Improving Fan Experience in the Sports and Entertainment Industry
The world of sports currently finds itself in a peculiar situation. Digital transformation is helping sports franchises give their fans newer and better ways to interact with their teams, which is exciting from a fan perspective. But professional leagues and franchises are wrestling with this question: why is attendance steadily declining in an age when fans have the ability to become “Super Fans”?
Now more than ever, teams are relocating to larger markets in search of more fans, leaving the existing markets wondering what they could have done to keep their team in town. Look no further than the NFL’s Rams and Chargers, whose dwindling attendance numbers forced them to relocate to the more lucrative Los Angeles market for bigger audiences and financial stability.
The fix for the problem of declining attendance is not a simple one. Obviously team performance is important, but it doesn’t count for everything. Boston Celtics co-owner Steve Pagliuca recognizes this, stating, “When we bought the Celtics we knew they could not win every game or every championship. But with a better fan experience we knew there was a very good chance [the fans] will stay with us anyway.”
With the digital platforms and services available today, improving fan experience has become the core of sports and entertainment brand strategy. It is undeniably true that fan experience plays an important role in their willingness to engage with their teams. A customer identity and access management (CIAM) solution can help sports franchises discover new ways to engage with fans both inside the stadium and out.
Consolidated Customer Data: A Scouting Report of Your Fans
Like a good coach studying the opponent to formulate a game plan, customer data helps franchises learn how fans are engaging with the team and what to offer them as a result. The problem is that, with so many fan interactions generating data, teams are often left with decentralized data silos about their customers. Having a fragmented view of their fans means teams are missing out on revenue.
Basic demographics, along with data collected from email campaigns, advertising platforms, e-commerce properties, and ticket purchases all paint a picture of each fan. This data can then be leveraged to cater to their unique needs, helping improve their overall experience and drive revenue.
LoginRadius helps teams use the data they collect to the fullest by creating unified profiles for each individual fan. Our CIAM platform allows for storage of highly customizable data fields, as well as custom objects, which track more dynamic sets of data such as purchase history. From there, our progressive profiling feature provides robust customer insights in order to segment audiences for more personalized and targeted campaigns.
Assist the Stadium Experience with Mobile Services and Apps
Improving fan experience shouldn’t stop once you get fans inside the stadium. More and more teams are augmenting their fans’ in-stadium experience with WiFi and mobile apps. Major League Baseball, for example, offers a mobile companion app for fans to use when visiting different ballparks. The app complements and personalizes their experience with interactive maps, mobile check-in, social media, offers, rewards, and exclusive content. Certain ballparks also give fans the ability to order food and merchandise from the app, as well as upgrade their seats.
For franchises looking to implement similar in-stadium experiences, a CIAM solution can help make each fan’s experience with these platforms as seamless as possible. Apps like MLB Ballpark that leverage multiple platforms across the stadium require integration with various third-party apps. LoginRadius has over 150 third-party integrations, making it possible for apps like these to help improve fan experience. It also means data can be pulled from those integrations and added to each fan’s unique profile.
Personalized mobile apps and services are a great way to enhance fan experience. But forcing fans to create multiple accounts in order to engage with the various components of these apps is disruptive and can lead to a lack of adoption for those services.
With the single sign-on (SSO) function of the LoginRadius solution, fans can access each team platform with a single set of credentials. And for third-party domains, such as ticketing platforms, LoginRadius offers federated SSO to push a fan’s credentials to that platform to maintain a frictionless experience. With SSO in place, fans can go from watching highlights of their favorite player, to buying their jersey, to purchasing tickets for their next game, all under a single account.
Interested in learning more? See how other industries are using our CIAM platform to better understand their customers.