What can clubs learn from international sports with a billion-pound budget?
In the ever-evolving landscape of sports, engaging new audiences has become a crucial goal not only for clubs/organisations but also for sports themselves.
In this article, we’ll explore the strategies that have already been introduced or are coming soon in the likes of the NBA, the Hundred and even LIV Golf so that you can take them away to introduce at your club!
1. Liv Golf (Golf)
Focus on entertainment beyond the pitch
Event organisers at LIV understood the importance of entertainment off the course, particularly if they were going to be successful in engaging a new audience. By integrating live music, a variety of food/drink options and social spaces, the event transforms from a regular golf tournament into an experience that you are engaged with right from the minute you step foot on the grounds.
But we aren't a golf tournament? That may be true but there are a whole host of lessons that any sport can take from what LIV are doing. Think about introducing fan zones, organising events away from the match (Live music, performances etc) and if possible why not introduce a bar or even get in local catering companies to provide a selection of food options.
By doing all of this you are creating a festival atmosphere that encourages fans to make the event a social experience, not only increasing revenue for the club but also drastically improving your chances of attracting a new audience who might not have been interested before.
2. The Hundred (Cricket)
Focus on the Men and Women teams together
The Hundred has made significant strides in promoting gender equality by featuring both men’s and women’s teams in parallel tournaments with matches taking place at the same venue one before the other.
This is something that we have started to see in sports but doesn’t happen often enough in our eyes, the majority of sports clubs have both a men's and women’s team so why not have them on the same day at the same venue every so often.
If you are looking for an example just take a look at Tottenham who did this last season, it not only enhances the fan experience but allows introducing fans of the women’s team to the men’s team and vice versa. You never know they might just begin to engage with both more when they can do so…
3. NBA (Basketball)
Use social media to your advantage
Social media content has been a huge part of the way that NBA teams connect with fans globally for a considerable team now, whether that is through the official account, players or even mascots engaging with their audience on platforms like Twitter, Instagram and now TikTok.
Although these organisations have large content teams and equipment worth thousands of dollars there are lessons that any club can take to elevate their social media game, whether this is creating shareable content, launching interactive polls and encouraging real-time conversations with the fans and players/management.
Think of behind-the-scenes content, fans love seeing what is happening away from the pitch. That might be celebrations in the dressing room after a victory or even some exclusive coverage of what is happening in training throughout the week.
Doing all of this will help humanise the players and develop a real understanding/relationship between fans and the club, building a stronger connection and increasing fan loyalty.
Although you might be thinking that all of these examples come from huge multi-national sports with billions of pounds available in funding the reality is that all can be developed by your club with some quick easy changes and little investment.
- Focus on entertainment beyond the pitch, think about fan zones with activities like (Live music, bar, food options and even visits from current/former players before the match)
- Embrace diversity and inclusion, why not play men's and women's matches back to back on a Saturday/Sunday afternoon to engage a new audience and introduce new fans to the men/women's game?
- Use social media to your advantage (Create engaging content and encourage communication with fans), it can even be recorded on your phone…
Thanks for reading, let us know how you get on!
