December 16, 2024
4 min read
Sports organizations are using new technologies – ranging from immersive digital stadiums to eSports to VR to 'phygical' collectables – to bring in new fans and strengthen engagement.
From digital trading cards to stadiums in the metaverse, sport is undergoing a massive technological facelift. Ward De Kruiff at EPAM Continuum explains how these shifts are changing the very nature of fandom.
Social media and streaming services have revolutionized sports fandom, enabling real-time interaction with teams and players and fostering a sense of community that was once unattainable. Engagement has soared, with sports organizations using technology, from augmented reality (AR) to blockchain, to connect with fans beyond traditional experiences.
Personally important
To engage fans and create a competitive edge, personalization is essential in today’s digital landscape. Fans expect experiences tailored to their preferences rather than generic interactions. To engage effectively, organizations must understand fan needs, goals, motivations, and behaviors.
Data is crucial for this. By collecting and analyzing fan data from social media, direct-to-consumer (D2C) platforms, and apps, organizations can gain insights into the types of content and experiences fans prefer, allowing them to customize interactions and create memorable experiences.
Personalization can help increase commercially driven content without overwhelming its audience. Instead of sending the same message to everyone and risking fatigue, organizations can target specific subsets of their fanbase with relevant offers, content, or promotions.
Interactive experiences
From exclusive meet-and-greets to behind-the-scenes access and private training sessions, fans will pay for special interactions, creating new revenue opportunities for sports organizations. These can include memberships, virtual events, digital memorabilia, and limited-edition merchandise, which all generate additional income streams. To succeed, these experiences must aim to balance authenticity with scalability.
Gamification engages fans by creating interactive experiences that extend beyond simply watching games. For instance, during live events, fans can compete in real-time challenges via mobile apps, making them feel part of the action.
Formula 1 excels in predictive engagement with its “F1 Insights” app, offering real-time data on race strategies, car performance, and tire choices. This enhances the viewing experience and allows fans to make predictions about race outcomes, turning them into strategists.
The NBA’s Top Shot platform lets fans buy, trade, and collect digital highlights, tapping into the nostalgia of trading cards with a modern twist. Similarly, NFL Fantasy Football allows fans to build teams, track player performance, and compete against others, giving them an active role in weekly league action.
E-sports has rapidly gained popularity, especially among younger audiences, and is now a key part of sports fan engagement. Games like League of Legends and Dota 2 have created huge global e-sports leagues, with live-streamed events and in-person tournaments attracting fans worldwide.
Many traditional sports teams are investing in e-sports to connect with younger demographics. For example, the NFL created ‘NFL Tycoon’ on Roblox to teach young fans about football’s business side while fostering social connections. Additionally, NBA teams like the Dallas Mavericks and Golden State Warriors have formed e-sports teams, blending traditional sports with gaming. This crossover not only engages existing sports fans but also attracts new audiences who may not typically follow conventional sports.
Next-gen tech
Fan tokenization and blockchain technology are transforming fan engagement by adding transparency and security to rewards systems. Blockchain and non-fungible tokens enable organizations to create secure and verifiable digital collectibles, instilling confidence in their value among fans.
Major League Baseball (MLB) has launched a platform for digital baseball cards, offering fans a modern way to collect and trade memorabilia. FC Barcelona’s ‘Barça Fan Tokens’ allow fans to influence club decisions, like choosing a song to play after a goal, making them feel integral to the team. At the F1 Monaco Grand Prix, EPAM tokenized access for 2,000 ultra-high VIPs, providing exclusive experiences that create advocacy.
In partnership with TRACE and the ATP Tour for the ATP Finals in Turin, EPAM introduced digital memorabilia based on real-time tennis data from matches and fans’ favorite players. Fans can collect digital ‘TRACES’ and order physical artworks of memorable finals.
This demonstrates how to elevate fan engagement by using ‘phygital’ mechanics to strengthen fan relationships while delivering real value.
As Tareq Nazlawy, CEO of TRACE, says: “There is a growing recognition that knowing who the fans are is key to growing the value of intellectual property. Emerging technologies like blockchain, generative AI, and data-powered storytelling help create the connective tissue needed to acquire, engage, and monetize previously unknown fans.”
Collectibles and memorabilia can reward participation in fan engagement activities, like attending games or buying merchandise. By giving fans the chance to own a piece of their favorite team or athlete, sports organizations can deepen their connection with fans. It’s crucial to maintain a real-value exchange in which unique digital assets represent utility and access that are meaningful and memorable for fans.
Future fans
As digital engagement evolves, new technologies will enhance the fan experience. The metaverse, still in its early stages, offers exciting possibilities for fan interaction. AI-driven personalization can tailor content to individual preferences, while wearable tech may soon provide real-time stats for fans at home or in the stadium.
Virtual reality (VR) can immerse fans in the action, allowing them to "attend" games in 3D environments. Virtual stadiums where fans create avatars to interact during games are becoming a reality; Manchester City has already partnered with Sony to create a virtual replica of their Etihad Stadium in the metaverse.
Building a future-proof fan engagement strategy means adopting the latest technologies, focusing on purpose-driven initiatives, and investing in personalized digital experiences to foster lasting relationships with fans.
This digital-first, community-centered approach positions fan engagement as a key driver of growth and loyalty in a competitive landscape. By implementing these strategies, organizations can strengthen their relationships with fans and boost revenue.
This article was written by Ward de Kruiff from The Drum and was legally licensed through the DiveMarketplace by Industry Dive. Please direct all licensing questions to legal@industrydive.com.
