In sports marketing, it’s important to remember the difference between hype and fandom
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Quick Summary:
- DesignStudio’s Richard Swain says sport needs to understand what makes people care in the first place. Brands are going all in to attract new fans. But he says the playbook only works if you understand what people care about. He says the ultimate winners in the epic race for our attention will be the leagues that build for both the moment and the long term. But be mindful not to mistake the hype you create for fandom. Hype is fleeting. But it’s fandom that builds long-term brand value. And it can’t be manufactured. Swain: ‘We live in a world where people are more culturally fluid, with direct windows into athletes’ lives. There’s never been a better opportunity to welcome new audiences into sports.’ But he adds that the real test is the ‘Messi effect’ and ‘the real test of a league is the real-time test of its real-through-the-ground appeal’. ‘The long game is to build a brand that can sustain itself over time, not just win over fans in the moment, but to build something that could sustain itself in the long run’, he says. “The long
- Esports already has a considerable market size, surpassing many traditional sports in terms of both revenue and viewership. Globally, the industry hit $950 million in revenue in 2019 and is expected to reach $1.1 billion in 2020. Most of the revenue (58 percent) is forecast to come from sponsorships, which grew an estimated 17 percent compared with 2019. esports is mostly consumed by young (on average 26 years of age), tech savvy, and highly educated (over 70 percent), making sponsorship an opportunity for a company not only to advertise its product but also promote its employer. In one case, we used artificial-intelligence-driven insights from social-media to compare affinity data of fans to the overall online population in Germany. This revealed four clusters, in an array that clearly describes an array of interests based on the lifestyle based on age, education, and income. Fans of League of Legends, CS:GO, and Apex Legends are drawn to self-help products and services and are interested in e-commerce, fast cars, and fast cars. For more information on our Marketing & Sales Practice, visit our website: http://www.mckinsey.com/marketing-and-sales/es
- ‘I’ve completely fallen out of love with the Premier League and its feelings of self-importance. I couldn’t care whether the league comes back or not given that people are dying from a pandemic. This has been an overdue awakening for how important football really is’ ‘I miss the routine of going to Wolves games with my family and I miss the pre-game analysis with my dad’. ‘It’s good to know I can get by without sport. It has taught me the importance of deep relationships with family, friends, and friends’ ‘Absence makes the heart grow fonder’‘When sport returns, I don’t think I will be as passionate as before – but, who knows, this is football and its magic may charm me again instantly.’ ‘I have spent my time on more important things, such as my daughter! I’ll be a lot more selective about what I watch when it returns. I will watch it more sparingly when it comes back’ ‘I miss buying a new pin-badge from the lady in the pub on Uxbridge Road and letting linesmen know exactly how I feel about
Country-by-Country Breakdown:
Original Coverage
DesignStudio’s Richard Swain says sport needs to understand what makes people care in the first place. Brands are going all in to attract new fans. But he says the playbook only works if you understand what people care about. He says the ultimate winners in the epic race for our attention will be the leagues that build for both the moment and the long term. But be mindful not to mistake the hype you create for fandom. Hype is fleeting. But it’s fandom that builds long-term brand value. And it can’t be manufactured. Swain: ‘We live in a world where people are more culturally fluid, with direct windows into athletes’ lives. There’s never been a better opportunity to welcome new audiences into sports.’ But he adds that the real test is the ‘Messi effect’ and ‘the real test of a league is the real-time test of its real-through-the-ground appeal’. ‘The long game is to build a brand that can sustain itself over time, not just win over fans in the moment, but to build something that could sustain itself in the long run’, he says. “The long Read full article
Esports and the next frontier of brand sponsorships
Esports already has a considerable market size, surpassing many traditional sports in terms of both revenue and viewership. Globally, the industry hit $950 million in revenue in 2019 and is expected to reach $1.1 billion in 2020. Most of the revenue (58 percent) is forecast to come from sponsorships, which grew an estimated 17 percent compared with 2019. esports is mostly consumed by young (on average 26 years of age), tech savvy, and highly educated (over 70 percent), making sponsorship an opportunity for a company not only to advertise its product but also promote its employer. In one case, we used artificial-intelligence-driven insights from social-media to compare affinity data of fans to the overall online population in Germany. This revealed four clusters, in an array that clearly describes an array of interests based on the lifestyle based on age, education, and income. Fans of League of Legends, CS:GO, and Apex Legends are drawn to self-help products and services and are interested in e-commerce, fast cars, and fast cars. For more information on our Marketing & Sales Practice, visit our website: http://www.mckinsey.com/marketing-and-sales/es Read full article
‘I won’t be as passionate as before’: how sports fans changed in lockdown
‘I’ve completely fallen out of love with the Premier League and its feelings of self-importance. I couldn’t care whether the league comes back or not given that people are dying from a pandemic. This has been an overdue awakening for how important football really is’ ‘I miss the routine of going to Wolves games with my family and I miss the pre-game analysis with my dad’. ‘It’s good to know I can get by without sport. It has taught me the importance of deep relationships with family, friends, and friends’ ‘Absence makes the heart grow fonder’‘When sport returns, I don’t think I will be as passionate as before – but, who knows, this is football and its magic may charm me again instantly.’ ‘I have spent my time on more important things, such as my daughter! I’ll be a lot more selective about what I watch when it returns. I will watch it more sparingly when it comes back’ ‘I miss buying a new pin-badge from the lady in the pub on Uxbridge Road and letting linesmen know exactly how I feel about Read full article
Global Perspectives Summary:
Global media portray this story through varied cultural, economic, and political filters. While some focus on geopolitical ramifications, others highlight local impacts and human stories. Some nations frame the story around diplomatic tensions and international relations, while others examine domestic implications, public sentiment, or humanitarian concerns. This diversity of coverage reflects how national perspectives, media freedom, and journalistic priorities influence what the public learns about global events.
How did your country report this? Share your view in the comments.
Sources:
- Original Article
- Esports and the next frontier of brand sponsorships
- ‘I won’t be as passionate as before’: how sports fans changed in lockdown
Source: https://www.thedrum.com/opinion/2025/05/14/sports-marketing-it-s-important-remember-the-difference-between-hype-and-fandom