{"id":8613,"date":"2025-06-03T01:19:19","date_gmt":"2025-06-03T05:19:19","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/06\/03\/from-curious-to-committed-what-turning-casual-fans-into-champions-means-for-brands\/"},"modified":"2025-06-03T15:47:55","modified_gmt":"2025-06-03T19:47:55","slug":"from-curious-to-committed-what-turning-casual-fans-into-champions-means-for-brands","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/from-curious-to-committed-what-turning-casual-fans-into-champions-means-for-brands\/8613\/","title":{"rendered":"From Curious to Committed: What Turning Casual Fans into Champions Means for Brands"},"content":{"rendered":"\n

By Simon Collister, Director, Human Understanding Lab, UNLIMITED, part of Accenture Song<\/em><\/p>\n\n\n\n\n\n

Over three-quarters of women\u2019s sports fans engage with it on a \u2018casual\u2019 level according to research from Unlimited\u2019s Human Understanding Lab.<\/p>\n\n\n\n\n\n\n\n

This means that they currently only follow the big games, tournaments and competitions, and presents a significant opportunity for brands and rightsholders.<\/p>\n\n\n\n\n\n\n\n

This\u00a0cohort of fans is already somewhat engaged. They are already sitting at the top of the \u2018fandom funnel\u2019. To maximise their\u00a0value and drive further growth in women\u2019s sport we need to connect with them on a deeper level, and drive them towards becoming more regular, active and passionate fans.<\/p>\n\n\n\n\n\n\n\n

How do we connect with them? Well, that\u2019s where the Fan Emotion Index comes in.<\/p>\n\n\n\n\n\n\n\n

The Fan Emotion Index is a proprietary tool that allows us to identify emotional drivers behind sports fandom. It is made of twelve human needs \u2013 which we use to pinpoint key emotional drivers behind sports fandom: including that of women\u2019s sport. Understanding the underlying human needs of women\u2019s sport fans, and knowing how to optimise them to \u2018nudge\u2019 behaviour change\u00a0 is key to unlocking growth.<\/p>\n\n\n\n\n

What is a casual fan?<\/strong><\/h2>\n

The\u00a0\u2018<\/strong>casual fan\u2019 is someone who engages with women\u2019s sport on an occasional basis. This could be for big tournaments like The Euros, World Cups, bi-annual competitions such as the Solheim Cup, or big moments on the global stage, such as The Olympics.<\/p>\n\n\n\n\n\n

To maximise the value of this audience, we want to encourage these fans to engage with their favourite sports, teams and athletes on a more regular basis, which will ultimately drive viewing figures, ticket purchases, social media followings and overall engagement. As a result, brands and rightsholders will benefit commercially, and the sector will continue to grow, and these fans will invest more into the space. Our Fan Emotion Index has identified the feeling of \u2018novelty\u2019 as a key motivating factor for casual fans. They are enticed by the thrill of the game, the excitement of the unexpected, and the novel experience that comes with these big sporting moments \u2013 such as Emma Raducanu winning the US Open at only 19, or Rachael Blackmore becoming the first female winner of the Grand National in 2021.<\/p>\n\n\n\n\n\n\n\n

However, if we want to engage the casual fan on a deeper level, we must look at other emotional drivers behind sport fandom.<\/p>\n\n\n\n\n

Deepening Engagement<\/strong><\/h2>\n

Play and Pleasure Seeking\u00a0 –\u00a0<\/em><\/strong>Our Fan Emotion Index identifies the sentiments of \u2018play\u2019 and \u2018pleasure seeking\u2019 as intrinsic to sports fandom. These emotions are united by the sense of \u2018escapism\u2019 that we feel by getting lost in the sport we love, and are encapsulated by the thrilling moments we experience on the court, field or track.<\/p>\n\n\n\n\n\n

As marketeers \u2013 we can engage with these emotions by creating content centred around these exciting moments. The goal highlights, the skill spotlights, the moments of athletic speed, power and talent \u2013 such as Ellie Kildunne and her try-scoring prowess, or the exceptional ball-striking of golfer Nelly Korda.<\/p>\n\n\n\n\n\n

Belonging\u00a0<\/em><\/strong>\u00a0–\u00a0<\/strong>Nothing has the power to unite people quite like a major sporting event. From the patriotism that sweeps the nation during the Olympic Games, to the drink-throwing euphoric crowd mentality that encapsulates every BoxPark venue during a major football tournament\u00a0\u2013\u00a0<\/strong>our love for sport transcends geographies, cultures and demographics.<\/p>\n\n\n\n\n\n

To engage the casual fan beyond these key moments, we must make them feel like they belong in the sport week-in-week-out, and beyond these singular moments.<\/p>\n\n\n\n\n\n\n\n

Through clever storytelling, we can highlight the shared experiences associated with following a certain team or sport, sharing a common culture or being from a particular part of the world. From the Liverpool FC fans sat in The Kop in Anfield, to Red Roses fans congregating at the Cabbage Patch in Twickenham, to fans following Europe\u2019s Solheim Cup team from all over the continent\u00a0 \u2013 we can create a sense of belonging through the content that we create, by making the fans part of the story too.\u00a0\u00a0<\/em><\/strong><\/p>\n\n\n\n\n\n

Simplicity\u00a0<\/em><\/strong>\u00a0–\u00a0<\/strong>Humans are bombarded with millions of pieces of information every day. The faster, and more easily we can process this information, we are better able to make sense of the world around us.<\/p>\n\n\n\n\n\n

To move the \u2018casual\u2019 fan to the more \u2018active\u2019 end of the spectrum, we must empower them with the tools and the knowledge to make sense of the sport, to allow them to understand and appreciate the sport on a deeper level \u2013 encouraging engagement.<\/p>\n\n\n\n\n\n\n\n

Netflix\u2019s Drive to Survive is an excellent example of an instance where the \u2018regular fan\u2019 has been offered a window into the technical nuances of motor racing, from the tyre management strategies, to the role of the team on the pit wall, to the nuances of how a safety car, or changing weather conditions can completely transform a race strategy.<\/p>\n\n\n\n\n\n\n\n

This allows the casual fan to engage with the sport on a deeper, more profound level, and allows for a deeper, more \u2018passionate\u2019 level of fandom.<\/p>\n\n\n\n\n\n\n\n

Long term, the \u2018casual\u2019 fan offers a huge opportunity for brands and rightsholders to engage an amenable audience with women\u2019s sport. By tapping into emotions of \u2018play\u2019 \u2018pleasure-seeking\u2019 \u2018belonging\u2019 and significantly \u2013 \u2018simplicity’ – with our advertising and marketing efforts, we have the opportunity to shift these fans to the \u2018passionate\u2019 end of the scale, which will ultimately provide a more substantial commercial opportunity for athletes, rightsholders and brands involved in the sector.<\/p>\n","protected":false},"excerpt":{"rendered":"

By tapping into emotions of \u2018play\u2019 \u2018pleasure-seeking\u2019 \u2018belonging\u2019 and significantly we have the opportunity to shift these fans to the \u2018passionate\u2019 end of the scale, which will ultimately provide a more substantial commercial opportunity.<\/p>\n","protected":false},"author":7,"featured_media":8614,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[8],"topics":[2],"class_list":["post-8613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-gaming-esports","topics-editorial"],"acf":[],"yoast_head":"\nFrom Curious to Committed: What Turning Casual Fans into Champions Means for Brands | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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