As we approach the fifth anniversary of the pandemic that shuttered the industry, there’s increasing evidence that living without spectator sports for a short window was actually beneficial in the long term.
Surely, we all learned what life in lockup without that favorite diversion was like. Pick your descriptor for that period. Words like desultory, gloomy, tedious, debilitating and monotonous come quickly to mind.
Now, there’s research indicating that sports fandom has actually increased since the 2020 lockdown. So while I’m loathe to declare that the pandemic was the best thing for spectator sports, growth since then would support that contention.
Fans want more
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,” while 88% see themselves “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.
“For so many, the stoppage of sports was something that really emphasized, across the culture, how serious the situation was then,” said Momentum EVP/Partnerships Sampson Yimer. “Over the last five years since COVID, we believe sports has reinforced its importance in our culture, and also played an important role in re-socializing people. We believe that accounts for sports' increased popularity.”
Post-COVID, the increased yearning for experiences has boosted fandom across sports and entertainment well beyond pre-pandemic levels.
“After the lockdown, we figured concert traffic would increase some and then settle back down, but we’ve seen double-digit increases every year since,” said Andrew Saltzman, who serves as president of business enterprise and chief commercial officer for the Hawks and State Farm Arena. “We used to believe in sports that we sold hope. We’ve come to realize that, whether it’s sports or concerts, we are selling experience first.”
At a time of increased polarization and disaffection across society, Momentum’s research dimensionalizes some of the fandom ties that bind, asserting that “connection is the core pillar that fandom is built on.”
Some data points supporting that contention:
- 68% “feel a connection with other fans they do not feel with other people in their personal life.”
- 67% agreed that “being part of a fan community is a way for me express my patriotism and love for my country.”
- 64% said that “my fandom is a primary way I express myself.”
Show me some numbers
Sports sponsorship received mixed reviews in the survey.
On the positive side, 67% learned about a new company because of their sponsorship; 60% said they know the sponsors of their favorite teams and athletes; and 49% believe “products endorsed by athletes are the best products.”
About 48% made a purchase decision based on an athlete endorsement, while 47% felt “more favorable toward a brand that sponsors a tournament or event.” However, there was this seeming contradiction, as 62% believe “there is too much corporate involvement in my favorite sport.”
Escapism remains a basic tenet of fandom, according to the survey. A full 88% expressed the opinion that their fandom was pure enough that it “should be free from any external influences, such as politics and current events.” Possibly connected -- 65% said “being part of a fan community has helped me cope with stress/difficult times.”
“We see that [65% figure] is one that’s going to increase, along with the value of being a fan and the value of sports as a stress outlet,” said Momentum SVP/Research Lisa Gramling. “Fandom has been thriving over the past five years, because COVID increased passion for sports. During COVID, people were lonely without their fandom. Now, for those seeking for community and connection, it can even be an expression of patriotism.”
The data added up to what Momentum is terming “the New Fan,” or those who get “more than just entertainment” out of their sports passions. They are also more likely to be creating content based on their fandom and consuming sports on multiple devices simultaneously.
Data showing differences between Gen Z vs demos older than Gen Z are also somewhat revelatory:
- 55% of Gen Z said they get motivation from being a fan, versus 44% of older fans.
- 27% of Gen Zers get empowerment from their fandom, versus 16% of those older than Gen Z.
- 64% of Gen Zers said they get excitement from fandom, compared to 69% of older fans.
“The pathways to fandom were linear and pretty geographic in the past, but now things are so different,” said Yimer. “There’s so much content now, we need to understand all of that better, because we all know that Nielsen isn’t the best or only way to measure fandom anymore, so we’re all looking at new ways.”
