Game Changers: Shaping the Future of Sports and Fan Engagement
The world of sport is changing at a rapid pace, and we were lucky enough to bring together a handful of industry experts at our recent Game Changers event to shed insights on the future of sports and fan engagement.
Throughout the morning, we explored an array of topics including the ever-changing nature of fan behaviours; the rise of sports content creators; emerging trends in women’s sports; and how brands fit into all of these areas.
YouTube’s Growing Sports Hub, Jonathan Tesfamariam, Content Solutions Lead at YouTube
YouTube has become a central destination for sports fans around the world. With a growing number of rights holders and official content channels utilising the platform., alongside original user generated, influencer and creator content, sports content has exploded on the platform. In the past year alone, over “35 billion hours of sports content” has been consumed via the channel.
Not only this, but it has also seen an increase in the diversity of content on the platform, from live streams and official highlights to podcasts and fan-generated content. This cross section of “different voices” of content has been a response to “supplement people’s demand for official content but also conversational content around sport.”
Perceived quality has also shifted, with individuals producing content that rivals professional broadcasts in quality. This democratization has ultimately allowed fans to engage with sport in ways that are more personal and conversational, giving voice to new perspectives.
TikTok’s Role in Revolutionising Sports Content, Abbie Raybould, Sports Partnership Manager at TikTok
Not only is TikTok taking over fashion, food, travel and trends, but it is also transforming the sports content landscape. On average, “one billion people watch TikTok for over 90 minutes a day”, and a staggering 75% of these viewers are consuming sports-related content. TikTok’s rapid growth in the space has ultimately created endless opportunities for brands to connect with fans in ways that traditional platforms had not been able to in the past.
TikTok’s objective is ultimately to create communities by using a ‘funnel’ system – attracting new users with punchy, short form content, followed by longer form content which helps to solidify people’s interests and encourages them to go from users to fans to communities.
There are generational differences in how content is consumed. Using Formula 1 as an example, data reports have shown that whilst Gen Z prefers short-form highlights (under 30 seconds), such as race clips, Millennials (18-29 years) tend to enjoy the mid-length content including behind-the-scenes access, personalising athletes, whilst older users (30+) favour more in-depth content like team updates and technical insights.
The Evolving Face of Formula 1, David Coulthard, former F1 driver, broadcaster, ambassador, and co-founder of Velocity Experience
David Coulthard delved into how Liberty Media’s acquisition of Formula 1 has transformed the sport into a media powerhouse, integrating the already popular race with behind-the-scenes content, through Netflix's Drive to Survive series. This newly transformed Formula 1 landscape has shifted expectations of a Formula 1 weekend. DC explained how fans can expect an almost ‘festival-style’ weekend with fan zones, music performances, celebrity appearances alongside a host of other immersive experiences.
This shift toward entertainment is ultimately setting a high bar for others to follow, and smaller motorsports are struggling to maintain visibility in a highly competitive environment. Brands like Formula E have been able to carve out their niche, but “with so many sports competing for attention, even great content struggles to cut through the noise.”
DHL’s Global Sponsorship Strategy, Kirsty Patterson, Senior Global Sponsorship Manager at DHL
Brands have a unique position in the world of sport and DHL are one of the largest players in sports sponsorship globally. Working across three key pillars: motivated and proud, cool and progressive, and caring and responsible, Kirsty shared how DHL's commitment to purpose-driven partnerships has helped them to create lasting fan experiences.
With over fifty global partnerships, DHL have established themselves in major sports such as rugby, Formula 1, volleyball, tennis and cricket. Taking Manchester United’s ‘World United, campaign as an example, Kirsty enlightened us on how DHL prioritises understanding individual fan passion points, which helps shape future activations. “It’s about creating purpose-led initiatives that resonate with fans on an emotional level, keeping them engaged beyond just the game,”
Women’s Sports and the Changing Face of Fandom, Zoe Burton, Director in Deloitte’s Sports Business Group
Although only 23% of Gen Z consider themselves avid sports fans, Zoe shared how female sports fans are on the rise, especially in traditionally male-dominated sports like Formula 1. Women’s sports are also more economically accessible to the majority, and this is ultimately attracting a wave of new fans and players. Data has shown that the female fan journey is different from the male fan journey with female fans more likely to support sports they’ve played themselves.
Burton emphasised that brands have a unique opportunity to align with female sports, as long as their strategies reflect genuine engagement and purpose. There’s a huge growth market here with the rise of women in sport and women’s sports fans, but ultimately brands need to get it right, with the right tone and strategy.
Game Changers was an exciting and thought-provoking glimpse into the future of sports and fan engagement. As the landscape continues to evolve, with technological advances such as YouTube and TikTok shaping content consumption, and the growing importance of inclusivity in sports, the opportunities for brands, teams, and athletes to engage fans are greater than ever.
Thank you to all the speakers for their contributions, and to everyone who attended and made this event a success!