Why Should You Listen to Your Sports Fans?

VISIONCRITICAL Why Should You Listen To Your Fans? SPORTS FAN COUNCILS 30% of sports fans switched favorite teams last year and 22% plan to switch next year. Vision Critical's Sports Fan Councils have helped sports leagues around the world connect with fans for their ongoing primary research for a number of years now; but in a digital world where loyalty means so much more, we are seeing teams reach out to fans as well. We recently engaged 1,000 sports fans about their relationships with their favorite teams, along with their propensity to switch teams over time. Our goal was to further understand the unique dynamics of sports fan engagement and how their loyalty impacts key business and revenue drivers. FAN SATISFACTION FAN OPINIONS 89% 85% 85% 76% % of total population who have a favorite team 83% 75% 70% 82% of those with a favorite team, 71% % who are satisfied Key Insights • Most fans have a favorite team. • Fan satisfaction could be improved Fans whose affinity goes beyond their team's perfomance with each particular team. E • There are fans who are not loyal to a single team, but are "floaters". YEAR-ROUND ENGAGEMENT 45% Off-Season Pre-Season 74% Fans who agreed their team is interested in hearing their opinions 53% 97% 96% Regular Season 55% Playoffs Trade Deadline 33% Key Insights • Fans are not fully engaged year-round. • Fans follow the off-season/pre-season. • There's an opportunity to optimize marketing portfolios to interact with fans and ensure their ongoing loyalty. Fans who agreed their team listens to their opinions