In 2020 world sport came to a standstill for an indefinite period. Top leagues, sports federations, organizers, start-ups, and sporting goods manufacturers were all confronted with an unprecedented crisis. This had put the sector’s financial viability into doubt.
Some sports leagues have resumed play, with more to come. Still, the stadium experience has been drastically altered since spectators cannot assemble in the galleries until the COVID-19 has been contained.
How can sports broadcasters keep fans engaged while also addressing the issue of empty stadiums? Visit this page to explore more on how to engage sports fans.
The Need To Keep Fans Engaged During The Pandemic
Mandatory social distancing has a considerable impact on the sports sector across the world. The most significant impact has been on live sports, which has resulted in the cancellation of events and the termination of broadcasts for millions of spectators.
Attendance at sporting events is a significant source of revenue for professional sports clubs and leagues. Although they make money from various other sources, ticket sales and attendance at games remain their principal source of income. However, that source of revenue has almost totally vanished.
As the blackout continues owing to the COVID-19 pandemic, sports organizers, broadcasters, and leagues are plainly at risk of losing fans and viewers. If no effort is made to re-engage fans, the sports industry might face a bleak future, which will remain for a long time.
More significantly, the unique scenario compelled teams to devise strategies for capturing their constrained fan bases. Here are some of the most effective strategies that helped to keep sports fans engaged in their favourite games during the pandemic:
Online Sports Fan Experience
The pandemic-induced lockdowns forced the sports industry to reconsider its operations and reposition its brands firmly in the future. Sports organizers significantly spent on digital platforms to offer an at-home fan experience throughout the epidemic. Thai digital adoption proved to be the most viable choice for the sports industry to survive.
The experience of being in the audience and seeing your favourite sports star may never be the same. But, organizers witnessed that the movement towards digitization could take the experience to the next level, enabled by simple-to-use mobile applications.
For example, the NFL has organized a virtual meet for fans through the NFL OnePass mobile app. Fans were allowed to collect virtual autographs of their favourite stars throughout the Super Bowl week using the app. OnePass created a virtual queue for fans where they can wait for their turn and get a card signed by players.
Virtual Fan Meet
Sports organizers can use video conferencing platforms to make sports fans’ meetings more exciting.
For example, AGF Aarhus, a Danish football team, got a lot of attention because they used online video conferencing and showed pictures of their fans before the game.
It provided a communal fan experience, with virtual crowds feeling connected to their stars.
Innovative Storytelling
Sports broadcasters explored the potential of producing in-depth content to highlight critical games or seasons from the past.
These sports memories provided enthusiastic fans with sentimental links with their favourite sports stars.
Curated Collections
Sports organizers and league managers improved fan engagement by creating games that highlight legendary team players and season-defining games.
One of the benefits of having super fans is providing the content that helps supporters of their favourite sports teams feel invested in the game. Such curated collections can reawaken a sense of pride in their team’s efforts throughout the years.
Creating Brand Awareness
Sponsors also build brand exposure by advertising their logos on personal protective equipment kits (PPE) like face masks used by players.
This was another way the sports sector could engage with its supporters during the epidemic. Brands also developed branded PPE kits that will let businesses donate to non-profit initiatives to combat COVID-19 for a good cause.
Updates On Game Schedules
When will the next season begin? – This might be a burning topic for every sports fan in 2020. One way to keep fans engaged is to nudge them often with messages related to the latest schedules.
However, most teams do not respond but observe texting as an excellent method to keep the fans updated as circumstances evolve.
Sports Activities For Kids
With several towns around the country experiencing school closures, parents are exploring methods to keep their children active and healthy.
For example, as part of their efforts to connect with young fans, the American football team, Seattle Seahawks, compiled a list of kid-friendly activities on their website. Seahawks players also made cameos helping kids with the sport.
Augmented Reality Experience
During the pandemic, sports organizations are working to enhance people’s visual experience of watching sports from home.
For instance, Tour de France partnered with IT services company NTT and created a digital global stadium, where fans watch the race live with augmented reality (AR) data app.
Along with the live race video, the AR app enabled fans to watch and interact with race data and enjoy the helicopter views of the tour’s landscapes.
Apart from the above activities, organizers can also run campaigns with social impact. For example, Seattle Seahawks worked together with Dr. Anthony Fauci to discuss the importance of vaccination during the pandemic:
Start Engaging With Fans To Keep The Spirit Alive
Keeping fans engaged would not be simple, especially with so many obstacles. As long as new and potent variants of COVID-19 wreak havoc globally, sports may become non-essential, affecting fan turnout at live events.
The pandemic may have made the sports industry rebrand itself differently than it used to. It is, nevertheless, the chance to re-engage fans with innovative ideas while simultaneously giving value to sponsors. The most effective method to accomplish this is to reconnect with fans by reimagining the fan experience online.
The pandemic is expediting digital transformation around the globe in ways that may benefit companies that survive the pandemic. Teams and leagues will profit if fans are permitted to return to stadiums. They may be even more profitable now that they have discovered new income streams than they were before the pandemic.
