jerryking + fans   24

How Data Is Revolutionizing The Sports Business
March 10, 2017 | Forbes | By Robert Tuchman , CONTRIBUTOR who writes about live events, deals, and brand marketing.

A top-notch record might be chalked-up to the right players and exceptional coaching, but a team’s increased brand awareness can be credited to its effective use of newly sourced data. The Panthers have been able to grow its business in a multitude of ways since it started acquiring and using key fan data....[there is] an array of data companies who are looking to assist organizations in this area.

Many of these emerging companies access information through individual data systems, third-party vendors, and social media sites. Beyond educating teams about the buyer of their tickets, these companies are helping teams better understand the individuals entering their building. This insight is a game-changer for teams as it can help to better service existing fans and develop new ones. To better service its fans, the Panthers created unique events that catered to their interests, which they learned from their data. For example, in a game against the Colorado Avalanche, Florida hosted an evening honoring the Grateful Dead. The Panthers organization secured a well-known and beloved Florida cover band, Unlimited Devotion, to play the hits of the legendary musical icons. Incentivizing “Dead Heads” to purchase tickets via the Internet, limited edition memorabilia was made available only for online ticket purchasers, with a portion of the profits going to the Grateful Dead's non-profit organization. These types of cross promotions work best when you understand the specific interests of your fans.

And the results are in. The Miami Herald reported that during the 2015-2016 season, attendance went up 33.5 % from the previous season. In addition, season ticket renewals are reportedly increasing at four or five times last year’s rate......In today’s fragmented world, it is more important than ever for teams to generate loyalty and create a personalized customer experience. As in the case of the Florida Panthers, the greater involvement a fan may have in a team’s activities, the greater the possibility they migrate from their living rooms to the venue. More fans equal more sponsors, which leads to greater revenue for teams.

Data companies can help teams better understand its fans. Innovative sports franchises are figuring out how to use this data to create stronger engagements with their actual fans.
sports  data  data_driven  Moneyball  event-driven  events  event_marketing  fans  fan_engagement  musical_performances  cross-promotion  customer_loyalty  personalization  customer_experience 
august 2017 by jerryking
Tech Keeps Kansas City Soccer Fans Engaged, Even If the Game Doesn’t | WIRED
AUTHOR: JEFF BECKHAM. JEFF BECKHAM CULTURE DATE OF PUBLICATION: 06.12.12.
06.12.12
soccer  fans  fan_engagement  LBMA  engagement  sports 
may 2016 by jerryking
Two decades of misery: A guide to Toronto’s losing generation « Toronto Observer: Special Reports
Filed in: Sports

Tagged: Northern Uprising· TFC· Toronto Argonauts· Toronto Blue Jays· Toronto Maple Leafs· Toronto Raptors· Vince Carter· We the North
sports  fans  engagement  fan_engagement  Toronto  TFC  Toronto_Argonauts  Toronto_Blue_Jays  Toronto_Maple_Leafs  Toronto_Raptors 
april 2016 by jerryking
ESPN To Toronto: Your City Sucks For Sports, And You Deserve It
The Huffington Post Canada  |  By Ron Nurwisah
Email
Posted: 09/27/2011

The teams lose because they don't have to win. The Leafs have so many people on the waiting list for season tickets that they don't take new names anymore; no matter what happens they have a 99 per cent renewal rate. Torontonians line up to pay tens of thousands of dollars to watch some of the most dreadful hockey played at a professional level.....Winning brings in more money, which is purportedly the only thing MLSE cares about. Based on a conservative estimate of $2-million in ticket sales per playoff game, every time the Leafs golf early, they’re denying their drooling bosses, at minimum, a 2.7 per cent boost in annual revenue. If they played 14 post-season home games and screwed the pooch in the final, as Vancouver did last year, they’d pull in an extra $28-million. And in the cap era, it wouldn’t cost them a dime more in player salaries to do so!
ESPN  Toronto  sports  MLSE  Toronto_Maple_Leafs  engagement  fans  fan_engagement 
april 2016 by jerryking
Why many high-performing sports teams are losing money at the gate - Vision Critical Blog
February 25, 2015
By Chris Bondarenko

Here are four reasons why many high performing teams aren’t seeing the financial gains they once enjoyed:

1. MOST TEAMS LACK AN EMOTIONAL CONNECTION WITH FANS.

...If sports teams want to stop losing money at the gates, they need to better understand what triggers the passion of fans and integrate them into the brand experience. Teams can only do that if they truly know their fans. Building that connection requires showing fans that they matter—that the team cares and is listening to them—and will in turn deliver on that brand experience.

2. IN-PERSON EXPERIENCE DOESN’T MATCH FANS’ CONSUMPTION HABITS.

If teams want fans to become more engaged, they need to go where the fans are—the digital realm. Fans today simply do not consume sports in the same way they used to. Teams need to catch up....online consumption of sports videos grew 388 percent year-over-year from 2013 to 2014. Mobile and social consumption among fans is also growing rapidly....The rise of cloud, mobile and social technologies means sports teams need to reconsider not just how they’re distributing their content but also how they’re connecting with fans. The tools teams use to interact with people must be congruent and complementary to the habits, behavior and expectations of the empowered fan.

3. TEAMS FAIL TO ENGAGE FANS CONTINUOUSLY.

A study on fan loyalty revealed that although sports are seasonal, most fans follow their teams throughout the entire year, even in the off-season.. during preseason and the trade deadline....Teams need a game plan on how to engage with their fans consistently.

4. FANS DON’T FEEL HEARD AND UNDERSTOOD.only 45 percent of fans agreed their teams are interested in hearing their opinions. Even more troubling: only 33 percent agreed that that their teams listens to their opinion.

The lack of engagement is dangerous because fan loyalty isn’t what it used to be. Twenty-two percent of sports fans we talked to said they are willing to switch teams, while 30 percent admitted to already doing so in the past year.
fans  fan_engagement  LBMA  sports  gate_revenue  NBA  MLB  rugby  emotional_connections 
april 2016 by jerryking
What can businesses learn from the sporting world's approach to fan engagement? | Technology | The Guardian
Technology is enhancing the sports fan’s experience - including the ability to order beer without leaving your seat. Photograph: Randy Faris/Corbis
Benjamin Robbins
Friday 26 September 2014
fans  engagement  sports  lessons_learned 
april 2016 by jerryking
TV broadcasters look for a happy medium to keep sports fans engaged - The Globe and Mail
DAVID SHOALTS
TORONTO — The Globe and Mail
Published Friday, Mar. 18, 2016

Many of these fans would have little to no memory of the Blue Jays’ World Series runs in 1992 and 1993, so it is an encouraging sign for both broadcasters and sports teams – laggards, such as the Edmonton Oilers and Toronto Maple Leafs, can count on their fans being there when they finally get back into contention.

But that is small consolation for Rogers, which has to find a way to break even on its 12-year, $5.2-billion deal with the NHL for the Canadian broadcast rights. The bad news is that, since the Leafs have the largest fan base of the seven Canadian NHL teams, their plummeting TV ratings over the past two seasons have caused much pain for Rogers. Worse still, going into what ought to be a postseason ratings and advertising-revenue bonanza, the media company is facing the prospect of a playoff season without a single Canadian franchise. That is devastating to its budget projections and reportedly is already having an effect on staffing levels.

Kaan Yigit, president of Solutions Research Group in Toronto, says the NHL has gained consumers who have started to follow the league on digital and social media in recent years. But the communications and technology consultant adds that the gains did not offset the losses of conventional TV viewers. By December of 2015, an SRG survey of 500 Canadians showed, the number of Canadians aged 12 and above who consume the NHL on digital and social media increased 9 per cent, but in the same period, the number watching on television dropped 22 per cent. Over all, there was an 11-per-cent decline in Canadians who watch the NHL on any platform.
sports  broadcasting  fans  engagement  fan_engagement  LBMA  millennials  viewers  NHL  bad_news 
march 2016 by jerryking

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