Fan Loyalty and Engagement

In today’s technology, the barriers between sports teams and their respective fans are essentially broken down.  Through Facebook, Twitter, and other forms of social media, the interaction between athletes and their loyal fans has never been any stronger.  That connection is a huge factor in how fan loyalty and engagement is vital to sports organizations and how it drives an increase in revenues.  Whether it is a partnership with other sponsors, establishing youth foundations to encourage exercise and healthy living for children, or designing loyalty programs for the passionate fan, the number of avenues to further establish an interpersonal relationship continues to rapidly expand.

Over the last few years, several Florida sports franchises instituted programs to encourage fan participation and engagement.  In August 2012, the Miami Dolphins officially launched a loyalty program, The Fin Club, which “represents an effort by the Dolphins to measure, analyze, and reward all trackable fan behavior around the team both online and offline” (Fisher).  The program assigns points for many activities, ranging from buying Dolphins tickets and apparel to once-in-a-lifetime opportunities such as “a chance to run out the team flag during player introductions at a Dolphins home game, or interviewing players as a ‘Finsider Reporter of the Day’” (Fisher).  

The Orlando Magic contribute to the ever-increasing demand of interaction between team athletes and its loyal consumers, as well as furthering partnerships with other businesses all to bring great benefits to Magic fans.  The team established the Pure Magic marketing campaign, highlighting the team’s historical moments in efforts to connect new fans with their legacy and reinvigorate the spirit of lifelong Magic fans by taking a trip down memory lane.  The Magic also developed the True Blue mobile alert app, where consumers remain informed of all team-related news.  In addition, fans can stay connected with every member of the active roster through their respective social media accounts. Finally, when attending Magic games, adult fans can enjoy from a variety of sports bars and restaurants, including the O-Zone, located in the upper-deck of the Amway Center, and there are playgrounds and activity centers to entertain the children throughout the game.  According to attendance figures for the 2014-2015 season, the Orlando Magic average 16,774 fans at every home game (ESPN). 

Most recently, the Orlando City Soccer Club created a substantial buzz just prior to their home opener at Sun Life Stadium.  The anticipation led to a sold-out, standing-room only, attendance of over 62,000 fans.  In addition to the huge turnout for the home opener, the team announced a multi-year agreement with Walt Disney World Resort, which was the destination for “over 60 million tourists (who) visited Orlando last year” making the partnership a mutually-beneficial relationship for both entertainment companies and their loyal consumers (OCSC). These events and other activities, such as pep rallies, tailgating parties, post-game concerts, fireworks displays, ticket and prize giveaways, help integrate fan activity in all sports, professional or collegiate, and bring fans the ultimate experience before, after, and during the game.

Personally, I believe fan engagement and an increase in revenue coincide with one another. For Sports franchises to achieve growth in both merchandise and ticket sales, there must be a high level of intrigue that attracts fans to attend a game.  That level is a result of a number of factors, including the acquisition of star athletes, reduced ticket prices on select games, contest and prize giveaways, and meet & greet opportunities with the players.  In addition, two of the most drawing factors I feel would bring consumers to the stadium are a competitive team, and establishing an emotional
connection between the team and the fans.   

As a WWE fan, my instincts on determining how great an event or a superstar is by not only feeling how emotionally invested I am in the event, but in a particular storyline, match, and the competitors involved.  If I do not feel connected or invested, then I am not interested in the outcome.  Similarly, in Baseball, Basketball, Football, Hockey, and Soccer, fans grow disinterested in blowout games but the outcome is without question. However, fans become consumed by great teams competing in close games, where the game is tied heading into the closing moments. There is nothing more exhilarating in sports than watching a emotional, nerve-racking game.  A competitive ball club, with captivating and hungry players who win games, will increase awareness, resulting in more fans to the arenas and an increase in tickets and merchandise sales. An increase in those arenas will likely develop further sponsorships with more companies, furthering the fan experience with newer, and unique events to satisfy the most loyal and passionate fan.