Fan engagement
% of online sports fans using social media platforms monthly for sports video
50%
28%
21%
13%
12%
7%
6%
YouTube
Instagram Twitter
TikTok Twitch Source: Ampere Sports Consumer Q4 2021 – all markets except China Snapchat
key – even for federations, leagues and pro teams – is to find a way for players to lead the social media charge. “The NBA is great at that, because it’s aware that although a fan might not know who LeBron James plays for, they do know him.” Minal Modha, consumer research lead at Ampere Analysis, says the fact that social media platforms encourage athletes to have their own personal accounts gives a more human voice to the players. “The numbers speak for themselves – just look at Cristiano Ronaldo, who has over 450 million Instagram followers. From a league and team perspective, they can lean on these player accounts to push out branded sponsor content and promote the team.” If the player does not benefit enough from increased social media activity directly via a share of advertising on the platform, then pro sports organisations are finding ways to step in. The PGA Tour
“The NBA is aware that although a fan might not know who LeBron James plays for, they do know him”
created its Player Impact Program for top golfers last year, a plan which awards $50 million to players who are the most popular on social media. Tiger Woods topped the 2021 list and earned $8 million, even though he was injured and did not play a single tournament, while Phil Mickelson finished second and pocketed $6 million. SPORTSTOK With so much at stake, content continues to increase at all levels – and the platforms work hard to develop new creators, particularly grassroots teams or passionate superfans. As many as 4.75 million subscribers have signed up for the YouTube Creators programme, which offers help and guidance to budding videomakers. And new kid on the block TikTok is adopting the same strategy, working directly
SEPTEMBER/OCTOBER 2022 FEED:XTREME 25
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