Blog ❯ How to Build Connections Between your Sports Team and Family Fans
How to Build Connections Between your Sports Team and Family Fans
Sports have always provided families with opportunity to spend time with each other, and connect over a shared experience. The game day experience is like no other, especially when parents spend their hard-earned cash on tickets to go see a game in-person. Fans are fiercely loyal to their teams and always have their back, and so the sports industry needs to show their family fans that they care about them too.
This post features a case study on the Nashville Predators hockey team.
It’s not just about the game
Sports represent more than just competition for loyal fans – it’s important for forming community and connection with others. While watching the game is a big part of it, most people have a story behind the reason they follow a specific team, one that usually stems from childhood. Fans grew up watching games with parents, siblings and extended family members, and now they want to share the experience with their own children.
Winning over the fans
Of course the number one goal for any sports team is to win, but winning over the hearts and minds of fans should be a top priority too. Building up a devoted following takes time, and when fans have less time than ever, more choices, and high expectations, teams need to up the game with their family marketing efforts to show their fans that they really care.
Understanding your audience
Making your sports team a hit with families relies on the relationship you have with them, not whether you’re winning or losing. Your family marketing strategy needs to align with family values, with most of your content catered towards young kids. What makes families want to come back? Seeing their kids have a good experience. Kids easily sway their parents’ decisions after all! Family comes first, and entertaining them needs to be high on your priority list too.
The importance of family fans
In 2019, 69% of US adults (171 million people) considered themselves sports fans, and nearly two-thirds of fans described themselves as being lifelong lovers of sports. This shows the importance of creating solid content marketed towards families, because if you make a good impression while they’re young, chances are that these kids will remain fans forever!
Twenty-eight percent of sports fans have kids under 18, and the vast majority of these parent fans associate sports with positive feelings around the impact that fandom can have on kids. To reach kids, you need to target your messaging to their parents as well.
So, how do you bring in more family fans?
By introducing a family outreach program, that’s how! Here are some elements to consider when starting your own outreach program.
Take-home activity books
Providing a take-home activity book for kids will keep them entertained all throughout the game, and once they get home. Having a high-quality kids’ program that is both educational and entertaining is key – and it even serves as a form of free marketing when it’s hanging around at home. It reminds parents of how much fun their kids had at the game, and shows you prioritize your family fans.
Competitions
Hosting competitions both online and during game day is a great way to build up anticipation and get families excited for the game. You can give away game tickets, merchandise, membership to clubs etc.
Diverse Mascots
Players come and go as the years go by, but mascots will always remain a part of the team. They act as a role model to kids and can be involved in family initiatives such as meet and greets.
Collectibles
Young fans of today expect more out of their kids’ club experience, and collectible items like stickers and player cards always come with the Mom and Dad stamp of approval. Today’s parent does not want plastic toys that will be discarded 15 minutes after returning home from the game, they want lasting experiences for their kids.
Online fan communities and forums
Well-thought-out mobile apps, digital newsletters and micro-websites are a welcome addition to any kids’ program. This way families can take the game-day experience with them wherever they go! Keeping fans in the loop has never been easier, and having an online presence is an easy way to get your message across while building up community for your fans at the same time.
Case Study: Nashville Predators
The Nashville Predators are a professional ice hockey team based in Nashville, Tennessee. They compete in the National Hockey League (NHL). The Predators have played their home games at Bridgestone Arena since 1998.
The Nashville Predators have a proud history, and they are deeply rooted in the local community. The purpose of the activity book is to offer today’s kids hands-on engagement that resonates with them. The Nashville Predators kids’ program brings the team into the homes of young fans and their families, sustaining a connection throughout the year and beyond the walls of the stadium. It helps build loyalty and create new fans.
Summary
The Nashville Predators’ program is designed for children aged 3 to 12. It encourages kids to follow their team and promotes healthy living and the teaching of life skills, as well as educating kids and families on hockey. The activity book has Nashville Predators themed games, quizzes on hockey and opportunities to learn math and science with Future Goals and explore the programs they have to offer. Kids can use their free public skate admission that’s included with the activity book at Ford Ice Centers to cheer on the Predators throughout the season and get more involved as a Kids Club member.
The Nashville Predators also offer an online program called Healthier Me, which provides elementary school students with the tools they need to make healthy eating and lifestyle choices. The NHL and NHLPA have partnered with the Predators to provide low-cost opportunities for kids to try hockey for the first time. Boys and girls aged 4-9 can discover the sport through the Little Preds Learn To Play Hockey program, and the G.O.A.L! (Get Out And Learn) program allows kids the opportunity to experience the excitement of hockey without the cost of purchasing equipment. This helps kids to get involved in sport while teaching them teamwork, sportsmanship, and self-confidence too.
Opportunity & Strategy
Balancing the Nashville Predators’ spirit, educational and entertainment goals was the key to developing a successful kids’ program. The main goal was to promote healthy living and the teaching of life skills, while also educating kids about hockey. The activity book is filled with engaging activities like games, wordsearches, facts and quizzes while encouraging kids to develop their math and science skills. It promotes healthy living by replace this section with including fun content about nutrition and highlights the importance of sport. This book helps young fans build a connection to the team that will last well into adulthood.
Having a kids’ program allowed the Nashville Predators to demonstrate how much they value their youth market. These materials strengthen the connection between kids, their families, and the team—and loyalty at a young age often means loyalty for life. Through a fun, kid-centric design, kids are drawn into the Nashville Predators world, it is an experience created exclusively for them. A variety of content ensures that there is fun and engagement for a wide range of ages and interests.
About Kidzsmart Communications
We believe your content should be more than just another coloring book. Kidzsmart is a creative agency that is is your spokesperson to modern families, and we’re dedicated to contributing to the greater wellbeing of kids.
For over 20 years we’ve worked with the government, healthcare, and educations sectors as well as global brands in the restaurant and hospitality, tourism, and professional sports industries. Our team has the expertise to expand your family outreach, and we have the tools to do it right. Top of feed means top of mind, and we’re dedicated to creating greater family content that makes a meaningful impact on the lives of kids and families!
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