Understanding the Fine Line Between Hype and Fandom in Sports Marketing
In the fast-paced world of sports marketing, the distinction between hype and fandom isn’t just a subtle nuance; it’s a critical factor that can define the success or failure of a brand. As brands rush to harness hype to attract new fans, experts like Richard Swain from DesignStudio remind us that understanding what truly drives fan passion is paramount.
The Emotional Core of Sports
What propels sports into the hearts of millions? The answer lies in emotion. Emotion arises from people who genuinely care, which, in turn, fosters an environment of loyalty and connection.
Devout Fans vs. Casual Observers
While devout fans pour their hearts into their teams—sometimes even sporting tattoos of their favorite team’s crest—casual fans are more transient. They swing in and out of interest like extras on a movie set: there but easily forgotten. This stark difference emphasizes that there is nothing casual about true fandom.
The Power of Cultural Curiosity
Interestingly, casual fans are experiencing a renaissance, as seen with events like Hello Kitty Night at Dodger Stadium and collaborations with cultural icons like Taylor Swift. These smart marketing moves aim to attract those culturally curious newcomers, leveraging their interest to expand audiences.
In our ever-evolving media landscape, appealing to casual fans may seem like a safe bet, but brands must tread carefully. Don’t confuse hype with genuine fandom.
The Problem with Hype
Hype, often driven by fleeting trends, can spike sales temporarily, but it’s a sustained fandom that builds long-term brand value. Although hype can create the environment for growth, it doesn’t guarantee loyalty.
When brands say, “We’re going all in on collaborations,” they might be borrowing equity, not cultivating it. Building brand equity takes time—it can’t be manufactured. The most glaring example of this is the ill-fated Overwatch League, which tried to mimic traditional sports structures without recognizing that esports fandom exists independent of geographical ties.
Harnessing the Power of Fandom
Our experience in rebranding the Barclays Premier League demonstrated the importance of listening to fans. The name "Premier League" holds significant value for them, which is why we chose not to pivot to the acronym EPL. In the same vein, the success of the League of Legends European Championship (LEC) emerged not from cookie-cutter sports branding but from an approach that resonated deeply with the gaming community’s values—rivalries and storytelling.
Even Wrexham AFC, which has garnered global attention mainly due to celebrity involvement, thrives because of its genuine investment in community and fan relationships.
Playing the Long Game
Brands that hope to capture attention and maintain it must strike a balance between short-term hype and long-term strategy. Take the WNBA, for example; while they recognize the buzz surrounding players like Caitlin Clark is largely hype, they are committed to long-term storytelling and partnerships.
Formula 1 has successfully attracted a younger and more diverse audience through documentaries like Drive to Survive, but its future will depend on whether these new fans are willing to engage with the sport live.
Similarly, while Messi’s arrival in Major League Soccer (MLS) generated substantial excitement, the league is keenly aware that the true test will come from sustained engagement through platforms like Apple TV.
Conclusion: Beyond the Hype
In an age where hype can be engineered, cultivating fandom presents a far more complex challenge. Fandom, demonstrated through commitment—like the investment in season tickets—develops over time and requires deep emotional investment.
Brands that recognize and respect this distinction will not only endure but thrive in the vibrant tapestry of sports marketing. As the landscape continues to evolve, the ultimate winners will be those who play both the short and long games, investing in authenticity and lasting connections with their fans.
