Two Circles, the data-driven sports and entertainment business, has released a new whitepaper today: Nurturing Lifelong Fandom. This report explores how brands and rights holders can grow their audiences by tailoring approaches to fans at different stages of their fandom.
- By 2033, the global sports fanbase will grow from 3.2 billion to 4 billion, creating a significant opportunity to drive value across the industry.
- However, most fans will remain Casual rather than Core, sports is fuelled by pockets of passion.
- Currently, 66% of sports consumption comes from just 20% of the most dedicated fans. Yet the untapped potential lies in the remaining 80% of Casual fans, who often hold substantial untapped intent, interest and spending power.
Two Circles processes over 1 billion fan data records each year and conducts hundreds of studies for our clients, enabling us to develop three key levers to drive nurturing of fandom:
As sports sprints to $260B, there is room for any organization to be part of this exciting growth, IF they can pull on key levers; building curiosity, removing tension and empowering your core.
The paper looks at Wimbledon, Disney, Manchester United using these approaches to grow and empower there fans
Read the full report to discover data-driven insights to help nurture lifelong fandom.
