Research by MNTN paints a telling picture of the fate of the traditional TV subscription. By the close of 2023, less than half of households clung to their traditional paid TV subscriptions and 44% of respondents expressed a willingness to abandon ship in favour of streaming alternatives.

This shift is having an adverse effect on those seeking to expand their fanbases in the digital age. Gone are the days when digital platforms were merely seen as marketing tools. Instead, they've transformed into full-fledged entertainment destinations. Investing in digital isn't just about building brand awareness; it's about cultivating a dedicated following of 'superfans'. The kind of people who'll not only cheer from the sidelines but also purchase tickets, pay-per-view events, merchandise, and subscriptions and through this, ensure the longevity and prosperity of a team.

But how is success measured in digital and what does it look like?

The answer lies in understanding the power of reach.

Most sporting organisations have already delved into the realm of digital media strategy to reach both existing fans and untapped audiences. It’s become paramount for sustainable growth. This is particularly crucial for sports deemed niche or emerging, where broadening the fanbase is the key to longevity. This could be anything from Sport Climbing or Surfing.

However, what is being experienced is a realisation that not all platforms are created equal. Each offers its own unique reach potential, necessitating a tailored approach to content distribution.

Unfortunately, reach alone simply isn't enough

Authentic engagement is the holy grail of digital interaction. Today's fans crave genuine connections with the sports and athletes they admire. By showcasing the essence of a sport and harnessing the personalities within it, marketers can forge lasting bonds with their audience. Bonds that extend far beyond the passive consumption of content.

It isn’t all that straightforward, as navigating the platform landscape requires finesse

Understanding the demographics and preferences of each platform's audience is essential for crafting content that resonates. While TikTok may attract a younger, more gender-balanced demographic, platforms like Facebook and YouTube tend to cater to an older, predominantly male audience. With this in mind, tailoring your content to suit these nuances is vital to ensure maximum impact and engagement. So pay attention.

Engagement, on the other hand, is more than just a numbers game

Engagement is about fostering genuine connections through compelling storytelling and immersive experiences. Experimentation is key; so try different content formats - from behind-the-scenes glimpses to live-streamed training sessions or even talking snippets with key players. This will keep your audience engaged and invested in your brand.

Timing is crucial, especially for sports organisations with limited broadcast windows

Maintaining a year-round presence ensures consistent engagement, keeping fans connected even during off-season lulls. And with digital platforms' flexibility, there's ample opportunity to showcase your sport in innovative ways that wouldn't be possible on traditional TV.

For those looking for winning inspiration, case studies can provide valuable insights into effective digital strategies. For instance, the SRO Motorsports Group GT World found success on YouTube, leveraging live race broadcasts and engaging fans through interactive chat functions. Similarly, the Laver Cup capitalised on TikTok's popularity to reach a new generation of tennis fans.

The truth: a comprehensive, year-round strategy pays dividends

By providing consistent, high-quality content, organisations can not only attract new fans but also deepen engagement with existing ones. This sustained engagement is crucial for maximising reach during key events and tournaments.

Clearly, success in the digital age in terms of sporting content requires a multifaceted approach. By embracing digital platforms as more than just marketing tools and instead as immersive entertainment destinations, organisations can unlock the full potential of their fanbase.

Through authentic engagement, tailored content, and a year-round presence, they can build lasting connections that transcend mere viewership, fostering a dedicated community of fans invested in their sport's success. And who doesn’t love to have a ride-or-die superfan?