No two sports fans are alike, and sports organizations should be agile in adapting and evolving their offerings to address different fan segments. Based on learnings from a recent survey on fan engagement in sports, we have identified moves teams and leagues can make to connect and deepen their relationships with fans.
Sports loyalty: A new game plan
Home field advantage is no longer simply packing a stadium or arena with your best fans. It’s about engaging distinct groups of fans inside and outside the game venue, during winning and “rebuilding” seasons, 365 days a year. Based on our analysis, we have identified five tenets that sports organizations should consider as they examine their approach to fan engagement:
- Know your target. To design effective engagement programs, teams must be clear—and specific—regarding the target with whom they seek a relationship.
- Make it personal. Programs designed to speak to everyone run the risk of speaking to no one.
- Think holistically about experience. The live game experience is a focal point for fan interaction and franchises alike. What lies beyond it?
- Engage year round. Meaningful relationships don’t start and stop with the sports season.
- Recognize loyalty. Recognize, reward, and record each fan interaction.
For more information about these topics write to: info@3e60sport.com