AN ESSAY WORTH YOUR TIME

"1000 True Fans" by Kevin Kelly

The future of sports is shifting toward a brand-centric and athlete-focused model, largely due to digitisation and globalisation reshaping what it means to be a fan.

Once an event-driven industry, sports have transformed into a year-round, attention-driven enterprise, where fans are the most valuable asset. Today, they face an overwhelming array of entertainment choices, platforms, and events for their time and money.

?? Just as customers are vital to businesses, fans are at the core of the sports industry. The unique power of sports lies in the emotions it evokes.

Without fans, the industry wouldn't thrive. Fandom acts as a cultural superpower, evolving into a key currency in both brands and entertainment. Fans no longer need to connect in person; enjoying sports together has never been easier.

?? In his seminal 2008 essay "1000 True Fans," Kevin Kelly foresaw the internet's profound impact on creators’ livelihoods:

"To succeed, you don't need millions of fans or dollars. You only need thousands of true fans." - Kevin Kelly        

?? While Kelly didn’t specifically reference athletes, his message applies perfectly. To paraphrase him, a True Fan is someone who will buy anything you create. These devoted supporters will travel great distances to see you compete, celebrate your victories, and comfort you in defeat.

True fans stand by you through every challenge, adjusting their schedules around your events, purchasing your merchandise, and engaging with your exclusive content.

?? To thrive as a professional athlete, you don’t need a million followers—you need just 1,000 True Fans. This goal is much more attainable than reaching a million.

Unlike big corporations and traditional media outlets that cater to the masses, you can carve out your niche and build genuine connections. Achieving success with 1,000 True Fans offers a viable alternative to the elusive dream of global superstardom.

Instead of chasing the rare heights of celebrity, you can focus on creating meaningful relationships with a smaller group of dedicated supporters. No matter how many fans you accumulate, you’ll find yourself surrounded by authentic appreciation rather than fleeting infatuation.

?? Attracting 1,000 fans is far more realistic than amassing a million. Thanks to the internet, your niche audience is just a click away from discovering you and your offerings. The main challenge is to either seek out these fans or allow them to find you.

Once you've earned their loyalty, decide whether to expand your fanbase or enhance the value you provide to increase your earnings.

While 1,000 fans won't fill a stadium, they are all you need to make a living. As the influence economy expands, more individuals are monetising their passions. E-commerce, crowdfunding, micropayments, and new creator tools such as branded platforms have lowered the bar for success, enabling creators, athletes, influencers, and affiliates to earn more with fewer fans.        

?? In this landscape, fans wield the power, armed with just a smartphone and a Wi-Fi connection. Clients and prospects are secondary; what you truly need are fans. How will you attract yours? Cultivate relationships with those who are genuinely invested in you. Earn their loyalty, attention, and trust—because the more fans you have, the less you’ll need to sell.

GET IN TOUCH to find out more about how we are using branded platforms to enable the athletes from Africa to build meaningful connections with their fans, drive new revenues and build athlete brands, for sustainability during and beyond the game.

Our Podium Pursuit Collective brings together more than 5 500 of Africa's top performing talent into a single ecosystem that unlocks value for fans, athletes and brands.

REBECCA ELIOT is the co-founder of PROTOUCH headquartered in South Africa with recent expanded presence in Rwanda and the United Arab Emirates. She is a regular key note speaker at Sport Industry Summits on topics such as fn engagement, activating interactivity and driving new revenues.

PROTOUCH is dedicated to enhancing fan engagement and generating new revenue streams for sports brands through advanced technology solutions and strategic consulting. Together with its technology partners, it provides branded platforms for sports brands, teams, leagues and federations in Africa and the UAE.