“Create a culture where an argument is possible.”– Toto Wolff In the conclusion to the Leadership Lessons series Vinod Kumar, CEO & MD of Tata Communications, and Toto...
Sportspeople and digital platforms’ untapped growth potential
3 mins read
The modern sports fans are in a league of their own when it comes to how, where and why they consume content. This opens endless opportunities to engage them through digital platforms.
I've never seen such a fascinating time in the world of sports, with digital platforms enabling a complete reinvention in the way fans engage with the action and their heroes. Rightsholders, broadcasters, sponsors and others in the sports ecosystem are capitalising on these innovations in a number of ways to broaden sports’ appeal amongst new audiences and create more immersive fan experiences – which in turn generate new revenue opportunities. Turning casual follower to die-hard fans Leveraging the star appeal of top sportspeople is a great way of growing and diversifying the fan base of a sport, which is why the trend is here to stay. Sportspeople are now major celebrities in their own right, and new digital tools are tearing down the barriers that once existed between them and their followers. Crucially, the ways in which a fan is able to engage with a star is a deciding factor in whether they are merely a casual observer or a die-hard fan who spends money on match tickets, merchandise or a streaming subscription.
As established players retire, or simply miss seasons due to injury or family commitments, new star players emerge. For example, with British tennis ace Andy Murray out of the singles competition at this year's Wimbledon tournament, that left something of a void for his supporters. However, younger players like the American wonder who beat Venus Williams, Coco Gauff, gives a younger generation someone to cheer for, while the Austrian Dominic Thiem is steadily gaining followers as he works his way up the rankings. Making invaluable emotional connections For me and many other sports fans, identifying emotionally with an individual or team makes their sporting performance all the more compelling and must-see. So, facilitating these emotional connections through human interactions with sports stars through digital platforms is becoming absolutely invaluable for rights holders, broadcasters and sponsors. Focusing on the stories of star players is particularly important in building successful sports partnerships, where emotive storytelling is key.“Digital gives the European Tour the ability to create truly global stars, as we have a global footprint through our events. The best way to engage new markets is to make heroes out of younger local players. For example, Chinese players such as Haotong Li breaking into the global top 50 drives interest in China and helps change the traditional perceptions of the game in newer markets.”

There's an increasing number of formats that sports celebrities can harness to engage with their fans too. This year, the NHL introduced a new video series for the Stanley Cup Playoffs where top ice hockey players recorded short video diaries which were then posted across the league's social accounts. [caption id="attachment_8195" align="alignleft" width="401"]"Big stars putting themselves out there in this way leads to deeper personal connections, which leads to greater affinity with them and their sport, boosting its popularity for the commercial benefit of that sport’s ecosystem."

Greater engagement by sporting heroes on digital platforms is also instrumental in encouraging audiences to participate and play sports at a grassroots level, inspiring the next generation of stars. Read more from Mehul on how technology is helping fans enjoy sports. Tata Communications was the Official Connectivity Provider of Formula 1® between 2012 and 2019. Tata Communications was also the Official Managed Connectivity Supplier to Mercedes-AMG Petronas Motorsport, and Official Digital Transformation Partner to ROKiT Williams Racing until the end of the 2019 season.“Sponsors want fans. Fans want to see the star players. So, without the stars you get neither.”
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