Sports Technology

Brands that connect with sport fans on social media have a strong probability of getting them to consider its products.

According to the annual Fan Engagement Study conducted by IMG unit Catalyst, about 70% of sports fans who 'like' or follow brands on social media are willing to take additional action, including purchasing, commenting or sharing brand content.

While Facebook remains the most widely used channel, fans are increasingly using Google+ and YouTube to disseminate and acquire sports information, and game day social network interaction is on the rise, says Catalyst.

The yearly survey-based study, run this August handled by Repucom involved a survey of 2,100 sport fans aged between 16 and 64 in the USA, United Kingdom and Brazil. Orientated towards American sports, the study measured the digital media attitudes and usage habits of NFL, NBA, MLB, college football and basketball, and for the first time, football fans.

The social channels that garnered the biggest year-over-year growth were Google+ (+94%) and YouTube (+35%) per Catalyst, which found that story lines or points of view were the strongest draws.

72% of respondents said they responded to pre-game excitement; historic video was favored by 68% of those polled; 'bloopers' by 66%; Q&A with coaches and players were chosen as the favorite content by 66% of respondents; and 63% said game debate/banter.

Catalyst Managing Director Bret Werner explained "content strategy is a major component for any brand, and this study reinforces that sports fans frequently consume and engage with social content that takes them well beyond the box score.

"Avid sport fans are more likely to interact and identify with brands that act like fans."

The firm also said fans engage on social channels before, during and after sporting events at a higher rate than they used to, with engagement more than 30% higher than compared to 2012.

Werner told industry publication Marketing Daily that fans don't want brands interacting with them during the game.

Werner concludes says that football fans are the most digitally engaged and brands have an opportunity to fill in an information gap for fans of the sport, concluding "it's a true global sport."

For more information go to http://catalystimg.com/

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