‘It's the hope that kills you’ – The anatomy of fandom
Mar 8, 2023
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Ben Valenta, Fox Sports' senior vice president of strategy and analytics, joins the hosts to discuss measuring fan passion, why we love losing teams, the impact of fan data on broadcast strategy, and the positive social connection generated by sports fandom.
Fandom is characterized by a combination of passion and action, where fans engage in activities that demonstrate their commitment and contribute to the overall fandom ecosystem.
The fan flywheel concept illustrates how fan activities and social interactions reinforce each other, creating momentum and deepening fandom. Organizations should focus on fostering fan activities that facilitate social interactions to amplify fan engagement.
Fandom is not solely determined by the outcome of games or the success of a team; it is about the social connections and sense of belonging that it fosters. Cultivating a culture that fosters long-term fan engagement beyond immediate results is crucial for organizations.
Deep dives
The Importance of Passion and Action in Fandom
Fandom is defined by the combination of passion and action. It is not enough to simply declare oneself as a fan; one must also engage in activities that demonstrate their commitment. These activities can include watching games, playing fantasy leagues, betting on games, buying merchandise, and attending live events. The more activities a fan participates in, the more engaged and valuable they become to the overall fandom ecosystem. It is important for organizations to recognize the value of fans who contribute through their actions and to understand the factors that drive fandom.
The Power of the Fan Flywheel
The fan flywheel is a concept that illustrates how fan activities and social interactions reinforce each other, creating momentum and energy. When fans engage in activities such as attending games, watching games, and participating in fantasy leagues, it leads to social interactions with other fans. These interactions strengthen their connection to the sport and encourage them to further engage in fan activities. This flywheel effect amplifies their involvement and deepens their fandom. Organizations should recognize the impact of this flywheel and focus on fostering fan activities that facilitate social interactions.
Looking Beyond the Immediate Wins and Losses
Fandom is not solely determined by the outcome of games or the success of a team. While wins and losses can influence fan emotions, true fandom is characterized by a deeper connection to the sport and a commitment to the fan community. Fans can remain passionate and engaged even during times of disappointment or struggle. It is important for organizations to understand that fan loyalty extends beyond immediate results and to cultivate a culture that fosters long-term fan engagement.
Fandom is about the social connection, not the team
The podcast episode explores the concept of fandom and why people continue to support losing teams. The speaker emphasizes that fandom is not solely about the team's performance on the court or field, but rather about the social connections and sense of belonging that it fosters. An example is given of a devoted basketball fan who has stuck with his team for 30 years, despite their poor record. The fan finds value in the time spent with his children at games, the social network he has built within the fan community, and the conversations and connections that arise from supporting the team. This highlights that the social aspect of fandom is what keeps people engaged, rather than the team's success.
Fandom enhances well-being and happiness
The podcast episode discusses the positive effects of sports fandom on well-being and happiness. The speaker highlights that fans experience higher levels of happiness, gratitude, satisfaction with life, and optimism about the future. Fandom provides a sense of belonging and social connection, which counters the increasing levels of loneliness and isolation in society. The podcast emphasizes the importance of recognizing fandom as a meaningful source of connection and argues for promoting increased engagement in fandom to enhance overall well-being. It challenges the perception of fandom as a frivolous and superficial activity, revealing it to be a significant contributor to personal and societal happiness.
On this episode of the StreamTime podcast co-hosts Nick Meacham and Chris Stone are joined by Fox Sports' senior vice president of strategy and analytics, Ben Valenta. The discussion covers key measurables, social impact, and the benefits of sports fandom.
Talking points:
What is fandom? – (8:14)
Measuring fan passion – (17:55)
Why we love our losing teams? – (26:03)
Sports fandom, causation v correlation - (33:40)
The sports flywheel - (42:33)
How fan data impacts broadcast strategy - (48:10)
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