Ignite the Spark: Fueling Sports Fan Engagement Through Communication

On the day that English Cricket is in meltdown over the allegations of racism and elitism, and the lack of communication or listening from the authorities, as well as whilst the news that the senior management at One Football have moved on, it seems like a pretty good time to focus on a simple set of words.

Over the course of the past year, I have tested out this hypothesis with a host of people.?From dropping it into conversation to formally broaching it or discussing it as a part of the Fan Flywheel I produced last year.?

Its been interesting to see that without exception everyone has responded positively, though I will admit few then know what to do next…?However, the first step is critical as without it we can’t build what is needed.

You can’t build Communities without Communication.

It seems so obvious and so simple and yet, even in 2022 we as an industry have been working hard at building communities ye have refused to enable communication, all whilst directing the communication to external social media applications where we pretend, we are enabling a conversation.

In the fast-paced world of sports, teams and organizations constantly strive to build vibrant communities and foster passionate fan engagement. They invest substantial resources in marketing strategies, digital platforms, and captivating events, all with the aim of capturing the hearts and minds of sports enthusiasts. It’s genuinely exciting to see this level of investment.?However, as they look at the P&L and wonder why it hasn’t radically changed despite all this investment and this flurry of activity, one crucial element often gets overlooked—the power of communication.

Imagine a sports community without communication—a stadium devoid of cheers, social media platforms void of conversations, and fan forums devoid of passionate discussions. It's like building a beach without sand (I grew up in Rio so a beach is sandy in my book!); it simply doesn't work. The essence of a thriving sports community lies in the interplay of ideas, emotions, and connections brought forth by effective communication.

Communication is the lifeblood that fuels sports fan engagement – or as I like to say, fan involvement. It creates a sense of belonging, strengthens connections, and amplifies the collective voice of a community. When sports organizations actively encourage and facilitate communication, they unlock a wealth of opportunities to nurture and expand their fan base.

In the process to try and buy Chelsea, one of my roles was to reach out to the fan groups.?It’s funny because it was clear none of the other bidders had until they heard what I was doing, but equally I’m sure that on the walk to the stadium each game day they don’t stop by and say hello to those groups either, me I found a new set of friend and connections with different views about the team except we all want to win.

Engaged fans are more likely to rally behind their teams, attend games, purchase merchandise, and share their experiences with others. By fostering open lines of communication, sports organizations can transform passive spectators into active participants, driving a deeper emotional connection and transforming fans into loyal advocates.? The fan groups I met, articulated this really well, without even focussing on it.

In today's digital age, sports teams have recognized the importance of engaging with their fans beyond the traditional game experience. However, many teams have neglected to provide a dedicated space where fans can directly communicate with them. Consequently, engagement rates have suffered, fan frequency and return have reached a level that is perhaps a diminishing rate of return, and teams find themselves exerting more effort to generate less per fan. It's time for a paradigm shift – a safe space within the official team environment that fosters fan interaction and cultivates a passionate community.

Historically, sports teams have made it challenging for fans to connect with them through their own apps or websites, I regularly challenge execs to time how long it takes to find where on their own website they can find the place fans can ‘communicate’ with the club.? As a result, they often drive them away to social media platforms. ?This approach fails to harness the full potential of fan engagement. Fans, fuelled by their unwavering passion, continuously discuss sports as it runs through their veins. The limited duration of game time doesn't limit their desire to engage and share their thoughts. It is crucial to enable communication within our own environments to capture this dedicated fanbase.

We are in Football transfer season, the height of silliness and giddiness for fans, but if any of them are spending time chasing down news from their official club sources that would be a shocker.?Clubs don’t need to endorse gossip, but enabling their fans to discuss it within their walls…perhaps then the fans don’t vanish for 3 months since you sent them out the request for season ticket payment.

It's no secret that fan passion can sometimes lead to abusive behaviour. To address this concern, sports teams can now leverage AI and Web3 technology to create a safe space where fans can express themselves without resorting to abusive behaviour. AI-powered moderation tools can identify and filter out toxic content, ensuring a positive and inclusive environment. Additionally, blockchain technology and Web3 platforms enable transparent and decentralized communities, fostering trust among fans and ensuring their privacy.

For sports teams, the value of a passionate fanbase cannot be overstated by enabling communication they can tap into the boundless energy and enthusiasm of their fans. This space allows for direct communication, encourages meaningful interactions, and provides a platform for fans to voice their opinions without crossing the line into abusive behaviour. With the help of AI and Web3 technology, teams can create an engaging, inclusive, and secure environment that drives higher engagement rates, boosts fan loyalty, and ultimately leads to increased revenue. It's time to embrace the future of fan engagement and give sports enthusiasts the platform they deserve.

The upside is that if they can create this space where their fans can communicate together within their walls, sports organizations can then actively listen, respond, and foster meaningful conversations. By valuing fan opinions, soliciting feedback, and involving fans in decision-making processes, sports businesses can create a sense of co-ownership and empower their community members to become active stakeholders. And when they are losing, they can simple lean back and listen, understanding that those that are often the most upset are the very ones they are ‘selling’ to sponsors, and should be listened to even when you need to keep your head below the parapet.

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