The New Sports Fan
With sports fans more likely to view commercials and to show brand (and team) loyalty, this is a coveted demographic to target. Like much of media and entertainment, sports have also experienced a digital revolution, with more streaming, more content programming, more betting and more experiences for the fan to enjoy their team and game.
Infillion’s “The New Sports Fan” study, conducted earlier this year, aimed to look at some of the changes happening within this segment. Key findings include:
- It was a long time coming, but live sports have firmly embedded themselves in streaming video. 46% of sports fans say they’re watching more sports on streaming than they were before 2020.
- While marketers have been frustrated for years over Gen-Z’s weakened affinity for live sports, the right way to look at it is that this younger demographic is choosier about how they watch. 47% of Gen-Z sports fans say they’ve canceled a streaming subscription over a change in the live sports offering, compared to 29% overall.
- Women’s sports are catching up to many men’s sports in popularity, with 32% of sports fans saying they enjoy watching women’s volleyball and 26% saying they enjoy watching WNBA basketball. That puts those sports on par with men’s soccer and hockey, and men’s NCAA basketball.
- Younger sports fans are more likely to say they want ad-free options (73% of Gen-Z compared to 60% of sports fans overall) when they want sports on streaming. But they’re actually more enthusiastic about brands that find relevant ways to integrate into their favorite sports. 76% of them say they like seeing their favorite teams and athletes in ads, compared to 58% of sports fans overall. And 65% of Gen-Z sports fans say they are more likely to buy products or services that support their favorite teams, compared to 51% overall.
- With the NFL playing games in Europe, and overseas soccer teams gaining substantial U.S. fan bases, the concept of “sports tourism” is booming – especially among younger fans. While only 26% of sports fans overall say they’d take an international trip to watch their favorite sport, that rises to 47% among Gen-Z fans.
- The Olympics are prime real estate for reaching female sports fans, who our research found are 25-30% more likely than male sports fans to tune into the quadrennial games.
Betting on the Sports Opportunity
In “Betting on Sports Consumer Engagement,” All Things Insights looked further at the world of sports fans and advertising engagement. In assessing the rise of sports streaming and betting, opportunities have come to light that might not have been considered five years ago. Content streams have become multifaceted, with gambling a key element but various means of addressing consumers and generating returns and value emerging.
In addition, in the blog post “Live Sports Insights,” All Things Insights’ Seth Adler spoke with Mitch Rosen, VP BetQL Network, Director of Operations and Brand Manager, The Score, The Fan, Audacy, about the evolution of the sector and how sports streaming has emerged as the rapidly expanding business it is today, plus the various opportunities associated with that growth.
Looking forward to The Media Insights & Engagement Conference? It will be held February 3-5, 2025, at The Scott Resort & Spa, Scottsdale, AZ. The session, “The Game Around the Game: Using Sports Fandom to Boost Brands,” will be presented by Reggie Shah, Senior Director of Research and Insights at Audacy. The session will provide an in-depth view of sports fans who listen to games and also follow related sports talk programming. Audiences will gain an understanding of the various sports personas, comparison of league vs. niche sports fans and cross-platform audio consumers. The session will also delve into these audiences’ value to advertisers.
Register for the Media Insights & Engagement Conference
Understanding Sports Fans
Sports fans can be broadly categorized into two groups: those who primarily watch and listen to games and those who follow related sports talk programming. While both groups are passionate about sports, their consumption habits and preferences differ. We asked Gemini to break down the consumer segments.
- Game Listeners: This group is primarily interested in the live action of sporting events. They are often highly engaged and loyal to their favorite teams and athletes.
- Sports Talk Fans: This group is interested in discussing and analyzing sports news, commentary, and debates. They are often knowledgeable about the sport and enjoy engaging with other fans through podcasts, radio shows, and online forums.
Sports fans represent a highly valuable demographic for advertisers. They are typically more engaged with content, more likely to recall brands, and more receptive to advertising messages.
- Increased Engagement: Sports fans are more likely to pay attention to advertising during sporting events and related programming. This increased engagement makes them more receptive to brand messages.
- Brand Loyalty: Sports fans often exhibit strong brand loyalty to teams, athletes, and leagues. By aligning with these entities, brands can benefit from this loyalty and build trust with consumers.
- Targeted Reach: Sports fandom offers a highly targeted way to reach specific demographics. By understanding the preferences of different sports fan segments, brands can tailor their advertising messages to effectively reach their target audience.
Sports fans are increasingly consuming content across multiple platforms, including radio, television, and digital devices. This cross-platform consumption offers brands opportunities to reach fans through a variety of channels and reinforce their brand messaging.
- Consistent Branding: By maintaining a consistent brand presence across multiple platforms, brands can increase brand awareness and recognition among sports fans.
- Targeted Advertising: Cross-platform advertising allows brands to target specific fan segments and deliver personalized messages based on their consumption habits.
- Data-Driven Insights: By tracking fan behavior across multiple platforms, brands can gather valuable data to inform their marketing strategies and optimize their advertising efforts.
The Value of Sports Fandom
Sports fandom is a powerful force that can significantly impact brand success. By understanding the nuances of sports fans and their consumption habits, brands can effectively leverage this passion to boost visibility, drive sales, and build lasting relationships with their target audience. By tailoring advertising messages to specific fan segments and delivering content across multiple platforms, brands can maximize the value of sports fandom and achieve their marketing goals.
Video courtesy of The Drum
