PADEL SOCIAL CLUB
Experience
Insight
By Andrew Kennard
23rd Oct 2024
Without the community of an engaged fan base, is there even a game? Switched on sports marketeers know this is where the power – and the money – lies for sports old and new to stay relevant. Fan-created content plays a massive role in this – and has evolved over time in various ways. Both its reach and its inclusivity has expanded, allowing fans to express themselves and their passion for their favourite teams. Football provides great examples of using fan-made content to heighten experiences and foster the development of online personalities, bringing hidden gems to the surface globally. Read on to see how fan-created content has adapted over time – to give fans the voice they deserve.
With the rapid rise of podcasts, fans and content creators saw an opportunity to cement themselves as part of sport clubs’ communities. Making use of popular social media platforms such as YouTube and Twitch, creators started building their own online communities, with their favourite team the focal point of their content. Originally, these began as pre-match analysis videos and livestreams, watch alongs, and post-match reactions. Fans rushed to these channels after unlikely losses, or spectacular wins, to live in the moment virtually, celebrating collectively – or seek comfort in suffering together.
These channels grew in popularity, with most top flight football teams having one or two figureheads leading their clubs’ online fanbase – and with this, comes the creation of online celebrities. One of the largest football fan channels to date – ‘The United Stand’ – is led by the online persona ‘Mark Goldbridge’, who cultivates experiences and opportunities for fans globally, all whilst simultaneously growing into stardom himself. Through his videos and matchday streams, fans who are unable to attend the big games still feel a part of the community, through live player match rating votings, and live chat opportunities. Historically, these fan channel communities have been known to lead to real club change, through protests and petitions. Whether it’s within the online fan community, or by the club themselves, fan channels give lovers of the game the chance to have their voices heard.
Fan channels have transitioned over time towards a more modern, real life format of content. Live streams remain popular, but fans want to feel more involved in the matchday experience. Channels and creators adapted to the desires of their communities, and began vlog-style real life interviews with fans outside the stadium. A prime example of this is exhibited by ‘Arsenal Fan TV’ – an icon in the Football YouTube industry. Post-game reactions began to blow up, with repeat fans becoming ambassadors for the channel. These interviews attracted fans with engaging personalities to express their emotions about their club. This expanded to the point where fans from other clubs would watch the interviews, just for entertainment, thus diversifying the community and growing their following.
Beyond the humour factor – fan cams provided a face to the usernames. Now fans can really be involved, not only heightening their experiences on matchday, but also providing opportunities to promote their own personalities. Today, various fan channels have bred and fostered a host of influencers from the ground up. Passionate fans have become influencers, making a living from supporting their favourite team.
Major media outlets began to notice the rise of fan-made content, and quickly incorporated it into their own. The best example of this is within Sky Sports’ ‘The Overlap’ Podcast. Hosted by footballing legends Gary Neville, Roy Keane, Ian Wright, Jill Scott, and Jamie Carragher, the podcast alone brought insightful discussions surrounding their individual football experiences. With guests weekly such as Wayne Rooney, each episode offers a different perspective on the game we all love. But, with fan content increasing in popularity, Sky Sports needed to adapt, and so created ‘The Overlap Fan Debate’.
A unique concept, Sky gathered one fan per Premier League team into a room to discuss each other’s clubs before the new season started. Put simply – it was genius. Not only did it evoke interesting conversations – and arguments – it significantly elevated the buzz surrounding the up and coming season. Success was evident, through the fan debate becoming not only an annual event, but a much more frequent sub-series within the podcast, allowing different fans to experience football chat like no other with their favourite players.
Through the creation of this concept, major media outlets certainly heightened the experiences for football fans, and allowed them to get involved with the debate.
Fan created content has evolved over time, keeping up with the wants and needs of fanbases. This evolution signifies that what fans really crave are experiences – opportunities to be more involved with their club and community. Brand activations have a large part to play in this, with fan channels providing the chance to truly be involved with your team.
Think about the inclusion of fan based content in your next sport brand activation, to elevate the experience and increase authentic involvement.
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