8 customer engagement strategies for sports and entertainment brands
Customer engagement has changed. Attention is harder to earn, loyalty is easier to lose, and people expect every interaction to feel relevant and timely.
For sports and entertainment brands, engagement is no longer about sending more messages. It’s about creating connected experiences that feel personal, exciting, and worth coming back for.
Here are the engagement strategies that matter most right now, and how to make them work harder for your brand.
Why fan engagement looks different now
Fans move fast. They jump between channels, follow teams and creators across platforms, and expect brands to recognize them wherever they show up.
They want content that feels real. Offers that make sense in the moment. And experiences that don’t stop when the final whistle blows or the credits roll.
That means engagement needs to be:
- Real-time, not reactive
- Personal, not generic
- Connected across every channel
Let’s break down what that looks like in practice.
1. Real-time personalization across every channel
Personalization still matters. But, speed is just as important as accuracy. Fans expect brands to respond to what they do, not what they did weeks ago.
That could mean:
- Triggering messages based on live behavior, not static segments
- Tailoring content based on preferences, location, or past engagement
- Adjusting journeys when interest drops or excitement spikes
When personalization happens in real time, it feels helpful. When it doesn’t, it feels invisible. So, the goal is simple. Get the right message to the right fan at the right moment, no matter the marketing channel.
2. Immersive and interactive fan experiences
Engagement doesn’t have to stop at content consumption. Fans want to take part.
Interactive experiences help turn passive audiences into active participants. And they give you valuable insight into what fans actually care about.
Think about:
- Live polls, quizzes, and voting during games or shows
- Gamified experiences that reward participation
- Digital activations that extend the event beyond the venue
These experiences don’t need to be complex. They just need to make fans feel involved.
When fans interact, they remember you.
3. Short-form and social-first content fans actually want
Social media is still where fans discover, follow, and connect with brands. But how they use it has changed.
Short-form video now drives discovery. Behind-the-scenes content builds trust. Fan-created content fuels community.
To keep engagement high:
- Focus on short, snackable video that fits the platform
- Share moments fans don’t get anywhere else
- Encourage fans to create and share their own content
Ultimately, the key is to show up where your fans already are, in a way that feels natural.
4. loyalty programs that go beyond points
About 30% of customers sign up for brand newsletters to join loyalty programs
Traditional loyalty programs still work, but fans want more than discounts. They want things like exclusive access, recognition, and experiences that feel unique.
Strong loyalty strategies reward:
- Engagement, not just spending
- Consistency, not one-off actions
- Passion, not just purchases
That could look like early access to tickets, exclusive content, or member-only experiences tied to behavior and interests.
When loyalty feels personal, fans stick around.
5. Seamless ticketing and commerce journeys
Friction kills engagement. If buying tickets, upgrading seats, or purchasing merch feels hard, fans will drop off fast. The best brands connect the entire journey, from discovery to post-purchase.
That means using:
- Clear, simple purchase experiences
- Timely messages that build excitement before events
- Follow-ups that keep fans engaged long after checkout
- Commerce should feel like part of the experience, not an interruption
6. Athlete and creator-led storytelling
93% of marketers agree that customers trust content created by other customers more than brand-created messages. And fans are no different.
Athletes, performers, and creators bring authenticity that traditional campaigns often lack. When done right, these partnerships feel real, not forced.
Effective creator and athlete strategies focus on:
- Long-term partnerships, not one-off posts
- Co-created content that fits the creator’s voice
- Storytelling that feels human and unscripted
When fans trust the messenger, they’re more likely to trust the message.
7. Purpose-led engagement that feels authentic
Fans care about what brands stand for. Especially younger audiences. Purpose-led engagement works best when it’s genuine and consistent.
That could include:
- Supporting causes that align with your audience
- Highlighting community initiatives
- Championing inclusion and accessibility
The key is authenticity. Fans can spot performative messaging instantly.
Focus on actions, not statements.
8. Measuring engagement that actually means something
Opens and clicks still matter, but they don’t tell the full story.
To understand real engagement, look at:
- Repeat interactions across channels
- Long-term retention and lifetime value
- How engagement influences purchases and attendance
The best insights come from connecting data, not viewing channels in isolation. When measurement improves, engagement follows.
Boost your customer engagement today
Customer engagement with sports and entertainment fans is an ongoing relationship. The brands that win focus on relevance, not reach. They connect moments across channels. And they treat fans like individuals, not audiences.
When engagement feels personal, timely, and connected, loyalty comes naturally. And that’s where long-term growth really starts.
To dig deeper into what drives loyalty and how you can build lasting customer relationships, check out our latest customer loyalty report.
