Sport event fan engagement: How to boost fan experiences in 2025

Sports events are where fans come together to celebrate their teams and build community. Yet many feel let down. In our sports fan survey, we found that 55% say they don’t get relevant communication, and 61% feel priced out of the game they love.

That’s why reaching fans through their favorite messaging channels is becoming a game-changer. From new parents at home to college kids at the bar to season-ticket holders in the stands, digital experiences help teams connect more meaningfully.

In this blog, we’ll explore how teams can use these tools to strengthen fan relationships and keep community at the heart of the game.

What is fan engagement?

Fan engagement is the process of connecting 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 takes with your sports brand, from the stadium to online, on social media, or through merchandise.  

This engagement during sporting events can look like: 

• Transactional: Direct exchanges, such as buying tickets, merchandise, or subscriptions. 
• Non-transactional: Indirect support, like sharing content, volunteering, or participating in fan forums. 

Creating digital sport fan experiences

A truly engaging digital fan event experience goes beyond traditional broadcasting and in-person touch points; it’s about conversation. Instead of pushing one-way messages, sports teams and associations can create two-way, real-time dialogues that put fans at the center. 

And you should start by meeting fans on the apps they are already using: 

• WhatsApp 
• SMS and MMS 
• RCS (Rich Communication Services) 
• Email 
• Viber 
• Instagram DM 
• Messenger  

Through these channels, fans can ask questions about the event, receive personalized notifications, enter contests, make purchases, or access exclusive content, all without leaving their preferred app. Every interaction becomes an opportunity to deepen loyalty, increase engagement, and even drive revenue during the busiest tournament seasons. 

Fans are clear about what they want from messaging:

By creating digital experiences that are interactive, personalized, and aligned with what fans truly want, teams can turn routine engagement into meaningful, lasting connections. Messaging is the bridge between a team and its community, enabling fans to feel seen, heard, and part of the game. 

So, what do the teams get out of these digital experiences?  

• Build emotional loyalty: Personalized communication fosters stronger emotional bonds. Fans feel recognized and valued, not treated like just another number in a database. 
• Boost revenue streams: Timely promotions such as merchandise discounts, event reminders, or VIP experiences sent through direct channels can lead to higher conversion rates. 
• 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. 
• 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. 
• Unlock valuable data insights: Conversational interactions generate rich behavioral data that organizations can use to fine-tune offers, communications, and future events. 

The innovative technology enhancing fan engagement

Creating memorable fan experiences requires the right technology to engage, personalize, and delight fans at every touchpoint. Here are the key tools teams can leverage: 

Augmented reality (AR) and virtual reality (VR) 

AR and VR bring fans closer to the action, even from afar. Virtual stadium tours, AR-powered games, and immersive experiences allow fans to interact with their favorite teams beyond the physical event, creating excitement and deepening loyalty. 

Top fan engagement strategies for sports events for 2025 

1. Personalize the fan experience 

Fans expect interactions that feel relevant and tailored to them, not generic messages with their first name. Personalization goes deeper: it’s about understanding fan behaviors, preferences, and past interactions to deliver experiences that truly resonate. Running hyper-personalized communication during the busy tournament season will resonate with your fans more than you think. 

How to implement: 

• Leverage AI and analytics: Use AI to recommend merchandise, tickets, or exclusive experiences based on fan behavior, purchase history, and engagement patterns. 
• Collect meaningful data: Track preferences, favorite players, past event attendance, and engagement with digital content. This data should drive decisions, not just sit in a CRM. 
• Segment and target: Group fans into meaningful segments (e.g., superfans, casual attendees, first-time ticket buyers) to deliver content that matches their interests. 
• Test and iterate: Monitor response rates and engagement to refine personalization over time. 

Next steps: 

1. Audit your current fan data and identify gaps. 
2. Implement AI tools to analyze and predict fan preferences. 
3. Design messaging and offers tailored to each segment to increase relevance and conversions. 

2. Deliver updates directly to fans

Fans want to learn about key moments and breaking news during key sports events. Real-time updates keep fans informed, build excitement, and make them feel part of the team. Imagine the impact you can have by updating fans immediately on event changes due to weather, parking updates, or even updates about player trades and injuries directly to their inbox. 

How to implement: 

• Use messaging channels like WhatsApp, SMS, or RCS to send instant updates. 
• Integrate live event data feeds with your messaging platform to automate updates. 
• Enable opt-in preferences so fans can choose the types of updates they want. 

3. Offer exclusive content and game experiences 

Fans love behind-the-scenes access, early ticket releases, or special digital content. They feel valued when they get perks that others don’t and enjoy interacting with their teams in a fun way, like through a gamified experience. 

How to implement: 

• Share behind-the-scenes videos, interviews, or locker-room content via messaging apps. 
• Offer early access to merchandise, ticket sales, or VIP experiences to fans who engage digitally. 
• Use gamification, like AR scavenger hunts, quizzes, or fantasy league content to make content interactive. 

4. Collaborate with sponsors on messaging campaigns 

Sponsors or sports events or teams can enhance fan experiences when their campaigns are integrated thoughtfully into team messaging. Coordinating with event sponsors allows teams to deliver relevant offers, exclusive content, and interactive experiences that benefit both fans and partners. 

How to implement: 

• Align sponsor campaigns with key fan moments, like match days, contests, or special promotions. 
• Co-create messaging that feels valuable to fans, such as exclusive discounts, early access, or behind-the-scenes content. 
• Use personalized, segmented messaging to ensure sponsor content is relevant and not intrusive.  

5. Make purchasing and access seamless  

Fans want convenience. Buying tickets, merchandise, or subscriptions should be effortless and integrated into their preferred channels. Streamlined experiences reduce friction and increase conversion. 

How to implement: 

• Enable in-chat purchases and one-click ticketing through messaging platforms. 
• Personalize offers based on past purchases or fan preferences. 
• Use automated reminders for events, merchandise drops, or renewals. 

Next steps:

1. Map your fan journey to identify friction points in purchases. 
2. Integrate messaging platforms with your eCommerce or ticketing systems. 
3. Test and optimize checkout flows to maximize conversion. 

Challenges in sport 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 in sports 

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. 

To learn more about how to get ahead, speak with one of our fan engagement experts, or check out further reading.