Learn the Value of the Values-Based Fan
Sign up below to stay up to date on the sports stories changing our industry:
Innovation in Action
The Value of the Values-Based Sports Fans
In recent years, brands, sport properties, and athletes have become increasingly visible participants in society's conversations around social justice, environmental sustainability, and other important initiatives. With their vast platforms and influence, they have the power to drive meaningful change and inspire positive action.
Last week with our Most Innovative Members we discussed the importance of values-based fandom in sports. The values-based fan is someone who expects more from the brands and teams they support and responds to the public stances those properties are taking. These fans are making the decision to support companies who publicly demonstrate their commitment to social and environmental initiatives that align with their own views.
We understand values are subjective and change person-to-person. That said, there are many ways to communicate and demonstrate relevant values from both fans as well as sports & entertainment properties. As a sample, we identified a community of sports fans that support crowd-sourced fundraising platforms, charitable organizations, and brands who are committed to change. The brands were identified through consultation with industry experts and further supported through official certifications and pledges such as Certified B Corps, 1% for The Planet, and the Sport for Good Index.
Leveraging the sample of companies identified as “values-based,” we found 28% sports fans have spent with at least one of those companies since 2019.
We found these fans were present across all sports fans communities. This shows that investing in values-based initiatives, such as the recent NBA participation in Black History Month or the MLB’s profiling of club environmental initiatives for Earth Day, sends a strong message that sport properties are committed to more than just their success on the field.
When looking deeper into the spend levels, we see noticeable year-over-year increases.
*Our data comes from a random panel of 20 million credit & debit card holders in the United States from January 1, 2016 - May 3, 2023.
Building authentic, purpose-driven brands can not only lead to stronger connections with your fanbase, but also provide a vision for internal connectivity and culture. These values-driven fans are present in venues around the world and are actively looking for brands that serve a quality product and stick to their values.
The Business of Women's Sports Summit
Our CEO Angela Ruggiero gave a keynote presentation at the Business of Women's Sports Summit on April 25th, 2023. The Summit featured leaders in sports, media, and brand-marketing that are addressing the growth of women's sports. Shoutout to Giant Spoon partner Laura Correnti for founding the event and co-hosts Linda Yaccarino and Alexis Ohanian.
We brought our data from The Fan Project to the conversation at the Summit. The Fan Project is a data-rich report that brings the business case for why investing in women's sports is not only the right thing to do, but the SMART thing to do. It was an honor to stand alongside some of the most powerful people and forces in the field. It was great to see some of our Women's Sports Club members attend the event as well and share the playbook with everyone in the room.
If you're ready to create breakthrough fan experiences and connect with the Fluid Fan through technology, visit our website sportsilab.com or email info@sportsilab.com! Sign up for our Most Innovative Membership by emailing membersonly@sportsilab.com or visiting mostinnovative.com!