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Issue link: https://digital.macdirectory.com/i/1436922
The teams and organizations are developing strategies for fans to interact with the game, their friends and the broad fan community on their second screen. The new channel is enabling teams/players to strengthen their connection with fans on a global basis. The internet-enabled fans (16-64) exist and are growing across every age group. And the relationship is being exploited by advertisers. Among the 16-24-year-olds, 58 percent follow individual athletes and 49 percent of 25-34-year-olds follow specific players. The most popular social media platforms for fans are YouTube (52 percent), Facebook (47 percent) and Instagram (43 percent). Fewer fans follow leagues (43 percent), sports experts (26 percent) and coaches (20 percent). Social media has enabled players to make their case to the broader audience efficiently and effectively such as the female basketball player who highlighted the difference between the men’s sprawling exercise facility and the women’s equipment … one rack of weights. It has also proven to be a strong platform for LGBTQA+, BIPOC, AAPI and other sexual and race inequalities. The videos/posts have been viewed by tens of millions of athletes, coaches, parents, legislators and fans as well as media and casual followers to raise awareness and bring about changes – for the better – in every sport and competitive venue. Regardless of the revenue differences between men’s/women’s sports! Added Dimension As the auctioneer who sold the first civilian passenger seat to Bezos’ New Sheppard flight to the edge of space said to prospective bidders, “the more you bid, the more you’re going to enjoy it.” And with a final bid of $28M, the individual obviously had the thrill of a lifetime! The legalization of sports gambling (Supreme Court, 2018) must also be making sporting events/activities of all types more interesting to people around the globe. Sports gambling is rapidly becoming a sure thing for teams, networks, streamers and even advertisers. Fans? Maybe not so much. The organizations are integrating statistics, lines, the ability to customize what appears on the screen and other activities that will drive opportunities for added revenue. According to Nielsen, online gambling ad sales increased from $10.7 million in Q1 2019 to $154 million in Q1 2021. Local stations received just under 80 percent of the ad dollars, with the rest shared between national online sites, network TV, local radio and outdoor advertising. Hand-in-hand with the growth of online gambling, ad sales represent the integration of betting information into national TV sports broadcasts on networks such as CBS, ESPN, NBC, Telemundo, SABC, NTA, Fox, KSA,