ANDDDDD WE’RE LIVE! Welcome back to your final instalment of Sports Insight. This week you have a free ticket to our blog on how live sporting events are engaging fans. According to Curtin (2014) fan engagement within live sporting events such as football have been increased through matches not being scheduled between the hours of 2:45 and 5:45 in order to increase gate revenues for clubs and increase their attendance and engagement of fans. This will also help to increase revenues for the club which in turn will end up meaning lower ticket prices for you, the fans, I don’t know about you guys but that sounds like a bargain I am definitely interested in.

Schwartz and Hunter (2017) who are regarded as two experts in the field, suggested that “To secure additional customers and advertising revenue social media platforms are entering the live sport broadcasting industry”. This is definitely something that has become prevalent in the everyday engagement in sport we take part in as fans. Many major corporations such as Sky and BT are spending billion on bidding to become our number one provider of live football throughout the year.

Live sporting events being broadcast can cause a decrease in attendances at the events but can further engage the footballing community by allowing us to watch our favourite team in the comfort of our front room. The theory suggests that live broadcasting can further engage fans can be seen to be true as it could potentially be more inclusive. For fans that are not able to make it to matches due to disabilities, they are able to now engage through the touch of a button which can create a positive reputation for the major companies that win the bids to broadcast live football.

 Another way in which many of our favourite sports clubs and organisations are trying to engage us at live sporting events in through their stadiums. Stoffel and Kapustka (2015) both suggest that “40% of fans connect to a Wi-Fi device while at a stadium for a live to access social media”. This is just one of many ways in which your favourite club is trying to keep you engaged with a live sporting event. Ask yourself, have you ever been in a stadium and felt you just weren’t getting the experience you should be? You go to tweet about it but wait…… there’s NO WIFI, how can this be it is 2019 after all! This theory is suggested by Reddy (2015) who states “A swell of fans, many of which younger, leave stadiums if they cannot gain access to Wi-Fi”.

 This has been a cause for concern for many sports clubs who have sought to keep up with times and the constant need for the latest technology from the younger generation. The solution has been to create what are known as ‘Smart Stadiums’. Smart Stadiums have allowed clubs to create an excitement that had been missing with regards to attending to live sports events. One example of such practice being implemented is the current Premier League Champions Manchester City’s tunnel within their stadium. If you thought getting wi-fi in a stadium was cool, then this will blow your mind.  

 According to (Anon., 2019) Manchester City have successfully engaged fans by offering them the chance to be part of what is known of the tunnel club, at this point you are probably thinking ‘The Tunnel Club’ doesn’t sound like a very exciting purchase to make if you are fan but it is actually one of the most interactive and immersive experiences a fan can have.

(Mancity.com)

Fans who purchase the experience will have full access to heated seats that are located directly behind the dugouts of the playing teams, a chance to meet and interact with the Manchester City player, the experience of watching the players walk out the unique glass tunnel in the Etihad. They will also be offered the chance to go pitch side and watch their favourite players warm up before the game begins as well as being treated to a five course fine dining experience. Members of ‘The Tunnel Club’ will also have direct access to post match interviews and drink provided by the bar within the Etihad Stadium. Gift bags are also included in this amazing package. It’s fair to say Manchester City have gone out of their way to engage their fans. This has set the benchmark for many other clubs with regards to fan engagement. I hope you have learnt something with regards to fan engagement, through these blogs and if not I’m sure its been a fun read! Stay engaged folks!

References

Anon., 2019. The Tunnel Club VVIP. [Online]
Available at: https://hospitality.mancity.com/hospitality/hospitality-suites/categories/city-fine-dining/the-tunnel-club-vvip/

BBC (2018a) Premier League TV rights: Five of seven live packages sold for £4.464bn [Online], 13th February, Available at: https://www.bbc.co.uk/sport/football/43002985 [Accessed 8th March 2019].

BBC (2018b) Premier League TV rights: Amazon to show 20 matches a season from 2019-2022 [Online], 7th June, Available at: https://www.bbc.co.uk/sport/football/44396151 [Accessed 8th March 2019]. ssed 26 April 2019].

Curtin, S. (2014) The Premier League’s 3PM Blackout Explained. [Online], Pundit Arena, Available at:

The Premier League’s 3PM Blackout Explained

[Accessed 1st March 2019].

Reddy, T. (2015) 10 Ways Stadiums & Venues Are Using Technology to Delight Fans & Keep Them Coming Back. [Online] 29th September, Umbel, Available at:

10 Ways Stadiums & Venues Are Using Technology to Delight Fans & Keep Them Coming Back

[Accessed 14th March 2019].

Schwartz, E.C., and Hunter, J.D. (2017) Advanced Theory and Practice in Sport Marketing. 3rd ed. Oxon: Routledge

Stoffel, C. M., & Kapustka, P. (2015). The 2014 State of the Stadium Technology Survey. Burlingame, California: The Mobile Sports Report. 7 \l