The Impact of Embracing a Global Fan Base
I was having conversations recently with a number of friends in the sports industry and we kept coming back to the same topic: sports properties tapping into the enormous potential of their global fan base.
I’m sure we all understand the vast majority of fans may never step foot in the arena or stadium of their favorite team. However, those same people believe their fandom is just as valuable as a season-ticket holder or someone who frequents events.
One of my favorite things to do is look for the fan reaction videos and pictures from fans watching from afar (like U.K. Red Sox -- one of my favorite accounts on X). Their passion is always at an 11 and the emotions of a victory (or defeat) meet or exceed those who are attending in person.
Fans do understand the game itself, but they crave deeper connection (local player stories, cultural references, etc.), Many teams post only in English or one main language, so overseas fans rely on imperfect translations or miss out entirely.
We did discuss some of the great work going on to address this issue. The NBA certainly set the standard early on building their global fan base. The Premier League uses multilingual social channels and culturally relevant merchandise to bridge divides. I enjoy the creativity of the Los Angeles Dodgers in their strategy with Ohtani-obsessed fans in Japan. My favorite team, the Kansas City Chiefs, have invested millions to cultivate their fanbase in Germany. I know more NFL has made a priority to build stronger bonds with foreign markets. I also read Wrexham AFC is now offering a digital fan club to capture their significant global popularity.
This is a critical time to address this issue. Research shows “70% of younger fans use social media while watching sports at home, yet many North American teams lack the digital infrastructure to capture this engagement and translate it into actionable data.”
It will be interesting to see who will win this opportunity by building direct digital relationships with these fans that will result in longer, year-round engagement and expanded revenue channels. Not to mention building the most valuable asset: stronger emotional bonds with the next generation of fans.
#SportsBiz #SportsBusiness #FanEngagement #GlobalSports #SportsMarketing #DigitalStrategy #Data #AI #ContentStrategy