If you were to say you’re an Argentinian sports fan, what’s the first image that comes to mind? A drum beater? A fence climber? A Maradona worshiper whose emotional well-being depends on their team’s performance? We’ve heard them all, and none of them are fair.
Our industry has been trapped by fan stereotypes for generations, turning a cultural issue into a business problem. We’ve alienated millions of fans who don’t see themselves in the typical sports crowds depicted on TV. As a result, these fans often support their teams remotely, relying on streaming and digital content. They love their teams but feel disconnected, and the teams, in turn, are unaware of these fans and how to engage them. It’s time to bridge this gap and bring these passionate supporters closer to the action.
This issue arises when creating data strategies. If the information you collect is loose, every conclusion you draw will be misleading, and it will only get worse once you discover the source of the issue.
It’s time to reset our perception of sports fans and their motivations. Trends show that 95% of followers enjoy sports from home, but this doesn’t mean Gen Z won’t watch a full game or visit stadiums. Consider the vast number of international fans that competitions earn; for example, 70% of NBA followers live outside the US, highlighting how location influences fandom. Broad assumptions can mislead us; instead, we must understand each fan individually.
There is a way to help us reach this level of personalization and bring a generation of fans back into the fold, even if they live thousands of miles away. Technology is making incredible experiences possible for all types of fans, generating an emotional response that builds loyalty. With the addition of AI, we can quickly target these experiences in a hyper-personalised way. By applying targeted data analysis fundamentals, we can then understand who each fan is on a personal level, how they want to interact, and, therefore, how we can establish a deeper relationship that is mutually beneficial.
Some solutions I believe will generate this leap in personalized fan engagement include:
AI-infused broadcasting: Artificial intelligence is revolutionizing broadcasts by adapting real-time camera angles, stats, and language to match fan preferences. Turn on your TV five minutes before a game ends, and you’ll get personalized clips to catch you up. Plus, emerging imaging software can track where spectators’ eyes focus during a match, offering fresh insights into what truly captivates fans.
Gamified ecosystem: Boosting fan participation is crucial for understanding their motivations, with gaming at the core. Gaming now generates more revenue than music and movies combined, highlighting its significance in entertainment and sports strategies. Fans already cast votes, share predictions, win points, and earn prizes on various platforms. The next step is connecting these into a seamless experience, allowing interactions to carry over from one platform to another. Integrating disparate data sources and platforms requires effort, but the increasing adoption of APIs makes this a realistic goal for those willing to prioritize it.
Digitizing the stadium: To fully digitize the fan experience, we can’t leave stadiums behind. Many venues are still analog, but now we can integrate them into the digital ecosystem. Imagine magic bands like those at Disney parks helping fans navigate stadiums more easily via a club mobile app. This opens up personalized data applications, such as dynamic pricing, new VIP spaces, family zones, and AR experiences. The result? Higher venue occupancy and more meaningful interactions with fans.
What’s the value in all of this? By engaging fans one-on-one across geographies and platforms, we increase their opportunities to share first-party data, helping us truly understand our audience. The potential returns from engaging a new digital fanbase and introducing them to your broader offerings are vast and exciting, justifying the technical steps needed. There’s more to your fanbase than stereotypes suggest, and if we as an industry are ready to embrace them, the next era of sports digital transformation will truly begin.
Discover how Sportian blends deep sports expertise with cutting-edge technology to create unforgettable fan experiences. Ready to revolutionize your fandom? Join us now!
