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Sports fandom isn’t fading, it’s transforming. And for teams, leagues, and athletes, keeping up isn’t enough, you need to adapt to how your fans engage today.
According to LEK Consulting’s 2025 Sports Survey, fans under 30 now spend just 25% of their sports viewing time on full live games, while fans over 60 spend 60% of their viewing on live events. This isn’t a minor shift; it’s a clear sign that two entirely different models of fandom are emerging.
The New Sports Marketing Playbook: Moments Over Minutes
This shift isn’t hypothetical; it’s playing out in real time. The WNBA’s 65% surge in avid fandom was fueled by viral, shareable moments from athletes like Caitlin Clark that sparked conversation far beyond live broadcasts. Formula 1’s 41% growth is tied directly to the success of Netflix’s Drive to Survive and the buzz around its Las Vegas Grand Prix, proving that storytelling and accessibility drive modern fan engagement.
The next generation isn’t losing interest in sports, they’re losing interest in outdated ways of connecting. They want fast, personal, mobile-first experiences that let them engage with their teams and athletes in real time, not just passively watch from the sidelines.
Younger fans still love sports, but they want to experience them on their terms. They’re looking for shareable highlights, interactive moments, and authentic connections with teams and athletes, delivered where they spend their time: on their phones.
It’s time to level up your sports and entertainment marketing game.
Where Does Community Fit?
Community is a conversational platform that enables sports teams, leagues, and athletes to reach fans directly through text messaging, the channel they’re already on, every day.
In a world where algorithms can bury your content and social platforms come and go, Community gives you a direct, owned line to your fans. It’s how you can deliver:
- Exclusive behind-the-scenes moments
- Game-day updates
- Personalized merchandise drops
- Contests and ticket alerts
- Real-time interactions that build loyalty
And it’s not just one-way communication. Community enables two-way texting, turning your fans into an active part of the conversation, not just passive consumers.
Real Examples: How Teams Are Using Community for Sports Marketing
NFL Teams: Learn how the Minnesota Vikings used Community to drive 170% growth and acquire 34K new members
Professional Teams: Teams in the MLB, NBA, WNBA, NFL, NHL, MLS and NWSL use Community to text fans exclusive pre-sale ticket opportunities, hype content before big games, and share real-time updates that drive stadium attendance.
Individual Athletes: Professional athletes use Community to engage superfans, sharing personal updates and training content that make fans feel like insiders.
College Programs: University athletic departments use Community to activate student sections, drive attendance, and build hype with direct, personalized outreach that emails simply can’t match.
Each of these use cases proves the same point: fans want to feel connected, and texting creates that direct connection in a way that social and email cannot.
Why Now?
This is a pivotal moment for sports teams and leagues. The data is clear: the next generation of fans craves interactivity, mobile-first connection, and authentic engagement. They aren’t spending three hours watching games like previous generations. They’re looking for shareable, meaningful moments and direct ways to interact with the teams and athletes they care about.
Relying on traditional channels alone risks missing out on an entire generation of fans who will define the next decade of sports revenue, ticket sales, and brand partnerships.
Why Community?
Community isn’t just another marketing tool. It’s a relationship-first platform built for the future of fandom:
- Direct, Owned Audience: No algorithms, no clutter. Just you and your fans.
- Personalized Engagement: Segment by location, interest, or fan tier to deliver tailored updates and offers.
- Two-Way Conversations: Build loyalty by letting fans text back, creating meaningful interactions.
- Action-Driven Outcomes: Drive ticket sales, merchandise drops, app downloads, and event attendance with clear, measurable ROI.
In an era where email open rates are declining and social algorithms are unpredictable, Community empowers teams and athletes to take control of their fan engagement strategy.
Don’t Just Keep Up. Lead.
The evolution of sports fandom is already here. It’s defined by mobile-first, interactive, story-driven, and shareable experiences that match how fans consume content and build connections today.
Community is the platform helping forward-thinking sports brands thrive in this environment, delivering the right message to the right fans, at the right time, directly in their hands.
Teams and leagues that embrace direct, interactive, and mobile engagement will build the strong communities needed to thrive in this new era of fandom and that’s where Community comes in.
Ready to take your sports marketing strategies to the next level? Find out why Community is the right fan engagement platform for sports teams to help grow your fanbase and drive real connections in this new era.
👉 Demo the Community Experience and see how texting can power your fan engagement strategy today.
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