Consumer Loyalty in Sports

Delivery

This report comes in PPT.

Key Findings

Keeping pace with changing fan behaviours

Sport is evolving and so is fan behaviour. The type of loyalty shown by fans has changed over the last two decades and continues to do so, shifting from a transactional-only to an experience-focused type of loyalty and favoured rewards. Sports stakeholders’ ability to be a step ahead of these changes can prove critical in attracting and retaining fans through loyalty programmes.

Sport loyalty rooted in emotional connection

Rather than focusing on product or service itself, sport loyalty hinges on the emotional relationship that connects a fan to a team. Acknowledging this relationship informs stakeholders on how to foster loyalty and how best to use the means available in the unique landscape of today’s sports industry, which increasingly blends sport with entertainment.

Tailoring rewards and experiences through advanced segmentation

Sports properties today are capable of collecting and capitalising on large amounts of fan data, successfully segmenting their fans for better targeting across several business branches. Consumer segmentation allows for an unprecedented level of precision in developing, as well as tailoring sports loyalty programmes, to the benefit of all the stakeholders involved.

The advent of NextGen fans opens new strategies within sport loyalty

The traditional understanding of loyalty has served sport properties in designing the first generation of sport loyalty programmes. With fan needs and expectations changing rapidly, NextGen types of loyalty programme have emerged. These leverage a broader range of tools, and offer an increasing range of rewards and perks, while ultimately allowing for the tailoring of more refined loyalty strategies.