2021-05-31-GWI-The_Sports_Playbook_36页_5mb

The Sports Playbook Summary

Core Content

This report explores the evolving landscape of sports fandom and how fans around the world engage with sports in the post-pandemic era. It highlights the shift from traditional TV viewing to digital and mobile platforms, the growing importance of esports, and the increasing role of social media in sports engagement. The report also discusses the impact of the pandemic on stadium attendance and the opportunities for sponsors and sports organizations to adapt and thrive in the new digital environment.

Main Points

• Pandemic Impact: The pandemic significantly affected live sports, with a $14 billion drop in sponsorship value and a 12% revenue decline for top football clubs. With no spectators in stadiums, sponsorship spending took a hit.
• Digital Shift: There has been a noticeable shift towards digital channels, including social media, online video, and esports, driven by Gen Zs and millennials. These channels are becoming increasingly important for keeping fans engaged.
• Mobile and Subscription Growth: Mobile viewership is on the rise, with 3 in 10 sports fans now watching sports this way. Subscription models for sports content are gaining traction, with services like NFL Game Pass and NBA League Pass expanding globally.
• Social Media Engagement: Sports fans are highly engaged on social media, using platforms like YouTube, Facebook, and Twitter to follow sports, interact with brands, and watch live streams. This engagement is more frequent among younger demographics.
• Streaming and Highlights: Online streaming and highlights are becoming more popular, especially among older generations. Highlights are often consumed more frequently than live events, indicating a shift in how fans consume sports content.
• Fantasy Sports: Fantasy sports is a growing industry, with increased popularity due to digital adoption and platforms like FanDuel and DraftKings. It provides fans with an interactive way to engage with sports.
• Women in Sports: Female fans are more likely to act on sponsorship and are a valuable demographic for sports organizations to target. Investing in women’s sports is seen as a rewarding strategy.
• Global Reach and Cultural Influence: The popularity of sports varies by country and culture, with some leagues, like the NBA, successfully expanding their global appeal through broadcasting partnerships and scheduling changes.

Key Insights

Mobile and Digital Channels

• The pandemic accelerated the shift to digital platforms for sports consumption.
• Gen Z and millennials are leading this change, favoring online streams and immersive digital experiences.
• Subscription models are evolving, with a focus on niche sports coverage rather than broad access.

Engagement Beyond Matchday

• Fans are engaging with sports through various digital content formats, including highlights, podcasts, and fantasy leagues.
• These formats help maintain fan interest when live events are not available, and they are increasingly used to access sports that are not available locally.

Values and Fandom

• Sports are no longer apolitical and have a growing responsibility to support progressive change.
• Younger fans, in particular, are pushing for equality, community support, and sustainability in sports.

Female Fans

• Female fans are more likely to respond to sponsorships and advocate for brands.
• Despite appearing more casual in their engagement, they are more inclined to take action based on sponsorship.

Esports

• Esports partnerships should not be limited to sports simulation games; brands and organizations need to consider broader gaming genres.
• Esports offers a significant opportunity for growth, especially among younger audiences who are more likely to engage with non-sports gaming.

Global Trends and Viewer Preferences

• The Tokyo Olympics, as the first major global live event post-pandemic, showed increased support despite the absence of international spectators.
• The lack of in-person attendance did not significantly impact fan engagement, with many fans still showing interest in the event.

Subscription Leagues

• Subscription services vary by region, with some countries preferring specific services like Fox Sports or ESPN.
• The availability of free-to-air sports and the cost of subscriptions play a role in consumer preferences.

Social Media as a Content Hub

• Social media is a key platform for sports fans to follow content, interact with brands, and watch live streams.
• YouTube is the most popular platform for sports content, with a significant portion of fans using it to follow sports and discover new brands.

Highlights and Online Viewing

• Highlights are increasingly consumed online, with older generations (baby boomers) more likely to watch them than live events.
• Tech companies are investing in creating highlights and game recaps, further enhancing the digital sports experience.

Conclusion

The sports industry is undergoing significant transformation, driven by digital adoption and changing fan behaviors. Sponsors and organizations must adapt by focusing on digital and mobile platforms, engaging with younger audiences, and leveraging the growing interest in esports and fantasy sports. Investing in women's sports and embracing the values of the next generation of fans are also crucial strategies for long-term growth and relevance in the evolving sports landscape.