FOR THE FANS

ESPN

Insights/Strategy
Creative
Production
Media

Game Changing: How ESPN's 'For The Fans' campaign is reaching a new generation of sports fans. 

Insights

Research has revealed the changing face of sports fans with a significant shift in how younger sports fans consume content. Unlike traditional fans, this new generation is highly engaged with sporting content outside of traditional live events. This has marked a departure from conventional viewing habits and presented both challenges and opportunities for sports marketers.

Beyond Live Coverage

While nothing can replace the uniqueness and emotion of live sport as appointment viewing, the data shows that younger fans are spending a substantial portion of their sports-related time watching and actively engaging with content beyond live coverage. This trend has opened up new avenues for continuous involvement for audiences 24/7, rather than just during live games. While this trend isn't exactly new, it is ever-changing and poses constant challenges for sports entertainment broadcasters like ESPN. 

Social Connection

Notably, a recent Sporting Nation Study revealed the number one motivation for sports consumption among 18-35-year-olds was that "Sport brings me closer to my friends and family.". 

This key insight underscored the social aspect of sports fandom and the potential for ESPN to tap into these connections.

Make it "For The Fans"

To address these shifting dynamics, Now We Collide collaborated with the team at ESPN to launch the "For The Fans" campaign across Australia and New Zealand. This integrated campaign was designed to coincide with the launch of key properties for ESPN including NFL, NBL and NBA seasons in 2024.

Campaign Strategy

Target Audience: The campaign specifically targeted 18-35-year-olds as a ‘new generation of sports fans’, recognising their unique habits, behaviours and preferences.

Integrated Campaign: We met fans where they lived by joining their digital conversations across multiple platforms. The broadcast, digital and out-of-home campaign embraced the highs, lows and every other emotion sports fans experience while following their favourite teams and sports codes. The focus on fans celebrates the community that makes sport what it is, acknowledging that sport is nothing without the fans!

Fan-Centric Approach: The campaign put the spotlight on the fans themselves, highlighting their impact on the game and their role in shaping sports culture.

Social Connection: Leveraging the insight about sports bringing people together, the campaign emphasised ESPN's role in facilitating these connections among fans.

Results and Impact

The campaign successfully engaged the target audience by acknowledging their unique consumption habits and celebrating their participation in sports culture. By aligning the campaign with the evolving preferences of younger sports fans, ESPN has been able to reinforce its position as a world leader in sports and an essential part of the fan experience.

Long-Term Strategy

Recognising the campaign's success, "For The Fans" is being incorporated as a new brand platform for future campaigns. This decision ensures the development of a cohesive, long-term brand identity that resonates with the new generation of sports fans. By recognising and adapting to the changing landscape of sports fandom, we have collaborated with ESPN to connect with a new generation of fans, ensuring the brand's continued relevance in the digital age. Incorporating "For The Fans" as a brand platform will further solidify the campaign's impact, providing a strong foundation for ESPN's future marketing initiatives.