From a cacophonous stadium rising in a unified roar to pubs where complete strangers become comrades for 90 minutes, the alchemy of sports is irresistible. The celebration of a victory is a universal language that breaks down barriers of age and background in a single shot. Thanks to the media, professional sports are often connected to the glamour of sky-high salaries.
However, the magic of sports doesn’t happen only in high-stakes events sponsored by international companies. Sports have tremendous transformational power, even when only neighbors and friends are involved. They don’t even need to be in the same city, as there are plenty of digital communities of energetically engaged fans. Indeed, digital technologies are an indispensable part of modern fandom.
Borderless Tribes
Here’s a reality that older fans know all too well: rushing back home or to the nearest sports bar to catch that championship final live on TV. The rush was justified, as the TV was the only way to watch the game outside the stadium. Smartphones weren’t a thing yet, and live matches on the internet were scarce.
For those who weren’t engaged in club fandoms, sports-related social life was limited to friends, relatives, and co-workers. Social media has brought together millions of fans scattered around the world into unified tribes. For instance, Real Madrid, the club with the most overseas fans ever, has around 500 million supporters worldwide.
Let’s consider the “older fan” situation again for a second. It was pretty difficult (and expensive) to follow domestic leagues abroad. Even cable TV options were limited in that sense. Undeniably, part of what makes Los Blancos the most loved club worldwide is the easy accessibility to their matches, wherever fans are.
Their popularity is also attested by the number of followers on social media: over 490 million across all platforms. Indeed, it’s a massive and vibrant community, and fans from distant parts of the globe can share their impressions, predictions, and relevant information regarding lineups, transfers, and whatnot.
Matches Around the Clock
For many fans, the passion for sports is so intense that they just can’t wait until the next match. Luckily, the gaming industry is here to ensure the ball never stops rolling. There are countless sports simulators out there, with varied degrees of realism. Additionally, sports betting is no longer restricted to match days; there’s always something going on.
Rugby fans can always follow the NRL odds sportsbet whenever there’s a match going on. However, when there isn’t one, they can enjoy data-driven, intensely realistic fantasy sports and even bet on virtual events. There’s also an option for those who want to actually “watch” a game, even when none is going on: simulated reality leagues (SRL).
These and many other options are available on top-notch platforms like Sportsbet, where it’s possible to watch high-stakes matches live as well. Social engagement is also intense in such platforms, with users sharing predictions, debating odds, and comparing results. The digital revolution has fundamentally changed fans’ posture towards their favorite sports. More importantly, they will never feel lonely again.
Together in Victory and Defeat
Part of what makes it so amazing to watch matches with friends and significant others is the shared emotion and memories it creates. Emotion is one of the very few things that multiply when shared, whether joyful or gut-wrenching. Such an effect is far from an impression, and it has been documented and analyzed by neuroscientists.
Several studies confirm that sharing emotions creates powerful social connections. It happens because the human brain has mirror neurons that mirror what’s happening in the environment, thereby amplifying the effect. Socially speaking, match days are pretty relaxed and informal, so everyone is there to have fun and forget the troubles of real life outside.
This laid-back environment is ideal for meeting new friends and strengthening the bonds with the existing ones. It’s also an excellent opportunity for introverts to interact with other people, without having to talk about personal issues; it’s all about the game. Indeed, following matches in sports pubs has become a ritual for many, fostering a sense of shared identity, even among strangers.
For those who aren’t fortunate enough to have a local community for their favorite sport or club, there’s the internet. Thanks to social media, fans-followers can make their voices heard, share video commentaries, memes, and even fan fiction. There’s a wealth of user-generated content in such platforms, bridging the gap between people who are sometimes oceans apart.
Digital Marketplaces and the New Fan Economy
The impact of digital technologies goes beyond community engagement. It creates new means of self-expression, redefining the concept of team allegiance. In fact, not only is fan engagement evolving with the digital revolution, but the internet itself has been redefined. Enter Web3, with innovations such as blockchain, cryptocurrencies, and non-fungible tokens (NFTs).
Such technologies are ushering in a new era of fan participation and ownership. Collectibles are now much more physical memorabilia. Forget about hats, flags, official jerseys, and trophy replicas. For instance, basketball lovers can “buy” an NBA Top Shot Moment, eternized as an NFT. Turning an ephemeral moment into a collectible is something only Web3 can provide.
Digital tokens aren’t only collectibles, though; they can empower supporters and make them part of club decisions. Paris Saint-Germain, Juventus, and AC Milan (among many others) have created fan tokens that give their owners some degree of governance over the club. In this context, such tokens function as “digital shares” that, in some cases, grant voting rights.
It’s a win-win deal: clubs have a new and powerful revenue source, while supporters get unprecedented levels of engagement, in addition to other exclusive benefits. Moreover, fans left the role of passive supporters behind and became active stakeholders in their favorite clubs, even having a say in their future.
Business Implications
The journey from supporter to customer has become a frictionless digital pathway. Several sports-based brands have storefronts on social media platforms, directing users to their digital stores for final purchase. The data-driven approach helps these stores to make the most out of pre-match fan excitement, for instance.
Undeniably, the passion for sports is an outstanding opportunity for different businesses. Club shirts and other licensed football-related merchandise have become a global market, valued at over USD 11 billion last year. In fact, this market is set to keep rising for the foreseeable future, fueled by e-commerce innovations, brand collaborations, and greater customization options.
Fandom Unchained
The traditional pub camaraderie and the unison roar of the crowds in a packed stadium are still irreplaceable, but they have been brilliantly complemented. The new digital revolution has woven intricate layers of interaction, ownership, and, ultimately, collective passion for sports. From digital collectibles to tokens that grant governance rights and VIP benefits, fandom will never be the same again.
Distant global communities are now unified in a single chant, turning social media platforms into digital stadiums. Matches, whether real or virtual, fuel fan engagement around the clock, catering to a passion that never dims. More importantly, they have democratized access to international sports. A Real Madrid supporter from New Zealand can follow a live match while on the bus home, for instance. Anyway, the collective passion for sports remains the most valuable currency.