Fans Want More: The Post-COVID Surge in Sports Fandoms
In a recent study by Momentum, 73% of self-identified fans said their interest in sports increased over the past five years. And while a pre-pandemic comp is missing, it’s noteworthy that a whopping 93% of the online survey respondents “believe fandom for their favorite team or sport will have a strong and vibrant community 10 years from now.” In comparison, 88% see themselves as “being a fan until they die.”
The survey was taken last August across Canada, France, Germany, Italy, Spain, the U.K. and the U.S.
Fan and Fandoms Resilience
1. The Growth Spurt
Despite (or perhaps because of) the lack of live events during the pandemic, 73% of fans report their interest has actually increased over the last five years. This suggests that fandom serves a deep-seated need for connection that transcends physical attendance.
2. Lifetime Value: "Until I Die"
The most staggering statistic is the long-term outlook. With 88% of respondents identifying as fans for life, the data confirms that fandom is the ultimate "sticky" consumer behavior. This supports the Fandom Analytics framework from our earlier post regarding the massive lifetime value of a fan.
3. A Global Phenomenon
This isn't just a North American trend. The data spans:
North America: US, Canada.
Europe: UK, France, Germany, Italy, Spain. The "vibrant community" predicted by 93% of respondents is a borderless, digital-first collective.
Key Takeaway
We are entering the era of "Hyper-Fandom." The pandemic didn't break our tribal bonds; it digitized and reinforced them. For brands, this means the window to capture a fan's loyalty is now, because once you have them, the data shows you likely have them for life.
Read Here
Sports Business Journal / Momentum Worldwide