Nothing can beat a great stadium experience—or can it? Fans at home these days enjoy better camera angles, augmented and virtual reality, and multiplatform, multimedia experiences, ratcheting up pressure on stadiums to deliver an experience the living room can’t match. Luckily, fans are clear about what they want from their stadium experience, and teams that deliver reap the ultimate reward: more loyal, engaged fans. Show
Explore contentSports have long been an integral part of our culture, from the earliest form of football in ancient China, Cùjū, to the spectacle of the Colosseum in ancient Rome. Sports and entertainment leaders around the globe have long understood the importance of atmosphere and excitement in keeping fans happy and engaged. Fan engagement is central to driving these fans to the stadiums, convincing them to spend over $50 billion annually on their favorite teams and leagues, and developing bonds strong enough to push a fan from their first ballgame to a life-long attachment. This engagement is a cohesive whole that encapsulates a fan’s experience watching games on TV or through streaming media, and their experience interacting with teams year-round. This article is part of a series, driven by a 15,000+ person survey that Deloitte conducted addressing each of the three individual aspects of fan engagement starting with the stadium experience, before addressing streaming and broadcast media and the year-round fan experience. Explore considerations for games without fans A great stadium experience bolsters fan loyaltyIn 1989, Field of Dreams introduced us to Ray Kinsella and the belief that “if you build it, (they) will come.” Ray built his stadium, the team came, and the fans followed. Ray’s stadium was simple—a cornfield with minimal seating along the lines, but it had a baseball game, a compelling team, and no obstructed views—and that’s all that mattered. While stadiums have grown into hundred-million-plus dollar developments, with multistory videoboards, luxury seats and suites, and a variety of entertainment from mascot antics to fireworks, the basic tenets of the fan experience—a good game and clean views—have persisted since the time of Kinsella’s stadium. However, today’s stadiums face increasing competition from improved home viewing options, powered by better camera angles, the growth of augmented reality/virtual reality (AR/VR), and multi-platform, multimedia experiences. At the same time, the monetary cost and time commitment of stadium attendance remains high. As a result, while revenues for teams have steadily increased, stadium attendance has stagnated or decreased slightly across many of the leagues studied. In today’s world, building it is not enough to make them come. In order to win fans today and to keep them coming back into the future, stadiums not only need to get the basics right, beginning with the core four expectations of fans, they should elevate the experience as stadiums compete with the home experience on attributes that make up “the playing field of today.” At the same time, stadiums need to be investing in thedifferentiators to continue to draw new generations of fans into the future. Our survey showed that success across these elements ultimately can lead to more satisfied fans, who are more emotionally connected to the team. These emotional connections drive fan loyalty—pushing fans up the tiers of fandom assessed in our study, from casual fans who occasionally engage with teams, to “love it” fans and, ultimately, to fanatics. This loyalty, in turn, drives business results—increased ticket sales, and increases in in-stadium purchases. To analyze fan engagement, we conducted a survey of over 15,000 sports fans across the country on their experience across seven major leagues: MLB, MLS, NASCAR, NBA, NFL, NHL, and the WNBA, and three types of fans: casual fans, fans that love the league, and fanatics.Across this sample of fans, which was selected to be broadly representative of the US population across age, gender, ethnicity, and income, our survey had three sections that aimed to answer a series of key questions that address the three key forums of the fan experience:
In addition to these three core questions, we included a fourth section of the survey, addressing the desired fan experience in the rapidly emerging world of eSports. This section included
channels for consuming the games, interacting with players and teams, and connecting with fellow fans. Get the basics rightFans—whether they are young or old, fanatics or casual fans, football fans or fútbol fans—have a “core four” set of expectations when they arrive at the stadium, complemented by a set of other basic needs. Success across these attributes is a necessary prerequisite for establishing a base of engaged and satisfied fans that repeatedly attend games in-stadium instead of watching games from the comfort of their own homes. The core fourFan’s core four expectations are:
While these four attributes are unsurprising leaders in fan importance, what is striking is the extent to which they outpace other elements. On average, our survey showed they are more than 50 percent important than the next closest aspect of the stadium experience. The good news for teams is that fans are relatively satisfied with these core four experience elements—they are four of the only five attributes in the study that achieved more than 75 percent satisfaction at the aggregate level (figure 1). While the core four have the highest satisfaction level we found, teams and leagues still have significant opportunity to increase satisfaction on these attributes through continued development and focus. Figure 1. The relative importance/satisfaction with the core fourEnlarge image While the core four attributes remain the most important attributes across all sports, fan types, and age groups, casual fans place relatively higher importance on these attributes. For casual fans, our survey shows that the core four are 75 percent more important than the next closest attribute. And yet satisfaction for this group is lower across the board, showing that teams have work to do to push casual fans to the higher attendance and spend levels seen in the fanatic group. Notably, the gap shrinks to a mere 31 percent for fanatics. This suggests that some of the smaller, more nuanced elements of the stadium experience stand out to the fanatic more than the typical fan (figure 2). Figure 2. Fanatics vs. casual comparisonEnlarge image |
Chad Deweese | Sam Ebb |
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