F
an engagement is perhaps the most critical aspect of entertainment, and of sport more specifically; without devoted fans, our favourite teams would cease to exist. Audiences naturally form emotional (and occasionally parasocial) bonds with their local leagues or favourite players, driving engagement and, consequently,
FANTASTIC FANFARE Various digital platforms offer diverse options for engaging with sports and athletes
financial investment. This engagement can be either direct or indirect; the former includes purchasing a ticket or official team merchandise, while the latter is less concretely defined. In recent years, engagement has evolved to encompass digital interactions between audiences, athletes, brands and other organisations, typically occurring on social media and streaming platforms. No matter the activity, according to Allan Nicholson, Harmonic’s senior director of advertising solutions and strategy, fan engagement’s ‘objective is to nurture continuous support.’ MORE FOR THE MASSES When discussing fan engagement, two key words come to mind: interactive and memorable. “In its simplest form, fan engagement is making people notice your content and interact with it,” states Jonty Whitehead, president and founder of Sport Buff. Of course, any successful content strategy also makes consumers come back for more. “There’s a reason for building that community and loyalty: they will tune in again next week,” he says. If only it were that simple. “With increasing competition from OTT and various other forms of entertainment, consumers are overwhelmed by the options,” explains Rémi Beaudouin, chief strategy officer at Ateme. “Content and service providers need to find innovative ways to attract and retain audiences so they don’t lose them.” Whitehead – who comes from a background in sports broadcasting – echoes this argument. “Technology is moving quickly, and it’s incumbent on broadcasters to lean into it,” he shares. “The average viewer of BBC Sport – before they shifted to TNT – was in the region of 55 years old. That’s not sustainable. People from [a younger] generation may watch it on their parents’ subscriptions, but as a demographic, they’re not spending that money.”
With large portions of fanbases coming from Generations Y, Z and Alpha (in other words, those born after 1980), broadcasters, streaming services and other content providers should evolve to meet changing consumer preferences. “Engaging fans is the key to not only differentiating the content offering, but finding new revenue opportunities,” states Beaudouin. Appealing to a younger audience means catering to their interests or finding ways to connect with new fanbases. The Super Bowl LVIII – which saw the Kansas City Chiefs take down the San Francisco 49ers – was a golden opportunity for
A BRIEF HISTORY OF BETTING
Betting (or bookmaking) has existed for centuries, with gambling in general dating back to the Old Stone Age. Betting specifically on sport tends to be regulated these days – and illegal in certain areas. Though it’s a successful method of fan engagement, opinions on sports betting are mixed; some organisations
(like the NFL) have opposed it, while others (like the ICC) believe it should be legalised to curb corrupt practices. In the US, sports betting was illegal in all but four states until 2018. Just two years later, the industry had raked in $20 billion. As of early 2024, 37 states – plus Washington, DC and Puerto Rico – had
legalised some form of sports betting. For the rest of the world, attitudes and laws around sports betting vary. In much of the Middle East, gambling is prohibited, while in certain Asian countries, it thrives. The EU doesn’t criminalise betting overall; rather, member states each follow their own directives.
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