With the shift and innovation in technology within this generation, it is obvious that sports industry is also shifting along with what technology has to offer. This article will be about ‘how the sports industry is moving on 2.0.’
With the rise in the use of digital platforms, take Facebook as an example with more than 2.01 billion monthly users and more than 1.15 billion mobile daily active users. For social media platforms like Snapchat, Twitter and Instagram that are on mobile devices won’t be much different in the percentage of daily use. The purpose of social media is to engage and stay up to date with personal interest hence the ‘personal profile’ is about the fan’s ‘personal self,’ Sports industry sees that this is where the target is as it will allow existing fans to keep up to date and allow more people to discover through the ‘trends’ on social media which will be visible to everyone. One share leads to many more shares on social media and chances are, even if a person does not have a personal interest in a certain area, the information could still reach them through friends on social media or social media advertisements.
Since the rise in social media and technology, sports fans can easily be classed as being a part of a sports culture since the definition of culture is being defined as social behaviour of a particular people or society. They have a certain opinion, they support certain things, they get involved in certain events, they own a certain belonging and by owning that belonging they can be proud of being a part of that culture (like sports fan owning a team franchise). The advance in social media and technology allows individuals or community to renegotiate how they exist in the world based on how they portray themselves on social media. With the information given, we can agree that the sports industry is shifting towards being digital.
Games going digital
Today’s media is no longer about taking time out because you need to watch a game that is on at a certain time. Games will be available for when you are free to watch and catch up with it. Some games are free to stream and watch back and some require payment subscription. With the advantage of the media today, more people have an opportunity to watch the game they missed. Previously, if you’re not free to watch the game when it was on then you would have had no chance to watch back. Today, more people can choose for themselves whether they want to watch the game or not. The media used to be in control of lifestyle but now each individual can be in control of their own lifestyle and make time for it.
Sports as an advertisement
Sport teams and players can be paid to advertise to their followers. Brands sponsor teams in exchange for the brand’s logo to be displayed where agreed. According to statista (see source below), sponsoring a sports event as an advertisement has been proven successful due to the raise in revenue.
Sports businesses are advertising online
Advertising on location or on a billboard can only be seen in one location however if advertised digitally, it can easily target worldwide due to no limitations on location and who the content will be visible to. This will lead to a higher return on investment due to more people being aware about the advertising campaign. Sometimes location also does depend whether if it was on a random highway or in a sports venue where the games will be available worldwide. There will be differences in terms or return revenue.
Sports teams and players now have fan page where their fans can follow and keep up with. Sports franchises often advertise products through the player’s social media pages or through the team by sponsoring the team. The return revenue will be high for brands that choose to advertise this way as followers have trust in what they choose to follow. What they follow will define their desired identity on social media. Once a leader in the sports culture introduces something, often the followers follow it.
Increase in Sports franchise
Since fandom has turned into a concept in terms of sports fan, in order for a fan to be a part of a true fan culture, they must be involved as many ways as they possibly can and one of which is to have a product of the team’s franchise. Even in the real world, a person can be identified as being part of a certain community just by having a franchise of the community, let alone share their interest on social media where their desired identity can easily be changed.
More fan engagement within sports
Fans can now engage in uncountable ways either through following on social media pages, attending games, watching on TV or catch up on demand, sports games consoles, and much more. It will be more obvious today if you were a true fan as you can get yourself involved in as many ways as possible. Linking this back to social media, fans often share their ‘proud moments’ on social media as social media is definitely a true identity of a person. Owning a franchise is nearly a requirement to be a supporter of that culture as it makes them feel like they are a part of something.
There you have it, an in depth article of how the sports industry is moving on 2.0 and the result is clearly moving towards digital. For more articles like this, subscribe to Optimy newsletter and you will never miss an update!
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