A paradigm shift in fan engagement

In the sports landscape, today, we’ve noted a remarkable evolution from traditional on-field events to a more out-of-the-pitch experience, for a holistic and engaging experience for fans.

Truth be told–the infusion of entertainment, music, and enhanced fan engagement has become the lifeblood of modern sports, and it’s not just a fleeting trend; it’s an invaluable shift that sports leagues must wholeheartedly adopt and fully embrace.

Consider the enthusiastic communities of athletics, rugby, and basketball lovers, who can attest to the power of music setting the stage moments before a thrilling event or celebrating a significant achievement, be it a try in rugby, a record-breaking moment in athletics, or the tip-off in an NBA game.

A case study that most of us, if not all, can relate to is this new era of fan-oriented content revolving around Lionel Messi’s move to Major League Soccer (MLS) and his connection with David Beckham’s co-owned Inter Miami. While this transfer took many by surprise, what often remains hidden is the extensive planning that went on behind the scenes with key stakeholders. Apple’s recent 10-year, $2.5 billion deal to stream all MLS matches on its platform is significant. What’s more, the recently released 6-part documentary about Messi’s arrival in the U.S. and the transformative impact on the MLS demonstrates a keen focus on fan engagement. Such content keeps fans glued to their screens, eagerly awaiting Messi’s next MLS match, which is still months away.

It’s worth noting that fan-engaging content isn’t the sole responsibility of league organizers and broadcasters; teams and players fall right into the line of fire as the products marketed by the league. Our local teams should emulate some of the things the so-called big clubs do. Small things like sharing transfer details and organizing captivating transfer unveilings, and generating good and quality content for their fans. Players can take a cue from football showbiz pioneers like Beckham and Ronaldo, and get to understand how they turned into multi-millionaires.

Importantly, players should realize the power of personal branding and strengthening their social media presence. An increase in player brand value equates to a significant increase in the commercial value of the league.

Matchday broadcasts in elite leagues, at least, have become more fan-centric. Live broadcasts now feature graphical overlays showcasing heat maps, distance covered, and various statistical metrics, becoming the norm. These overlays not only engage viewers but also serve as aspects that keep the fans glued and constantly conversing about the statistics amongst themselves.  Fan-engaging content, including polls for team of the week, player of the weekend, and goal of the weekend, keeps the excitement alive and offers positive exposure to the league.

With the entry of Azam into the picture, we can expect an elevated fan-centric matchday production for our league, from high-definition (HD) production quality to engaging pre-match and post-match build-ups. This is poised to bring our star players closer to the hearts of fans.

Players, too, must recognize the need to package themselves properly; a simple and cost-effective step is to establish a robust social media presence. It’s disheartening to see TikTok dancers securing football-related opportunities while our league’s footballers, who genuinely resonate with fans and the sport, are overlooked.

—The writer is a football content creator, data analyst and a video analyst—@ GitsJunior