One in five organisations were found to know who 0-10% of their audience are
A report has found that sports organisations only know who 24% of their fans are.
The Anonymous Fan Index, a study by Dizplai, was based on a survey of 50 sports organisations including rights holders, leagues, clubs, and federations. In addition to finding that, on average, these businesses only have identifiable, first party data for 24% of their fans, it also found that one in five only have this for between 0-10% of their fans.
63% of the respondents believe this means they lose more than $100,000 (£74,400) annually as a result, and a third put it higher, at between $1m-$5m (£744,000-£3.7m).
The main sources for the fan data that they do have were ticketing (67% of respondents), membership and loyalty programmes (48%), and social media (41%). The hardest viewers to convert into known fans were broadcast viewers (67% named them as the most difficult), followed by social media followers (33%) and website visitors (25%).
Ed Abis, CEO of Dizplai, said: “This isn’t a data issue. It’s a commercial one. Rights holders aren’t losing fans - they’re losing the ability to know them. And if you don’t know them, you can’t grow them.”
He added: “Sport built its empire on reach. The next era will be built on relationships. If you don’t own your fans, you don’t own your future.”
You can find the full report for free here.
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