it’s a carefully crafted blouse or a tailored vest, chances are she’s sporting one of her designs whilst on-site

Jane Forbes

As Marketing Director, Jane plays a pivotal role in realising our long-term marketing agenda. Before assuming her current role, Jane served as Connect Media’s Data Manager for over two years. Jane holds an Advanced Diploma in Hospitality Management, and has over a decade’s dedicated senior experience in the events space. Jane enjoys escaping the hustle and bustle of the city to spend quality time at the beach with her young family.

Bridee Arrighi

As Operations Director, Bridee has operational oversight of our entire event portfolio, including stakeholder relations and end-to-end event management. Bridee graduated from Macleay College with a Bachelor of Business specialising in Event Management, and has over five years’ dedicated experience in the events space.

Bridee has a passion for the outdoors, and was quick to commandeer the best window seat in our office.

Dominic Patterson

Since founding the company in 2009, Dominic has fostered a culture of innovation and creativity, producing world-class conferences and pioneering advancements within the industry.

A media entrepreneur with over 20 years’ experience in B2B communications and events, Dominic has led Connect Media to be twice recognised as a BRW Fast Starter, a BRW Fast 100 Company, and a SmartCompanySmart50.

A keen sportsman and a supporter of the performing arts, Dominic maintains an active interest in public policy and has hosted a radio show with several listeners.

He has a Bachelor of Arts in Management (Economics) from the University of Westminster in London, certificates from AFTRS, NIDA and is a member of the Australian Institute of Company Directors.