Fans aren't as loyal as they used to be. They're busying fewer tickets, increasingly distracted by entertainment options and following teams in a way that wasn't possible without technology. In exchange for their loyalty, they demand a new level of intimacy with teams, from social media exchanges with players to behind-the-scene tours. Leagues that don't find new ways to engage with fans risk losing more than games. Give your fans more than a winning streak. Discover how world class sports organizations are harnessing the collective wisdom of their fans: http://ow.ly/L6miq

1. Fans aren’t as loyal as they used to be. They’re buying fewer tickets, increasingly
distracted by entertainment options and following teams in a way that wasn’t possible
without technology. In exchange for their loyalty, they demand a new level of intimacy
with teams, from social media exchanges with players to behind-the-scenes tours.
Leagues that don’t find new ways to engage with fans risk losing more than games.
MAJOR LEAGUE PROBLEMS
From baseball to hockey, big league sports are having big problems filling venues,
and the prognosis is not positive.
BETWEEN 2009 AND 2013,
TICKET REVENUE
DROPPED 5.4%
IN 2014 ATTENDANCE
DROPPED FOR THE FIRST
TIME IN FIVE YEARS
ATTENDANCE IS FLAT,
AFTER THE 2008 FINANCIAL CRISIS
HAMMERED TICKET REVENUE
2014 AVERAGE GAME ATTENDANCE IS
DOWN 4.5%
BARELY 50%
OF THE LEAGUE’S AVERAGE
GAME DAY TALLY
TAMPA
BAY RAYS
AVG. GAME ATTENDANCE
17,857
FANS
$3.6
MILLION
ATLANTA
HAWKS
OPERATING INCOME LOSS
$15.9
MILLION
DETROIT
LIONS
OPERATING INCOME LOSS
DESPITE
MAKING THE PLAYOFFS
THE LAST SEVEN YEARS
DESPITE
MAKING THE PLAYOFFS
IN 2011-12 SEASON
7,311
TICKETS SOLD
FLORIDA
PANTHERS
GAME DAY ATTENDANCE
LOWEST NUMBER IN
FRANCHISE
HISTORY
SO WHERE ARE THE FANS?
There's been a seismic shift in the way people are consuming sports media.
Today’s empowered fans are spending more and more time online,
at the expense of traditional media and in-person game attendance.
HOW THEY CONSUME CONTENT
OF FANS
ACCESS SPORTS CONTENT VIA A
MOBILE DEVICE
3 IN 4 FANS
WHO ACCESS SPORTS CONTENT ONLINE VIA A
COMPUTER DO SO AT LEAST ONCE A WEEK
1.5 HOURS
ARE SPENT WATCHING SPORTS VIA AN INTERNET
ENABLED MOBILE DEVICE IN A WEEK
WHAT’S THE NEXT MOVE?
Fan loyalty is rooted in the ability to form deep emotional bonds—
to create an experience that is bigger and more lasting than the game itself.
Teams need new ways to forge those connections and make every fan feel like an MVP.
THE ENGAGED FAN IS YOUR
BEST COMPETITIVE
ADVANTAGE
Learn how the AFL connected with fans using an insight community:
www.visioncritical.com/customer-stories/australian-football-league
MAKE YOUR FANS
THE FOCAL POINT
OF YOUR FRANCHISE
Engage with your fans in an ongoing,
two-way dialogue to make them feel like
they have a real influence over the teams,
and games, they love.
CREATE BRAND
MYSTIQUE
Offer unforgettable emotional
experiences that define the
larger brand experience.
ENSURE TOTAL BRAND
ENTERTAINMENT
From food and drinks, to music and
intermission entertainment, ensure you’re
providing fans with what they actually want.
The NEW YORK KNICKS
created a private and secure online insight
community to connect with their fans and
improve the in-game experience.
In 2003, the SEATTLE
SEAHAWKS renewed their fans’
excitement for the team by introducing a
tradition of raising a “12th Man” flag
before each game. The enthusiastic fans
have since broken records for loudest
crowd noise at a sporting event.
The VANCOUVER CANUCKS’
new Carve Bar and Grill has added restaurant
quality food and drinks at prices that are more
reasonable than fans usually encounter at a
stadium. A marked improvement over cold hot
dogs and flat beer.
INTEGRATE
OUT-OF-ARENA
EXPERIENCES
Teams must find ways to connect with
fans that complement their digital habits.
In 2011, the MLB invited hardcore fans
to apply to live in a Fan Cave—a New York
building that was part interactive social
media experiment, part marketing platform.
The Cave succeeded at reaching an
audience 20 years younger than the
average baseball fan.
3
4
1
2
THEFOUR-POINTPLAYTO
FAN ENGAGEMENT
HOW TO
LOYAL SPORTS FANS
FIND & KEEP
THE PLAY THE PLAY IN ACTION
(%usingthismethod)
TV
100
50
0
PRINT
Digital methods are
GROWING
Traditional methods are
DECREASING
RADIO LIVE
2011 20132011 2013
ONLINEMOBILESOCIAL