Unlocking the potential of AI: Four ways machine learning is improving sport
Sports technology: It’s impact on rights holders and future potential
Revolutionising sports with AI: The use cases, challenges and future
The sports social media checklist in the Content X era
How sports content automation adds value for rightsholder
Using fan data effectively is a lot like making a great meal. You could have access to the highest quality ingredients in the world, a professional kitchen and all the gadgets you want. But unless you’re using them in the right way, you’re going to end up with a poor experience, annoyed dinner party guests and a lot of washing up.
Drawing a parallel in sport, you could have the most advanced technology and the most extensive fan data. Yet, without proper understanding and use, it's like having an undercooked meal that leaves your fans - the guests - unsatisfied. In an increasingly competitive sports landscape, fan personalisation has become a must-have element in ensuring fan engagement. Stakeholders within the sports industry are continually challenged to use technology to create individualised fan experiences at scale. That is why understanding the value of first-party and zero-party data cannot be overstated. First-party data is generated directly from fan interactions, offering deep insights into user behaviour and preferences. Zero-party data is voluntarily shared by the fans themselves, providing even more specific, personalised information about them.
Understanding your fans is a big step towards understanding the data behind them. Together, these two data types can be harnessed to customise fan experiences and boost engagement. But what else can rightsholders do? It was the topic of discussion at our recent SPOBIS masterclass that you can watch below. However, if you’re pressed for time these tips will help you on your way.
Using fan data to improve content creation
What do your fans watch? How are they engaging with content? What makes them tick? All of this can be surfaced through fan data and drive better content creation. Insights derived from fan engagement data can inform the development of targeted, relevant content, thereby increasing engagement rates.
One innovative solution is the automation of sports content, which uses event data to automate the content creation workflows. The benefits of this approach include more efficient content production and highly personalised content that caters to individual fan interests.
Amplifying content with advocates
Fan data can also help identify and leverage advocates - loyal fans who actively promote the team or sport as well as athletes and organisations. By pairing these advocates with tailored content, organisations can amplify their reach and boost engagement.
The Champions Hockey League, for instance, saw impressive results with this strategy: a 31% increase in total engagements and a 98% rise in video views, demonstrating the power of combining data-driven content with advocacy.