Engaging with fans is the foundation of success for any event, be it sports, entertainment, art, or a public awareness occasion. For a long time, getting sponsorships was the primary mode of fan engagement for event organizers. Sponsorships were a win-win situation for both parties. The sponsored events got a source of revenue, and the sponsoring brands got exposure and engagement with potential customers.
Today the face of fan engagement has changed drastically. Now sponsorships are more complex and involve different facets where the sponsors want to see a tangible improvement. Let’s find out how sports fan engagement is changing and where it is heading for the future.
Understanding a fan base
Every fan base is different and also has its unique characteristics. When we talk about music, for example, the fan bases of popular artists have their own political, social, and economic perspectives. Though differences exist within the fan bases, the overarching philosophies often overlap.
To make any fan engagement effort successful, you must first understand the fan base. It involves knowing what they like, which sentiments can trigger them, or what can be considered controversial in the community.
Once you have enough information and understanding of the concerned fan base, you can start taking steps to solidify fan engagement.
Brand interest and team interest
Since sponsorships involve two (or more) separate entities, their end goals may often not match. The sponsors might want to push forward a certain kind of message that does not align with the team’s message. In such a case, both parties should sit and discuss which elements of their interests overlap. These are the areas where the club/team and the brand have a similar objective.
Working on these overlapping objectives is a smarter way to address the needs of both the sponsor and the sponsored. It reduces friction, increases efficiency, and aligns goals for both parties.
Engaging with the fans
Fan engagement, at its core, involves engaging with fans. However, mere advertising and promotions do not engage the fans in any meaningful way. It becomes yet another marketing channel in a world overflowing with commercials and advertisements.
In such a circumstance, it’s important to engage with the fans in a way that’s meaningful and memorable. For sports teams, it includes players and fans interactions, special events, creation and distribution of art related to the team, and so on. The idea is to offer the fan something that they will remember and talk about.
For sponsors, this means promoting their products/services in a way that resonates with the fans and also the sport. Incorporating events, giveaways, freebies, contests, etc. is a great way to engage with the fans at a more personal level.
Maintaining and growing the fan base
Most sports teams already have a fan base owing to their history and legacy. But if there’s no consistent effort to maintain and grow the fan base, it can wither away in a short time. Many sports clubs have had similar fates because they failed to maintain and grow their fan base.
Fan engagement also involved drawing new fans in and keeping the existing fans motivated to support the team. While much of it boils down to the team’s performance, sponsorships and brand involvement also play a role in it. Drawing to the last point, brands must offer something to the fans that’ll keep them engaged and interested. Doing this well is the key to successful brand engagement and will also help in growing the fan base.
Conclusion
Fan engagement remains one of the most crucial aspects of success for any sports team. At the same time, it gives brands a unique opportunity to engage with their customer base. This combination makes it a mutually beneficial arrangement for both parties.
