Recent findings indicate that sports fandom has evolved into a year-round lifestyle, characterized by continuous engagement across various platforms. A key catalyst for this transformation was the recent World Cup, which boosted interest in soccer in the United States and subsequently extended enthusiasm for Major League Soccer (MLS).
Shifts in Major League Soccer Scheduling and Fan Engagement
The MLS, which has traditionally operated on a schedule from February through December, is set to align its calendar more closely with international leagues starting in 2027. According to Marcela Garcia, Vice President of Brand Marketing for the MLS, this adjustment aims to capitalize on the increased attention surrounding the sport.
A report released this week by The Trade Desk Intelligence and PA Consulting provides insights into the current landscape of sports fandom. Based on a survey of 3,500 sports fans from several countries, including the U.S., U.K., Germany, France, Italy, Spain, and Saudi Arabia, the study reveals that fans typically follow an average of four sports year-round. Eighty percent of participants reported that they maintain engagement across all five stages of a sports event lifecycle: anticipation before the event, during play, postgame analysis, updates between games, and offseason discussions.
The report highlights connected TV (CTV) as the predominant channel for fan engagement, utilized by 83% of respondents to stay connected with sports at every stage. This data underscores the increasing importance for advertisers to engage audiences across multiple channels, including news media and podcasts. A WARC report suggests that consumption of sports podcasts sees a notable increase in the days following major sporting events.
Moreover, findings from the TTDI report indicate that 87% of fans are likely to switch to different connected channels after initial engagement, such as exploring podcasts, gaming applications, or sports news websites. Additionally, 67% acknowledged that exposure to sports content via CTV or podcasts encouraged further interaction with quality sports websites.
Engagement practices vary by age; for instance, a study by Hub Entertainment Research found that 62% of sports fans under the age of 35 utilize a second screen during live events, which differs from scripted programming where it may act as a distraction. Most respondents (89%) reported using their second screens to follow live game statistics.
As such, advertisers are urged to enhance their strategies by incorporating multiple touchpoints, channels, and screens to effectively engage consumers, particularly younger audiences. Ria Madrid, Vice President of Global Advertising at Wurl, emphasized that conventional sports marketing strategies, often centered around isolated events, fail to maximize brand potential by missing opportunities to connect with fans during key moments beyond live broadcasts.
Why It Matters
The evolution of sports fandom into a comprehensive lifestyle signifies changing consumer behaviors, urging brands to innovate their marketing strategies. Understanding how fans navigate the sports lifecycle can enhance engagement and drive loyalty in an increasingly competitive landscape.
