Measure Everything. But Also Don’t Measure Everything

We’ve gotten really good at measuring things in sports business. But some of the most powerful elements that comprise sports fandom simply cannot be measured. And that’s okay.

We’re in the age of digital and social media, backed by data-driven strategy and analysis — and yet there is, and always will be, so much fan engagement to which we’re blind. And that’s the engagement that creates super fans, fangelists, and individuals who have their heart invested even more than their wallet.

Just because we’re relatively blind doesn’t mean we’re powerless to drive that fervent fandom that gets expressed in more subtle or off-platform ways. There are so many opportunities to capture fans at a deeper level; it’s time to start thinking about visceral fan engagement…

% Identity

You meet somebody new or maybe come across an acquaintance’s Instagram profile or you meet up with coworkers outside of work or, heck, just randomly chill and people-watch at a Starbucks — how much are you, or the people you encounter, identifiable as a fan of the team? 

So much of people’s time, thoughts, and effort go into creating and expressing an identity. Run through just a few ways and it quickly becomes clear how powerful these little pieces of a fan’s identity can be: what’s in their social media bio, how they or their friends describe them, the clothes they wear, their social media avatars, stickers on a laptop, dog collars on their pups, popsockets on their phone, a welcome mat at their door [everybody’s got a door!], a poster on their wall at home, a magnet on their refrigerator, a license plate frame, the towel they take to the beach or pool, the keychain their house and car keys are on — this long list can keep going! Fans pay for this stuff, but maybe we should be paying them.

If the team can inhabit just a few of these aspects for fans, that’s a good indication their fandom is part of their identity. And such visual display not only serves as a message to others about their fandom, but also serves as a constant reminder about the team, every time they grab their keys or look at their fridge or see their Insta avatar.

% Heart

We all know some fans (perhaps even ourselves) whose mood is affected by their team’s performance. They exude joy when the team wins and sulk in gloom after a loss. (Of course, others mostly boil with anger, as well) While there’s something to be said for letting one’s team affect their mood and days excessively, this is the type of emotional investment that remains immeasurable but clearly identifies an avid fan.

So how can teams build such a depth of connection with fans? It starts with exhibiting that emotional investment on the team’s platforms. Amplify the feelings of the fans and the team, convey joy or frustration, excitement and nervousness — and don’t detract from it with stale language or silence. 

And help fans connect emotionally with the players. Let them see the players dance in exultation, but also grimace and groan when times aren’t as great. When fans know the players feel it, too, that not only validates but strengthens their own feelings of unconditional emotional investment — love.

Finally, help fans connect more intimately with each other. Foster that sense of community, commiseration, and celebration. When fans are engaging with each other when the team’s not “around,” that’s a sign of an engaged fanbase, amplifying their connection to the team through each other.

% Communication

Communication is universal. We all communicate in some form or another just about every day and, for most, we communicate a ton every day. Think about how much communication has transformed in the past decade — an emoji can say a thousand words, a GIF can often capture a sentiment more than anything one can type, and many people often just speak in memes.

Help your fans by helping them communicate. Empower them with the communication they need for any occasion. That could be GIFs for every common ‘feeling’ in the book, memes that carry a message, and e-cards or videos for every holiday and special occasion fans may have. Or help them make their own by providing the raw templates for memes or content that allow them to unleash their creativity or customize it for their needs.

Your fans want to find creative and original ways to communicate, whether publicly or on dark social channels and beyond. It’s a significant thing when fans want to, and are able to, weave their fandom into their communication. Help and encourage them to do so.

% Conversation

One of our most basic needs as social animals is something to talk about. Something to talk about gives you a reason to text your friends or something to break the silence at the dinner table. Don’t underestimate the value of conversations — sure, in keeping the team top of mind, but, more importantly, for the ability of conversations about the team to form the backbone of genuine relationships.

There are friendships for which chatting about the team and the league serves as the glue of their connection, the kindling that helps friendships flourish. Your team can help enable those relationships and foster conversation and community. Give them something to talk about and a forum on which to do it. Build smaller, more intimate communities of fans, maybe on Discord. Connect some pen pals across the globe united by their fandom, have fans register to be placed in small WhatsApp groups to talk to during a big game — the team can get them talking and friendships can often form from there.

This happens without the effort of the team, and without the team’s knowledge about how many relationships and chit-chats are full of talk about the team. But we know it does happen. Amplify the examples that do come out and remind fans that they can text the college friends group chat for the first time in months after the team clinches a playoff berth; or they should replace small talk about the weather with small talk about the team. Think about what it means the next time a big piece of sports news drops and you feel excited to message a buddy or two about it.

% Headspace

It’s pretty crazy how otherwise ordinary things become meaningful when you’re an avid sports fan. A number’s not just a number when just seeing it conjures thoughts of the player whose jersey bears that number. When there’s a song that gets played after every goal or win, or the star ballplayer has memorable walk-up music for their at-bat, all of a sudden a song makes fans think of the team, whenever and wherever they hear it played.

The team can inhabit permanent real estate in fans’ heads, unable to avoid being reminded of their favorite athlete or team when exposed to the right cue. Consider the corners of fans’ days and minds that the team can have permanent residence. Post a highlight of a star player, past or present, that wore #24 on the 24th day of every month, post a happy highlight or image at the same time every day no matter what and own that part of the clock, amplify the rituals that your fans have — build in little reminders, signals, or prompts that gives fans just that momentary thought of the team, a fleeting dopamine hit from their fandom.

We spend all day with ourselves, countless thoughts and memories passing through our heads. Your favorite team comprises some % of those thoughts if you’re an avid sports fan. We can’t measure it, but there is perhaps no symptom of fandom more significant.

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We’re armed with more data than ever about fans. But don’t get so buried in the measurables that you overlook the immeasurables. Because fandom has an intangible essence. It’s a feeling burning deep within, an indelible part of one’s heart, mind, and soul.

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