Digital media has changed sports culture and the way fans interact with their favorite teams, athletes and brands. This change is not just something we see online, but also a socio-cultural one, affecting everything from fan engagement to marketing strategies and consumer behavior.
The evolution of digital media in sports
The development of digital media has made it easier to access sports content, allowing fans around the world to quickly consume, create and share sports content. There are fans on everything from Reddit, X, TikTok, YouTube, and more. On these platforms, users discuss games, post highlights, and express their opinions in real time with others. This ability to connect instantly has created a global community of fans across geographical locations or time zones. Even streaming services have taken a dominant market share over traditional broadcasting as they provide the flexibility to watch games on demand and access exclusive content.
Emotional branding in sports marketing campaigns
Leveraging fans’ emotional connections to teams and athletes plays an important role in sports marketing campaigns. Unlike traditional advertising, which focuses on a product or service, emotional branding seeks to build a strong connection by taking into account the aspirations, values, and sense of identity of fans.
Social identity theory “is a person’s idea of who they are based on their membership in a group.” The emotional connection that fans feel with the one they support is a crucial element of fan loyalty and evokes strong emotions. This theory confirms why fans develop such a deep attachment to their teams or athletes: it creates a sense of belonging.
Professionals in the field can use storytelling to develop campaigns that strengthen this sense of identity. The narratives displayed in the campaigns can highlight the different stages that fans see when watching their team: triumph through adversity, stories of underdogs or the pursuit of excellence, seeing how these clips evoke emotions such as joy, pride and unity in the consumer.
Take Dr Pepper’s football commercials, for example. Dr Pepper has a loyal fan base that closely mirrors the loyalty of the fans to their teams. The brand has created its own campaign for college football called “Fansville”. In these commercials, consumers can see their favorite, current or veteran, players featured alongside other well-known figures in the entertainment industry. Dr. Pepper has been able to perfectly capture the range of emotions surrounding game day, from stress, heartbreak to extreme joy.
Sports advertising and consumer behavior
Sports advertising has a significant impact on consumer behavior, driving purchase decisions and shaping brand perceptions. Advertisers use the emotional intensity of sporting events to amplify their messages and capture the attention of their audiences. Through sponsorships, partnerships, or ads broadcast during live events, sports advertising leverages the heightened emotional state of fans to establish a strong connection between brands and a (hopefully) positive experience.
Research shows that sports sponsorship can significantly increase brand awareness and memorability among consumers. By partnering with successful athletes or popular teams, brands can leverage the goodwill and prestige associated with sporting achievement to enhance their own reputation and credibility.
Former University of Iowa guard Kaitlyn Clark is a prime example of this. As of last January, her net worth was estimated at $3 million, with $818,000 in endorsement deals with the NFL, State Farm, and Gatorade, to name a couple. Since she was drafted during the Indiana Fever, viewership on the leagues’ streaming and broadcasting platforms has increased, new demographics have been reached, and attendance at road games has grown.
Sports advertising has created a desirable identity associated with certain brands. For example, luxury brands often sponsor famous sporting events such as Formula 1 or tennis professionals to create an atmosphere of exclusivity and prestige. By combining their products with a high-end feel and the excitement of sports, these brands appeal to consumers’ desire for status and affiliation with an elite lifestyle.
Social media and fan engagement
Social media platforms have revolutionized fan engagement by offering direct, real-time interaction between athletes, teams and their fans. Athletes and their teams are using platforms such as Instagram and TikTok to share behind-the-scenes moments, connect with fans, and build personal brands beyond their sporting achievements. Social media has removed previously known barriers to accessing the athlete by providing a direct line of communication. This accessibility beyond the playing field humanizes athletes, making them more relatable and fostering deeper connections with fans.
Athletes and teams are no longer bound by geographical restrictions on where they are located with social media, they are global brands. Since the news that Taylor Swift was dating Travis Kelce went viral, the Chiefs and NFL brand value has increased by $331.5 million. The ability to quickly spread the news across multiple platforms attracted new fans around the world to see the new couple.
Savannah Bananas and the Detroit Lions both have TikTok pages that serve their audiences in different ways while staying on trend. Savannah Bananas releases videos ranging from lip syncing, game highlights, dance routines, and audience engagement. In 2023, the Detroit Lions had the most average likes on TikTok videos in the NFL. Their feed consists of reposts of content from fans, answers to creative questions from players, and occasional edits of memes. They take the time to comment on other videos in the app in a lighthearted, humorous manner, showcasing the team’s personality. Teams and leagues provide personalized content and develop fan communities through social media.