Sports Geek - A look into the world of Sports Marketing, Sports Business and Digital Marketing Creating compelling content beyond match result, Scott Kegley
Jul 3, 2025
Discover how to create engaging content for sports fans, regardless of whether your team wins or loses. Delve into strategies for connecting with both dedicated and casual audiences through digital platforms. Learn the importance of humor and transparency in communication during tough times, emphasizing that compelling storytelling can enhance the fan experience beyond mere match outcomes.
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Target Fans By Segment And Platform
- Target different fan segments rather than only hardcore supporters.
- Use platform-specific strategies (e.g., Vine) to reach casual fans and move them along the engagement funnel.
Exploit Wins Immediately
- Capitalize on wins quickly and make them a big moment for fans.
- Use those moments to create transparent, fun content that builds respect and future engagement.
Content Extends Beyond Win-Loss
- Sports teams' digital teams can't control on-field performance but can shape fan perception through content.
- Scott Kegley says content must communicate through wins and losses to keep fans engaged.