Be well versed on fan’s preferences

Fans have different wishes, motives and perceptions, they experience sport in different ways and their behavior also differs. The fan intensity spectrum goes from casual fans to super fans. (Canvas). That asks for a differentiated market approach (KNVB). A fan is easy to spot, but it’s almost impossible to describe the archetypal fan, because there are many factors at play – different sports, different demographics, different occasions. According to leading sports fan psychologist Dr. Daniel Wann, the most meaningful way to differentiate them is by how much of a fan they are. 

To personalise communications with the fan base, it’s important to engage fans as individuals: So whether you’re talking to a new fan, or a season ticket holder, to a whole family with kids or extreme fansbase, you’ll want to be well versed on your fan’s individual preferences, history, relationship with the  team, stage in the buying journey, and more. (Coppinger)

Ensure fans will participate in an appropriate manner. This includes the ability to curate content or an

online video ‘waiting room’ where broadcasters can meet verify fans prior to the live show. (TokBox)

Read more about fan preferences and motivationFan preference and motivations.

Case studies

Literature