Fan engagement has become the heartbeat of the sports industry. It’s not enough to fill stadiums or raise TV ratings anymore. True fan engagement means building strong loyalty, increasing revenue, and creating lasting connections between teams and their fans.
Technology is changing how fans connect with their favorite teams. Digital channels, apps and social media, have transformed what it means to be an engaged fan. In this blog we will walk you through how sport brands can leverage technology to build better connections with their fans.
What is fan engagement?
Fan engagement is the process of interacting with fans before, during, and after events. It encourages their active participation and uses different channels and touchpoints to interact with the audience.
It comes down to more than just likes and shares. Fan engagement encompasses the entire journey the fan goes on with your sports brand – from the stadium, online, on social media, or through merchandise.
This engagement can be:
- Transactional: Direct exchanges, such as buying tickets, merchandise, or subscriptions.
- Non-Transactional: Indirect support, like sharing content, volunteering, or participating in fan forums.
Fan engagement is a key part of sports marketing. It aims to build emotional connections that create both direct and indirect value for sports organizations. But with the level of competition out there, how can certain teams standout and offer their beloved fans the best possible experiences? That’s where conversational solutions come in.
What is a conversational fan experience?
At its core, a conversational fan experience moves beyond traditional broadcasting. Instead of pushing messages out to fans, brands create two-way, real-time dialogues over digital channels like:
Fans can ask questions about tickets, receive personalized notifications, enter competitions, make purchases, or even access exclusive content—without leaving their preferred messaging app. Every interaction is a chance to deepen loyalty, increase engagement, and even drive revenue.
Conversational experiences are interactive, personalized, and most importantly, fan-driven. They empower fans to get what they want, when they want it, while giving brands the ability to tailor messaging based on behaviors, preferences, and real-time context.
Why conversational experiences matter for fan engagement
1. Build emotional loyalty
Personalized communication fosters stronger emotional bonds. Fans feel recognized and valued, not treated like just another number in a database.
2. Boost revenue streams
Timely promotions—such as merchandise discounts, event reminders, or VIP experiences—sent through direct channels can lead to higher conversion rates.
3. Improve event-day experiences
Real-time alerts about gate openings, parking, weather changes, or lineup schedules enhance the physical experience, reducing friction and improving satisfaction.
4. Create 24/7 engagement opportunities
Conversation doesn’t have to end when the event does. Post-event surveys, content teasers, or loyalty program offers can keep fans engaged all year round.
5. Unlock valuable data insights
Conversational interactions generate rich behavioral data that organizations can use to fine-tune offers, communications, and future events.
Top fan engagement strategies for 2025
Personalized fan experiences: Use AI to suggest merchandise or experiences tailored to individual fan preferences and behaviors, increasing relevance and conversion rates.
Social media and content creation: Connect with fans on Instagram, Twitter, TikTok, and YouTube. Use polls, behind-the-scenes content, and live games. This helps build community and excitement.
Gamification: Use fantasy leagues, rewards programs, or AR scavenger hunts. These ideas add competition and keep fans returning.
Mobile and app-based engagement: Provide exclusive content, real-time stats, player interviews, and fan voting through special apps. This makes every moment engaging and easy to access.
Community engagement: Create local and online communities through fan clubs, meetups, live chat rooms, and special events. This will help strengthen the bond between fans and the team.
The innovative technology enhancing fan engagement
AI & data analytics: Deliver personalized messaging, analyze fan behavior, and predict engagement trends to stay ahead of fan expectations.
Augmented reality (AR) & virtual reality (VR): Create immersive experiences like virtual stadium tours and AR-powered games to engage fans beyond physical events.
Chatbots and conversational AI: Use chatbot and conversational AI tools for real-time communication. They can handle ticketing, FAQs, and fan feedback on channels like WhatsApp and RCS. This ensures fans always feel connected.
Gamifying messaging: Infobip Vocalize allows you to create gamified experiences right in a chat. Build your own games and interact with customers on WhatsApp.
Measuring and tracking fan engagement success
Track key performance indicators (KPIs) such as:
- Social media mentions and engagement
- App downloads and active users
- Ticket sales and attendance rates
- Open rates
- Click through rates
- CSAT scores
Use a customer data platform to gather and store important information about each fan. This will help you personalize future content and identify segments that need more attention from your brand. Google Analytics, social media insights, and data from CRM systems can also help monitor engagement metrics. Regularly survey fans and monitor sentiment to adapt strategies and maintain a feedback loop that drives continuous improvement.
Use cases to boost fan engagement
Ticket sales and reminders
Selling tickets is just the start — reminding fans, building anticipation, and making it easy to attend is where messaging channels shine. Teams and leagues can send fans timely ticket offers, personalized seat suggestions, and automated event reminders via WhatsApp, RCS, SMS, or even in-app chat. It’s frictionless, conversational, and perfectly timed to drive attendance and reduce no-shows.
Merchandise sales
Merch drops are more exciting when fans hear about them first — and can buy with just a few taps. Promote merchandise via WhatsApp, RCS, or SMS with personalized offers, real-time stock updates, and even exclusive access for loyal fans. Whether it’s a new kit launch or a flash sale on retro gear, messaging makes it easy to convert excitement into sales.
Real-time alerts
Game day conditions can change fast — and fans need to know. Teams and venues can use SMS or RCS to send timely, critical updates like weather delays, parking instructions, gate changes, or health and safety alerts. These messages keep fans informed, reduce confusion, and help ensure a smoother experience from arrival to the final whistle.
Fan contests and polls
From predicting final scores to picking the best goal celebration, fan contests and polls are a powerful way to build real-time engagement. Using messaging tools, teams can send polls, trivia, or prediction challenges through channels like WhatsApp, RCS, or Viber — with instant responses, leaderboard tracking, and prize incentives all built into the chat. It turns viewers into participants and keeps excitement high from puck drop to final horn.
AI-powered virtual assistants
Whether it’s match day or off-season, AI-powered virtual assistants can handle fan queries 24/7 across messaging apps, websites, and mobile apps. With an AI assistant, teams and tournament organizers can deploy smart, multilingual assistants to help fans with ticketing questions, schedules, venue info, merchandise, live scores, and more — all through natural, conversational interactions. It saves time for staff and keeps fans in control of their experience.
Challenges in fan engagement and how to overcome them
Overcoming digital fatigue: Stand out by delivering high-quality, relevant content and interactive experiences rather than overwhelming fans with generic messages.
- Keep fans interested during the off-season
- Share exclusive behind-the-scenes content
- Host virtual events
- Continue community activities
Balancing personalization with privacy: Use fan data responsibly, ensuring transparency and compliance with privacy regulations while delivering tailored experiences.
Don’t come off as spammy: It’s important to find the perfect balance of when to engage with customers. Sending too many messages can turn them off from your brand and contribute to a poor brand reputation.
The future of fan engagement
Fan engagement is the foundation of both short-term wins and long-term growth for sports teams. By embracing digital innovation, personalizing experiences, and fostering authentic connections, sports teams can turn casual supporters into lifelong fans.
Infobip is on the road to building unforgettable fan experiences with MoneyGram Haas F1 Team as an official partner. Working together to bring about better, faster, and more personalized experiences to every racing fan.
Check out the story behind the partnership and how the future of motorsport fan engagement could look like in the future in this blog.
Want a deeper look at how to elevate fan experiences?
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