This deck, while being far from offering a definitive solution to the problem, tries to face the issue of the impact of bad results on sports’ social media. Since there is no doubt that defeats and bad games affect any team, it is necessary to respond to these “crisis” accordingly, by keeping engagement of fans high even during bad periods. Bearing in mind that fans are the core target of a communication strategy of a sports team, this “ignition-deck” tries to switch on a conversation on the topic by suggesting that educating fans could be a rewarding path to follow. The basis of the work is the “3E-strategy” (Entertainment-Education-Engagement), the idea that fans who are engaged in the life of the team (treated as stakeholders, informed about economic issues and strategies) are more into supporting the club when difficulties arrive. Fans shouldn’t be treated anymore as an external entities simply paying tickets and being entertained, but as ambassadors spreading the love for the team around the world. It is in this optic that they become an asset when it comes the moment to attract new sponsors and potential investors. It is in this view that educating them becomes fundamental, as you don’t want your forehand ambassadors to go around the world destroying fountains, shouting racial choirs or simply going nuts any time you may incur in a loss.

1. #ConLeAzzurre