Engage fans everywhere they are

Customers are everywhere – online and offline. Traditionally, communication with the community are activities that were centered on pubs, stadiums, offline social networks and fanzones (Schneider). Since the advent of television, sport fans gathered (by distance) to enjoy the game. The way consumers communicate and interact have been changing with the rise of internet and social media. In consequences, the contemporary media sport evolution moved from broadcast (television) to broadband and digital media (Hutchins). Such a shift enables sport fans to interact in a different way with their favorite teams during both match day and non match day. Nowadays, fans are not only during the event at one social channel anymore, they are strolling around from social media platforms (Facebook, Instagram etc.) and apps (games) from different kind of devices (Ipad, handphone) they are using (Hammelburg). They use this platforms also before and after the event or match. The key to the future of sport media is the link between screens (Hutchins) and offline. 

To meet fans wherever they are (offline & online), companies need to redesign the entire customer experience and deliver an integrated customer experience across every single platform. That’s why an engagement approach requires to create a consistent experience for the fans- one that recognizes the nuances of the different individual channels, while also presenting a unified message (Coppinger).

For an theoretical framework about engagement & fan engagement, read more in this blog.

Case studies

Literature