How can a company steeped in tradition preserve the “classic” experience ardent fans love while building relationships with a new generation of fans? In sports, if you can’t keep your fans excited, there are always new competitors vying for their attention. Swankier event venues. Bigger perks for ticket-holders. Smarter broadcasts. This was the nexus at which we met one of America’s most iconic sports leagues. They were making big, future-focused moves to retain legacy fans, expand outreach, and launch major, sportwide improvements to elevate their brand on the national stage.
We held in-depth discussions with lapsed, casual and diehard fans to differentiate the “nice-to-haves” versus true attendance-motivators. This research also uncovered advertising crossover appeal – how to strike the perfect balance with all segments for maximum impact.