99SYN14528_SocialSportsFanDoc-V2
99SYN14528_SocialSportsFanDoc-V2
99SYN14528_SocialSportsFanDoc-V2
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1.<br />
The social<br />
love triangle<br />
Sponsorship gives a brand a hot lead to a hungry crowd. A way into a warm relationship.<br />
That crowd is as easy to get to through social media as it is in a stadium or on TV.<br />
Gathered around their passions, sports fans are alive and sharing across the social web,<br />
week in, week out.<br />
Sports fans typically consume content in simple, ritualised ways. They are creatures<br />
of habit. The scene is set for a match made in heaven… for fans, brands and rights holders<br />
to come together in perfect harmony, through social content.<br />
But often a brand will ignore the sports fan’s social habits – the obvious places to find and feed<br />
them – and focus instead on enticing fans somewhere different, with something different. This is<br />
usually in the name of ‘creativity’ and ‘ownership’. Of course, both are valuable, but not when<br />
they cannibalise engagement.<br />
Our #socialsportsfan findings encourage brands to avoid making assumptions about what fans<br />
want and to work with existing habits and rituals rather than try to change them.
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