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Loyalty scoreboard: exploring fan engagement
In many ways, athletes, teams, and leagues invented the idea of loyalty. They...
This document contains general information only and Deloitte is not, by means of this document, rendering accounting, busi...
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Sports Loyalty: Exploring fan engagement

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In many ways, athletes, teams, and leagues invented the idea of loyalty. They have engendered the sort of passion and engagement that today’s consumer loyalty programs work hard to achieve. However, sports organizations cannot only rely on the loyalty that is generated by winning seasons and championship trophies. It will be increasingly important for organizations to understand fan behaviors and preferences to deliver experiences that nurture fans’ loyalty and extend it beyond the field.

For more visit: www.deloitte.com/us/SportsLoyalty

Published in: Sports

Sports Loyalty: Exploring fan engagement

  1. 1. Loyalty scoreboard: exploring fan engagement In many ways, athletes, teams, and leagues invented the idea of loyalty. They have engendered the sort of passion and engagement that today’s consumer loyalty programs work hard to achieve. However, sports organizations cannot only rely on the loyalty that is generated by winning seasons and championship trophies. It will be increasingly important for organizations to understand fan behaviors and preferences to deliver experiences that nurture fans’ loyalty and extend it beyond the field. As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Fan affinity is influenced by a variety of factors... …and translates into different forms of engagement Millennials are willing to spend extra for memorable experiences: ...spend 2x more annually if they participate in off-season events vs. season ticket holders who do not ...spend 5x more annually than non-season ticket holders 40% Hometown 22% 14% 10% 6% 8% Current location Family history Team performance Favorite player is/was on team On TV most 10% NBA fan loyalty is 2x more likely to be driven by a favorite player NFL fans are nearly 2x more likely to be self-described fanatics 60% of MLB fans are lifelong fans 81% of MLS fans have been fans for less than 10 years Self-described fanatics spend 6x more than self-described casual fans annually Hometown is a bigger driver of loyalty for the NHL than for any other sport Non-Millennials Millennials Pre/postgame events: Non-Millennials Millennials Player meet & greets: +$20 +$16 +$26 +$17 +$21 +$14 Non-Millennials Millennials Seating based on social interests Excluding ticket purchases, season ticket holders... 46%30%24% 10+ years Lifelong fan Tenure as fan ...and spend 2x more annually than fans who did not participate in youth leagues Primary reason for team loyalty 0–10 years Fans who played in youth leagues growing up are 50% more likely to be self-described fanatics… www.deloitte.com/us/SportsLoyalty
  2. 2. This document contains general information only and Deloitte is not, by means of this document, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This document is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss sustained by any person who relies on this document. Copyright © 2015 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited. Background Deloitte Sports, Deloitte Consulting LLP has conducted a study to closely examine fan loyalty and help leagues and teams understand how to enhance fan engagement, strengthen affinity, and increase overall fan value. The full report will be available in summer 2015. Contacts Mike Aronesty Partner, Deloitte Sports Leader Deloitte & Touche LLP +1 201 851 2135 maronesty@Deloitte.com Pete Giorgio Principal, Deloitte Sports Consulting Leader Deloitte Consulting LLP   +1 617 437 3459 pgiorgio@deloitte.com Paul St. John Sports Market Development Leader Deloitte Services LP   +1 617 437 3641 pstjohn@deloitte.com Ramya Murali Manager Deloitte Consulting LLP +1 212 829 6033 rmurali@deloitte.com Kathryn Freeman Senior Consultant Deloitte Consulting LLP +1 312 486 5292 kafreeman@deloitte.com Methodology In April 2015, Deloitte fielded a survey to approximately 4,000 sports fans over the age of 18 in the United States. Based on their self-reported affinity level, survey respondents were asked to answer questions regarding their loyalty, engagement, and spend for up to three distinct sports leagues. This analysis focuses on 9,159 league-level responses across five multi-team leagues: the NFL, MLB, NBA, NHL, and MLS. The full survey included additional responses on subjects not relevant to this analysis; these responses are excluded for the purposes of this analysis but may be evaluated separately. Engage Follow us on Twitter at: @DeloitteCB #DeloitteSports Learn more Visit us at: www.deloitte.com/us/SportsLoyalty

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