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07/11/2013 by

How Sports Fans Engage On Social Media

Content strategy is a major component for sport marketers to engage with sports fans.


Image by Shutterstock.

Keeping up with the latest facts and figures regarding fan engagement is highly important.

Here’s an interesting study that can help marketers to understand the digital habits of sports fans.

The study measures digital media attitudes and usage habits of more than 2,100 avid sports fans.

Here are some key findings:

  • Nearly 70 percent of sports fans who “like” or follow brands on social media are willing to take additional action, including purchasing, commenting or sharing brand content.
  • Facebook remains the most widely used channel, fans are increasingly using Google+ and YouTube to acquire sports information.
  • Game day social network interaction is on the rise, fans frequently engage with content that advances story lines or provides a point of view.
  • Fans engage on social channels before, during and after sporting events at a higher rate than ever before
  • One third of polled sports fans play predictive games related to sport.

You can see more insights in the infographic below:


My Opinion

A couple of thousand fans don’t speak for everyone who follows sports, of course.

But it’s an interesting starting point for considering trends in the industry.

For me personally it helps improving the type of content we create for clients.

Besides that, it’s interesting to see that fan engagement is more than 30% higher than compared to 2012.

What About You?
Are you using social more than ever when you engage with your favourite sports? What do you predict for the future?

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About the Author
Laurens Bianchi is an independent online (sport) marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is also the Social Media Consultant for the Royal Dutch Football Association. Follow him on Twitter or contact him on LinkedIn.


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