Skip to main content

The Science behind Fan Engagment


IPL teams have recognized the importance of fan loyalty but are clueless on how to go about building a loyal fan base.   They started off assuming that this would happen automatically because they had captive markets and strong regional affiliations.  Once they saw that this was not happening they started taking a very ‘top down’ approach to solving this problem.   Design some marketing programs at the very top and pray that the benefits reach the fans.  This has also come to naught.

The only way to building fan loyalty is by taking a  ‘bottom up’ or fan centric approach  – building a loyal base one fan at a time.   Teams need to invest in understanding its fans, offer the fans what they want and only then will fans reward them with their loyalty.  You can’t rush this process.  Just because you have 10 beautiful women around you, you cannot deliver a baby in 1 month, now can you J

Building fan loyalty is a complex science.  While monetization of fans is the Holy Grail, teams should not jump into monetization right away.  This is a common mistake that franchisees make.  You need to acquire fans, retain fans and engage fans for a period of time before you can even dream of any serious monetization.   Each of these steps has very different objectives and therefore has to deploy very different tactics.    Each of these steps is driven by a combination of many online and offline marketing and branding efforts.   Our experiences from other consumer aligned industries like retail and CPG and banking has greatly enhanced our ability to measure fan loyalty and track its growth.

Taking a holistic and long-term view to fan engagement is the only sustainable way to ensure that fans become a bankable balance sheet asset for sports teams.

Comments

  1. Many sports franchises globally are run for the romance of it by wealthy owners. With a few exceptions (like the NY Yankees and RedSox here in the US) and select examples in other sports, the big challenge would be to show owners that
    a) there is a scientific way to drive engagement and
    b) there is great financial reward for doing so.

    ReplyDelete

Post a Comment

Popular posts from this blog

Fan Data Analytics: Key to drive sports company growth

Over the last several years, the buzz word in business and IT circles has been "big-data" and analytics. Many many articles and write-ups talk about them so I won't go into the details. You could get enough to last a lifetime with just the first few results of a Google search of these terms. But do you really know how it applies, specifically to a sports company?

For long, sports franchises have been one of the biggest users of analytics. Before this was a buzz word, coaches and managers have relied up numbers and finding patterns in them to drive on-field performance. Indeed, the major leagues of the world have relied on performance analytics for everything from scouting for talent to calling the action on the field of play.

But that never transcended to the off-field, more mundane but equally important task of managing the sports business. As more and more options come up vying for the fan's attention - live events, travel, other sports, TV, the Internet - the war…

Editor’s Pick ( PKL)

Zone B match - Bengal meets Bengaluru. The Warriors and the Bulls. Wonder what the logic behind the name was. Oh well. These two teams are neck-to-neck with 22 points each. Bengaluru has played nine matches as opposed only 7 of Bengal. Which puts bengal at a better place in comparison. Bengal Warriors - Squad strength: 18 (16 Indian, 2 Overseas) Defenders –  Young Chang Ko, Ameares Mondal, Sandeep Malik, Surjeet Singh, Virender  Singh, Rahul Kumar, Shashank Wankhede Raiders – Jang Kun Lee, Maninder Singh, Deepak Narwal, Vinod Kumar, Virender Wazir Singh, Kuldeep, Anil Kumar All Rounders –  Bhupender Singh, Shrikant Tewthia, Ran Singh, Ravindra Kumavat, Vikash Bengaluru Bulls - Squad strength: 18 (16 Indian, 2 Overseas) Defenders –  Ravinder Pahal, Sachin Kumar, Navjot Singh, Pradeep Narwal, Kuldeep Singh, Mahender Singh Raiders – Rohit Kumar, Ajay Kumar, Sumit Singh, Harish Naik, Sinotharan Kanesharajah, Gurvinder Singh, Rohit, Sunil Jaipal All Rounders – Sanjay Shrestha, Ashish Kumar, Ankit…

India-NZ. As it happened.

And the series is leveled. Well. We saw the ODI series level. The third and final match was more than a blast. Despite having a ton of runs on the scoreboard, the match and the series could have gone either way. That was the best part of it. Course it was a world of entertainment for all cricket fans. Honestly even a third party not emotionally vested in the two teams could watch and appreciate the demonstration of fine cricket. Now the T20 series is looking the same way. India won the first match and NZ came back strong and hard in the second match. The match deciding the fate of the tournament is on 7th November. Boy are we interested or what. Let’s see what happened in the second match now.

New Zealand won the toss and decided to bat. A supreme not out 58 ball 109 runs by Colin Munro took New Zealand to the path of destruction. I mean look at the strike rate - 187.93. That is a mind blowing number. The other batsmen didn’t do that bad either. Martin Guptil’s 45 runs from 41 deliver…