Everyone has their passions. For me, beyond the realms of data privacy and cybersecurity lies a profound interest in digital sports marketing, particularly in sports streaming. For the past decade, I’ve been nurturing a brand known as Sports Beyond Borders (SportsBB). Truth be told, it has been more of a labour of love than a straightforward business venture, similar to how an accountant or doctor might cherish their kitchen garden or subsistence farm.
The rationale behind founding SportsBB is embedded in its very name. Barbados boasts a rich sports heritage, deserving of international recognition. With local legends like Sir Garfield Sobers, Obadele Thompson, and Akela Jones, our island is a goldmine of untapped athletic potential and commercial prospects.
Traditionally, the goal of most sporting organisations has been to successfully execute an event. This typically involves a three-step process: 1) Identifying and organising the logistics of the event, 2) Partnering with sponsors that align with the event’s ethos, and 3) Carrying out the event. While this summary might oversimplify the complexities involved, such as event promotion and media partnerships for maximal coverage, this conventional approach seldom extends its impact beyond creating mere spectators. What the realm of sports truly needs is a solid fan base.
But what distinguishes a spectator from a fan?
Spectators are those who attend sports events, possibly drawn by the appeal of a specific game, the experience of a live event, or the social ambience. Though essential, their connection to the event or team is usually fleeting or superficial. Attendance might be sparked by curiosity or convenience, with their engagement beginning and ending with the event.
Fans, in contrast, are the cornerstone of any sports organisation. They harbour a profound, emotional bond with a team or sport, transcending any single event. Fans ardently support their teams through ups and downs, celebrating wins and enduring losses. Their commitment goes beyond game attendance; it encompasses content consumption, merchandise purchases, and active participation in team or sport-related discussions across digital platforms.
The metamorphosis from spectator to fan encapsulates the essence of digital sports marketing. By leveraging digital content, fostering social media connections, offering personalised experiences, and building community ties, organisations can cultivate a sense of loyalty and belonging among spectators, transforming them into ardent fans. This shift is not merely advantageous—it’s vital for enduring growth and sustainability.
Specifically, over the last five years, the annual streaming of the Barbados Secondary Schools Athletics Championship (BSSAC) has experienced a 10-20 per cent growth each year in online viewership. This growth also reflects a shift from traditional TV viewing to mobile technology platforms like smartphones, indicating a change in consumer preferences and engagement patterns. These insights underscore the importance of live-streaming premier events and ensuring each event is supported by a dedicated website and active social media accounts. Such digital strategies are essential for organisations looking to build beyond the casual spectator and foster a deeply engaged fan base.
The relationship between the brands of BSSAC and SportsBB illustrates this transformation vividly. The recently concluded 2024 BSSAC games underscored the stark difference between mere spectators and true fans. BSSAC doesn’t just attract spectators; it cultivates fervent fans who maintain deep connections and proudly showcase their school spirit through branded shirts, adorning old school ties, and enthusiastic support for their teams and loved ones.
However, this fervour faced significant challenges that could have diminished the spirit of the games. The loss of the Barbados National Stadium, the only venue capable of accommodating the extensive number of BSSAC fans and athletes, was a major setback. This was compounded by the advent of COVID-19, leading to the suspension of the games—a situation that seemed like a death blow to the BSSAC organisers.
Yet, it was technology that came to the rescue, highlighting the indispensable role of digital sports marketing in such crisis moments. The introduction of live-streaming services became a beacon of hope. When businesses reopened, and physical attendance at events remained limited, live streaming didn’t just fill a gap; it expanded the reach of BSSAC, allowing the games to be broadcast to fans not just in Barbados but worldwide. This digital pivot ensured that the passionate fan base of BSSAC remained engaged, connected, and more importantly, growing.
The technology facilitated more than just viewing; it enabled interaction. Fans could comment in real time, share their excitement on social media, and even participate in virtual cheers. This level of engagement ensured that the bond between fans and their schools remained as strong as ever, if not stronger. The digital experience, in some ways, intensified the communal spirit of BSSAC, proving that when leveraged correctly, digital sports marketing can transform challenges into opportunities for greater connection and fan loyalty.
As we look to the future, the lessons learned from navigating the challenges faced by BSSAC serve as a blueprint for the potential of digital sports marketing. It’s clear that the essence of sports marketing lies not just in attracting viewers but in building a community of fans who feel a deep, emotional connection to their teams. The transition from spectator to fan is a journey that digital tools can significantly enhance, ensuring the sustainability and growth of sports brands like BSSAC and SportsBB in an increasingly digital world.
