For example, when Whitehead watches a match, he generally turns to either social media or private messaging to voice his opinions and reactions – something which, in theory, could take place within that ‘first screen,’ he argues. This is what inspired him to co-create Sport Buff. “What we do here is we provide a layer of interactivity – because all content should be interactive – in such a way that you can get your opinion on anything you see. It allows you to not have to go elsewhere.” Developed by Whitehead and co-founder Benn Achilleas, ‘the fundamental idea was that precise notion – where Benn would be watching a game in the UK, I was still [in LA] at the time and we’d be chatting about the same game but watching it on different stations,’ recalls Whitehead. “[We thought] we could ‘unify the experience,’ if you like,” with all their engagement taking place on a single platform, boosting the sense of community among fans. “Those engagements come in the form of quizzes, polls, ratings, announcements, fun facts,” Whitehead continues. “Everything you would normally do while watching a sporting event, you can do within that one-screen environment.” Beaudouin adds a few additional examples of fan engagement, including ‘interactive experiences
where fans can click on overlays to find out more about their favourite player’ as well as ‘shoppable TV experiences, where shopping becomes an extension of entertainment.’ Digital and in-person experiences don’t have to be mutually exclusive; rather, our mobile devices can enhance live matches, ‘blurring the real and the digital’ while providing immersion over distraction at the same time. For Ateme, its solutions include ‘in-stadium experiences that enable fans to view replays from various angles on their mobile devices; sponsors to interact with fans in more captivating ways; and venues to deepen their understanding of their fans while finding new revenue streams,’ shares Beaudouin. TRANSFORMATIVE TECH Social media has undoubtedly played a pivotal role in promoting fan engagement. “Until recently, sports enthusiasts had limited chances for direct interactions with their favourite athletes due to geographical constraints and exclusivity,” begins
IN THE FAST LANE Fans can get close to the action with an immersive glimpse of their favourite racer’s perspective
THE MAKING OF A MASCOT
Mascots are an often overlooked element of fan engagement. Representing a distinct aspect of local culture, these in-costume creatures interact with fans directly at live events and indirectly on social media. Some mascots are liked more than others, and their popularity varies widely between leagues. They tend to appeal to children and families, though smart marketing can elevate them to adult audiences, too. Mascots can inject personality into a particular
team or sporting event, serving as a singular representation of an entire fanbase. For example, when the Philadelphia Flyers (NHL) debuted their mascot Gritty back in 2018, fans were a tad sceptical of this wide-eyed, orange, furry beast who looked like a Sesame Street reject. Defying expectations, though, Gritty quickly established a feisty yet lovable persona at games and online, becoming one of the league’s most adored, iconic characters.
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