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In this series of articles, we will go through the first steps of community building for sports clubs, learn about Tokenized Engagement Programs and discover the best cases of loyalty, fan engagement and community building.
In the fast-paced world of sports, where competition is not just on the field but also online, building a thriving community has become the secret sauce for sustained success and revenues for sport rights holders (clubs, federations, leagues..).
As sport leaders, you understand the significance of fostering a passionate fan base and being able to monetize it. Also, you are curious about innovation, Web3, market trends and new ideas to stand out from your competitors. Well, if you are, you are at the right place.
Loyalty is nothing new. No sport organizations can thrive with fans who are chronic switchers. Engaging an existing supporter is up to 25 times less expensive than acquiring a new one. Engaged fans represent recurring revenue streams and sources of inspiration and ideas.
Sport fans, as human beings, are constantly searching for a sense of belonging and are willing to invest time and money to become real brand ambassadors. To build emotional marketing 3.0, Doors Consulting Group assists many key players in the sports sector : Paris Saint Germain, French Football Federation, Alpine, Team Vitality, French Rugby League, Rugby Club of Toulon, Girondins de Bordeaux..
It's not always easy for marketer to design the first step towards redefining their vision of community and making the first moves for their club.
At Doors Consulting Group, we have the conviction that Web3 technologies allow sports clubs to gamify, remove complexity, grow their offer and turn supporters into true fans.
In this series of articles, you will go through the first steps of community building for sport clubs, learn about Tokenized Engagement Programs and discover the best cases of loyalty, fan engagement and community building in sports.
Web3 is much more than a trend. It introduces some unique killer features that could unlock billions in value for the sport industry, without losing sight of human touch. Let's discover how!
1. Understand who your fans are
In a world driven by digital innovation, creating a community is not just about filling seats in the stadium; it's about establishing a connection that transcends the physical boundaries. To do that, sport marketers must know their audiences and analyse existing data to unearth key demographics, interests, and behaviours of existing community members. Every information needed is there. One option to gather precious data is to conduct surveys or leverage social analytics.
Based on your research, you can craft detailed fan personas representing different segments of your audience. These personas will serve as guiding archetypes throughout your community-building strategy.
Then, delve into the motivations that drive your fans' passion for your sports club. Whether it's the thrill of competition, loyalty to players, or a sense of community, understanding these core motivations will enable you to tailor your community offerings to meet their specific needs. Also, if you spot other shared behaviours (some of your core fans like the same clothing brand), you might want to take notes. It will serve you later on.
2. Define your Identity
With a clear understanding of your fans, it's time to articulate what sets your club apart. Crafting a compelling identity lays the groundwork for a community that resonates with your audience.
2.1. Craft Your Narrative
Tell the story of your sport club in a way that captivates and inspires. Highlight key moments, achievements, and the values that define your club. Your narrative should evoke emotion and forge a connection with your fans.
2.2. Identify Core Value
Define the principles that underpin your club. Whether it's a commitment to excellence, teamwork, or community engagement, these values will shape the culture of your community and attract like-minded individuals.
2.3. Establish a Unique Selling Proposition
Identify what makes your sports club stand out from the rest. It could be a unique playstyle, a history of come-from-behind victories, or a commitment to social causes. Your USP will be a crucial element in differentiating your community in a crowded sports landscape. Also, your USP will inspire your future fan engagement program.
2.4. Design a Distinct Visual Identity
Create a visual identity that aligns with your narrative and values. This includes logos, color schemes, and imagery that become instantly recognizable by the community. Consistency in visual elements fosters a sense of belonging among community members. Make sure to match your visual identity with the fans' preferences that you identified.
2.5. Embrace Authenticity
Authenticity builds trust. Fans connect with real stories and genuine efforts. Avoid over-curated content and let the raw passion for your sports club shine through.
3. Tokenized Engagement Programs : the future of community and engagement
Let's jump into what Web3 can actually bring to the table and how it can elevate your community-building efforts, especially when your fanbase is new. Web3 technologies allow a whole new way of thinking loyalty and engagement : more secured, more transparent, more emotional, more flexible, more open and more collaborative.
As all innovations, Web3 answers specific needs and unlock new ways of engaging fans, in a manner that could not be done before. People are not just simple spectators, they become actors of the game, own a piece of your club and are given the opportunity to craft the future of their favorite organization.
In Web3, fans can control and transact digital assets without the need to trust a third party platform. Owning a digital asset of a sports club becomes a tool of self-expression. Now there is only one solid tie between a sports club and a fan : the token (NFT) which is secured on the blockchain. Promise of letting-go, token-gated rewards, new revenues, partnerships programs, new data.. Discover in the following article what are the main reasons Tokenized Engagement Programs are a must-have for sport clubs and why you should not miss it.
