Fluid Fan Behavior Series: Access

The sports industry needs a fundamental mind-shift to respond to the demands of the Fluid Fan. It starts with its use of the word "engagement." Since "engagement" means everything, it also means nothing. How do you know when you’re doing engagement well? The proxy for measuring fan engagement has been time. But time is not a meaningful measure of actual fan engagement, as it does not account for what fans do, or why they are even doing it. So let’s start thinking about what Fluid Fans do. We call this a behavior.

This month, we dive deeper into the Fluid Fan Behavior of Access.  

 Access is about bringing fans and athletes closer together. It is the foundation for Athlete Driven Media Experiences. These experiences will break down the traditional walls between athletes and fans, and empower the athlete to become the gatekeeper of her story, brand, and personal merchandising opportunities. 

 The opportunity for Athlete Driven Media has arrived, and the market is primed for new revenue streams.

Historically, athletes are not the gatekeepers for their personal brands. Agents, sponsors, media, coaches, and other members of their entourage have put barriers in between athletes and fans. As the market continues to change, especially in light of Name, Image, and Likeness regulations, we expect consolidation of four key stakeholders in this market. To learn more about the Training Applications, Apparel Brands, Social Media Platforms, and Community Fitness Applications come together to deliver on the promise of “Access” or to learn about what Access means to your business, email meghan@sportsilab.com