Digital Fan Engagement: The Contrast Between the US And Europe
Digital Fan Engagement: The Contrast Between the US And Europe
It’s no secret that in recent years we have seen the intersection of technology and sports, where digital fan engagement has revolutionized sports. The advent of digital platforms and technology has given rise to a new era of fan engagement. As it continues to grow, the United States and Europe's approaches to digital fan engagement in these two continents reveal stark contrasts.
According to TISA the American business model is focused on revenue generation and more individualism rather than the European approach which is more around collective experiences. In Europe, there is less about making a profit and more about preserving historical traditions while also embracing innovative digital experiences. A Mastercard survey from 2023, reveals that ⅔ of European sports fans say tech is a crucial part of their matchday experience. Similar to games European fans take a reserved approach focusing more on the sport than the environment. America compared to Europe has fully immersed itself with an example being the NBA using Meta Quest 2 VR headsets to watch a game. The US and Europe will need to continue to adapt as technology continues to advance.
What do you think Europe can learn from the United States about digital fan engagement and vice versa? As a fan do you enjoy digital fan engagement or do you think there is too much of it? Share your insights on the balance between commercial success and cultural authenticity in your sports fandom experience.
References
Stelmach, Joachim. "The USA VS Europe: The Two Approaches To Sports Business." TISA, 14 Feb, 2023. https://www.tisagroup.ch/sports-business-usa-vs-europe/.
Jones, Rory. "Two Thirds of European Sports Fans say Tech is Crucial to Their Matchday Experience." Sports Pro, 20 January 2023. https://www.sportspromedia.com/news/technology-uk-fans-mastercard-sport-economy-index-2023/?zephr_sso_ott=qplnrX
https://sport-gsic.com/wp-content/uploads/2021/01/Whitepaper-4_-Fan-Engagement.pdf
It is very interesting to compare and contrast how each region approaches technology with their fan base. On on hand, I think it would be important for Europe to realize the business opportunity that technology would allow for their companies. Providing digital options like VR would open the live watching experience to people all across the world. However, I think the US may need to also take some advice from Europe in protecting the integrity of the game a little more. By allowing technology to be so relevant in every part of the game this may make it less special. The exclusively that comes from being able to go to a stadium and enjoy the environment of the game is what makes it so unique and special. Overall, having a happy medium between these two regions would be ideal so each region should learn from the other.
ReplyDeleteThanks for the comment. I agree that a happy medium needs to be found between the two regions and it would greatly help. Digital fan engagement only continues to grow in the US and only will continue to grow which I think is mostly because of capitalism. The US tries to commodify almost everything so commodifying a sports game is exactly what they will do. For the US in particular I think they still maintain the integrity of the game right now but I believe as technology continues to advance it will be harder to maintain the integrity of the game. How do you think they can strike the right balance between technology and tradition in the world of sports, and how do you envision of the future of the fan experience evolving?
DeleteFinding a balance between technology and tradition can be very challenging. I think where the United States needs to draw the line is when technology because advanced enough to live stream a game where it feels like you are standing on the sideline in a VR simulation. I think this can be a slippery slope for the US sports if access to experiences like that become available. As for the future of fan experience, I do hope to see more fan engagement through technology and even in stadiums. Having exclusive apps for teams where members can have the insight scoop make a more special impact on fans while still using technology to do so. I'm sure there are a lot of other examples for both questions you proposed but just some of my initial thoughts!
DeleteEurope and the United States can exchange valuable lessons in digital fan engagement. Europe might benefit from the U.S. focus on revenue generation, adopting some commercial strategies to ensure financial sustainability without compromising traditions. On the flip side, the U.S. can learn from Europe's emphasis on collective experiences, preserving historical traditions while integrating innovative digital elements. As a fan, I like digital fan engagement, but the key is finding a balance. Too much digital interaction might dilute the authentic stadium experience, which is crucial for authenticity in sports fandom.
ReplyDeleteI agree with this stance, I think neither region is better or worse than the other, and learning from each other can help both regions gain the most benefits from technology. I think that the US's pure focus on revenue is a good business model, however, it could take away from the actual viewing of the sport. On the flip side, only focusing on creating good and meaningful experiences for fans may not provide the revenue necessary to fund those experiences. I think it's important to take pieces from both models to incorporate new and innovative technology while still preserving the experience of sport viewing.
DeleteThank you for these comments. A Frick I agree with what you are saying and as a fan I think it is important to find a balance between the two. I would say I like the digital fan engagement more in the US becasue I think it keeps the game going especially in football. What I mean by this is there's so many breaks in game that having the interactive content helps move the game along whereas in the Europe I think theres less of that engagement during breaks. I see your point that to much might dilute the authentic stadium experience but I think as technology only continues to grow experiences will also begin to change.
DeleteThanks Molly for the comment. I like why you said about "incorporating new and innovative technology while still preserving the experience of sport viewing." This is something I think the Europe and US can learn from each other to reach that right balance. In my view, integrating technology could enhance rather than dominate the fan experience. Finding creative ways to incorporate technology could offer a new dimension to the viewing experience without detracting from the authenticity of the sport. What specific technological advancements or strategies do you believe would strike an ideal balance between revenue generation and preserving the essence of watching sports?
DeleteI agree with you Alyssa that Europe can implement for "commercial" strategies for fan engagement while the U.S. can add an increased focus on culture. I also wonder if increasing social media engagement for certain less popular sports such as soccer in the U.S. would help those sports gain the same popularity that they have in Europe (and vice versa).
DeleteZach Lichtman - I like your comparison between digital fan engagement in the US and Europe. The US focuses on revenue generation and indivudual experiences while Europe focuses more on traditions and innovation for the fans. I think that Europe can learn a lot from the US in terms of using technology to enhance fan experiences. The US offers many different experiences for fans that involve new technology, and this only makes fans more interested and intruiged in the game or for the team. The US can benefit from Europe´s focus on tradition because this is being lost in many sports in the US. There is a specific balance between historical importance and new innocation using technology for fan engagement, and this is what clubs are striving to have in 2024. I think that fans should be able to use technology that is available in order to enhance engagement, and clubs realize this and are starting to innovate with the new tech of this day in age.
ReplyDeleteThanks for the comment. I like that you talked about that in 2024 this is what clubs are striving for which is the importance of maintaining history but also embracing technology. This past year I think Europe has taken a big jump in engaging more with technology and adding it to improve their overall fan engagement.
DeleteI think Europe can learn more about stadium engagement in terms of how to make stadiums, the necessary things to have in a stadium (food, souvenir, bars, clubs, etc). I think Europe can learn more about mid game entertainment during breaks to keep the fans engaged. I think cultures are very different and don't correlate completely so some things that the US has can't be done in Europe and vis versa. I do enjoy digital fan engagement. I like to be updated about the teams I like and follow. I do not like stupid headliners that mean nothing for instance any Taylor Swift ESPN headliner.
ReplyDeleteThanks for the comment Ben. I agree with this as well I think there's a lot Europe can learn about fan engagement more specifically digital fan engagement. I think implementing things such as you said mid game entertainment is important. I'm glad you enjoy digital fan engagement I do as well. I think it makes everything super interactive.
DeleteAs a fan, digital engagement is one of the highlights of sports events for me for a variety of reasons. First, social media enables us to connect with others passion about certain sports/players that we love and gives us a place to share our predictions, reactions and opinions before, during and after sports events. In my experience, this plays a role in getting me excited for sports games, and also helps me keep that excitement and passion going after the game ends since I am able to keep seeing replays, fan edits and “debates” or opinions from others on what they thought. Additionally, digital engagement makes it easier to feel like you are engaged in a sporting event even when you are not physically there. Being able to get live updates, watch the game as it happens with family and friends and hear the play by plays by commentators creates a sense of enthusiasm without requiring us to pay the money or travel to be physically present in the stadium.
ReplyDeleteDigital engagement I believe is a key aspect of sporting events. I enjoyed your comparison of the US and Europe, I agree with you that the US tailors to the individual and financial success while Europe is more concerned about tradition. Europe can definitely can learn from the US when it comes to technology and revenue, however the US can learn from Europe like when it comes to like I said before from tradition. Digital engagement or social media has given us the ability to interact on an online platform in the sense of opinions, betting/predictions and results. But, too much digital engagement could lead to less of a real feel when being in the stadium due to too much talk about it on social media.
ReplyDelete-Kirk Gialleonardo