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These new ways to revel in live sporting events could continue to grow only if fans feel like they enhance the core event and don’t get in the way of their entertainment experience.
The 2021/22 Premier League season will start on Friday August 13 as newcomers Brentford host Arsenal - and there are 128 matches to look forward to across the campaign. During these events, the BBC offer an unrivalled live-blog service, perfectly blending informal chat with commentary from pundits and interactions from sports fans via social media Being up to date on social media is crucial for Game Changers - they follow players they look up to. Some of them might not even have a team, preferring to cheer on certain individual stars that speak to them. They can interact with the commentator, fellow fans and even players live, providing a two-way engagement that puts the fan at the center of the live event. Kevin Westcott, Jana Arbanas, Chris Arkenberg, Brooke Auxier, 2023 Digital media trends: Immersed and connected, Deloitte Insights, April 14, 2023. View in ArticleWhether it be platforms that blur the lines between social and gaming, or spaces that prioritise community and inclusivity, think of how you can show up in the places that today’s audiences live. Place consumer behaviour, technology and cultural trends at the forefront of your thinking.
How can leagues and teams further capitalize on the star power of their own athletes—and their social media followings—to draw in younger audiences and influence their behaviors? The challenge for sports marketers is to create innovative and engaging marketing strategies to reflect these trends, which includes finding ways to deliver personalized content that speaks to the new crowd of fans while maximizing long-term revenue for the club.
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The more detailed you can get, the better: come up with a name and image for each persona, and ask yourself the following questions. Gone are the days where a one-size-fits-all approach of advertising sufficed: today’s crowd expects the red-carpet treatment in an industry where they have a galaxy of other options at their fingertips — and can switch their attention at any moment. In a digital society where the individual is king, sports marketers need to make their fans feel valued, and the perfect way of doing that is to tailor content to each person . Despite the shifting landscape, sports fans still seem to be very enthusiastic. Data from Deloitte’s Sports Fan Insights survey shows that current sports fans are quite passionate and willing to invest their time and money into their fandom. Over three-quarters of those we surveyed rated their sports fandom a seven or higher (on a scale of one to ten). 1 Additionally, nearly 90% of fans say that their fanhood has grown (37%) or stayed relatively the same (52%) over the past three years. Coming out of the COVID-19 pandemic, where sports suffered significantly, this is an improvement. 2
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