Fans are the “why” behind everything you do.
Defining and segmenting key attributes of fan behavior collectively tells a story of how a fan engages with your organization. FanLab has analyzed tens of millions of data points from millions of professional and collegiate fan relationships to develop a ground breaking way to classify and segment fans, Fan Factors. Fan Factor segmentation is based on common behavioral and brand engagement attributes, divided into three segments: Disengaged, Casual, or Avid.
Typically considered the largest group of sports consumers, disengaged fans occasionally or rarely engage with sports or have an emotional connection. They spend their free time with other forms of entertainment and activities, unless it is a social environment where they can interact with friends and family without a sports affiliation. They might consider themselves a sports fan, but prefer social media as their sports outlet, where they get a free and unlimited experience without leaving their home.
Casual fans have a genuine interest and will spend time and money on sports as a significant source of entertainment. Winning and losing can impact their mood and future engagement as a fan. They have a high potential to become an Avid fan and want to engage in tangible, interactive experiences that enrich their emotional connection throughout their fan journey.
Separated by masses, Avid fans have a deep-rooted emotional commitment to the team. They are the holy grail of sports fans. Psychologically intertwined, their core identity and sense of community is built around their affiliation with the team. Regardless of win-loss record, they actively support the team through significant investment – Premium VIP benefits and experiences, merchandise, away game expenses, donations.
With Fan Factors, your sales, marketing and business development teams can optimize success:
- Track fan segments and their movement from Disengaged, Casual, and Avid
- Customize digital marketing based on fan segmentation
- Access strategic insight by pushing Fan Factors data to your various downstream systems
- Build standout sponsorship proposals that drive conversion rates
- Know the precise current and lifetime value of a fan based on their classification and individual profile.