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Gaining new revenue opportunities through fan data and personalisation

Getting to know your fans has several advantages. For one, it allows you to create deeper connections with them, and could mean helping someone shift from being a casual fan to a life-long fan that is devoted to a club, league or sport as a whole. Data has its perks beyond deepened emotional connections. For rights holders and sports entities, it provides an opportunity to create new revenue streams by using the data to create unmatched experiences, tailored for each fan.

Collecting the correct data

Before you can begin tailoring experiences, it’s important to outline what data you want to collect from your fans. The type of data you collect - i.e. where are fans located, how they tune into events, who their favorite athletes or brands are - is beneficial in helping you with your end goal. If you want to sell more jerseys from your store you know to fish for certain types of data. If you want to improve your social media content, you’ll ask different types of questions.

Once you’ve decided on the type of data you want, decide how you’ll collect it. In today’s world, where privacy is becoming a bigger point of discussion and regulations are changing, the key is to go directly to the fans in order to collect data. This means accumulating zero-party and first-party data​ by using polls, forms and gaming activations.

Improving content for social and OTT

You now know who your fans are, where they are located, who they idolize within your sport, and so on. It’s valuable data, but what can you do with it? For starters, you can create more and better content, ensuring the fans you’re already bonding with continuously tune into your channels to get their fill of content. If you know they enjoy top goals highlights, you can focus on creating more montages. If they watch more behind the scenes on TikTok, concentrate your efforts there. Sports content automation can make this process easier, allowing you to create more content, at scale and tailored for these varying audiences, all without adding manpower, and, dare we say, while freeing up more time.

Social content isn’t the only one that can get a boost by knowing your fans. By understanding what fans like to watch, at what time during the day and at what length, you can add that extra touch to your streaming services. Imagine a Netflix-style tailored homepage based on the data audiences provided, or additional content focused on a specific athlete that appeals to one fan in Europe and another athlete for a fan in Asia.

The more you know about your fans the better experience you can provide for them that will keep them coming back for more (and more, and more).

Improved marketing opportunities

Much of what we outlined above stands true here as well. By understanding your fans’ preferences you can improve your marketing efforts, whether it’s via email marketing, social ads or direct messaging on various channels.

Use this data to think outside the box: what new activations and engagement opportunities can you build based on the information you know? What loyalty programs can you offer your fans? Are there new holidays to mark with discounts?

With all the new time you save from automating your content processes, there is plenty of time to get creative, and personal, with marketing and messaging.

Creating new revenue opportunities

More and new content, as well as personal experiences, are key for creating new revenue streams. You can better target your fans and better select sponsors and partners for the long run (those your fans want to engage with).

Bildquelle: Infront Sports & Media


Infront Sports & Media AG
Anja Lüthi (Associate PR & Kommunikation)

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