Fans aren’t as loyal as they used to be. They’re buying fewer tickets, increasingly distracted by entertainment options and following teams in a way that wasn’t possible without technology. In exchange for their loyalty, they demand a new level of intimacy

with teams, from social media exchanges with players to behind-the-scenes tours. Leagues that don’t find new ways to engage with fans risk losing more than games.

MAJOR LEAGUE PROBLEMSFrom baseball to hockey, big league sports are having big problems filling venues,

and the prognosis is not positive.

BETWEEN 2009 AND 2013, TICKET REVENUE DROPPED 5.4%

IN 2014 ATTENDANCE DROPPED FOR THE FIRST TIME IN FIVE YEARS

ATTENDANCE IS FLAT, AFTER THE 2008 FINANCIAL CRISIS

HAMMERED TICKET REVENUE

2014 AVERAGE GAME ATTENDANCE IS

DOWN 4.5%

BARELY 50% OF THE LEAGUE’S AVERAGE GAME DAY TALLY

TAMPA BAY RAYS

AVG. GAME ATTENDANCE

17,857 FANS

$3.6 MILLION

ATLANTAHAWKS

OPERATING INCOME LOSS

$15.9 MILLION

DETROITLIONS

OPERATING INCOME LOSS

DESPITE MAKING THE PLAYOFFS THE LAST SEVEN YEARS

DESPITE MAKING THE PLAYOFFS IN 2011-12 SEASON

7,311 TICKETS SOLD

FLORIDAPANTHERS

GAME DAY ATTENDANCE

LOWEST NUMBER INFRANCHISEHISTORY

SO WHERE ARE THE FANS?There's been a seismic shift in the way people are consuming sports media.

Today’s empowered fans are spending more and more time online, at the expense of traditional media and in-person game attendance.

HOW THEY CONSUME CONTENT

OF FANSACCESS SPORTS CONTENT VIA A

MOBILE DEVICE

3 IN 4 FANSWHO ACCESS SPORTS CONTENT ONLINE VIA A

COMPUTER DO SO AT LEAST ONCE A WEEK

1.5 HOURSARE SPENT WATCHING SPORTS VIA AN INTERNET

ENABLED MOBILE DEVICE IN A WEEK

WHAT’S THE NEXT MOVE?Fan loyalty is rooted in the ability to form deep emotional bonds—

to create an experience that is bigger and more lasting than the game itself. Teams need new ways to forge those connections and make every fan feel like an MVP.

THE ENGAGED FAN IS YOURBEST COMPETITIVE

ADVANTAGELearn how the AFL connected with fans using an insight community:

www.visioncritical.com/customer-stories/australian-football-league

MAKE YOUR FANS THE FOCAL POINT

OF YOUR FRANCHISEEngage with your fans in an ongoing,

two-way dialogue to make them feel like they have a real influence over the teams,

and games, they love.

CREATE BRAND MYSTIQUE

Offer unforgettable emotional experiences that define the

larger brand experience.

ENSURE TOTAL BRAND ENTERTAINMENT

From food and drinks, to music and intermission entertainment, ensure you’re

providing fans with what they actually want.

The NEW YORK KNICKS created a private and secure online insight community to connect with their fans and improve the in-game experience.

In 2003, the SEATTLE SEAHAWKS renewed their fans’ excitement for the team by introducing a tradition of raising a “12th Man” flag before each game. The enthusiastic fans have since broken records for loudest crowd noise at a sporting event.

The VANCOUVER CANUCKS’ new Carve Bar and Grill has added restaurant quality food and drinks at prices that are more reasonable than fans usually encounter at a stadium. A marked improvement over cold hot dogs and flat beer.

INTEGRATE OUT-OF-ARENA EXPERIENCES

Teams must find ways to connect with fans that complement their digital habits.

In 2011, the MLB invited hardcore fans to apply to live in a Fan Cave—a New York building that was part interactive social media experiment, part marketing platform. The Cave succeeded at reaching an audience 20 years younger than the average baseball fan.

3

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THE FOUR-POINT PLAY TOFAN ENGAGEMENT

HOW TO

LOYAL SPORTS FANSFIND & KEEP

THE PLAY THE PLAY IN ACTION

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Digital methods areGROWING

Traditional methods areDECREASING

RADIO LIVE

2011 20132011 2013

ONLINEMOBILESOCIAL