210% increase for sports on TikTok

Athleisurist,

How’s your Olympic hangover feeling? 

This week we're diving into the aftermath of the Paris 2024 Olympics and exploring how it's reshaping the landscape of sports fandom.

Love,

The Boys

Writers: Leanne & Candace

The Meme Olympics

The Paris Olympics not only showcased athletic excellence; they cemented their place as 'The Meme Olympics,' highlighting the growing power of social media and a new era of sports fandom. 

The winner of the Meme Olympics was undoubtedly Raygun the 36-year-old Australian breakdancer, who failed to win any points from the Olympic judges, but struck a chord online and is now an internet celebrity — for better or worse.

In a close second was special correspondent for NBC Snoop Dogg, who featured as much as the medalists. Third goes to Simone Biles, who turned a teammate’s "lazy" insult into a viral triumph by posting a gold medal selfie captioned "lazy." Finally, honorable mention to Noah Lyles, who sparked a global debate by questioning the use of "World Champions" in U.S. leagues. 

Worthy mentions go to the "You Are My Sunshine" meme featuring LeBron James, which became so popular that fans in Paris serenaded him during the Games. And finally, Norwegian swimmer Henrik Christiansen turned his love for chocolate muffins in the Olympic Village into a viral TikTok trend. 

These highlight how personal interactions, unexpected moments, and memes are reshaping how fans now connect with sports. Trad sports fandom is dead. There is officially a new top of funnel to fandom via athletes and culture, surpassing traditional team loyalties.

#LongRead: The Era of Fluid Fandom

Remember when being a sports fan was as simple as cheering for your local team? Back in 2010, Bleacher Report laid down "The 10 Rules of Being a True Sports Fan," which included gems like rooting for the team nearest to you and passing down fandom like a family heirloom. Well, honey, the internet blew up that playbook and those days are as outdated as a flip phone in a 5G world. 

Cultural > Geographical 

Your team is no longer determined by your zip code. People support the squad that vibes with their values, even if they're halfway across the globe. Your fandom is now a cultural statement, not a geographical accident.

Recent studies reveal a significant shift in sports viewing habits:

• Only 35% of sports viewing is focused on the actual game, according to a 2023 Nielsen report.

• The remaining 65% revolves around cultural moments and athlete personalities.

This shift is evident in phenomena like Taylor Swift's attendance at NFL games, which saw a 35% spike in female viewership aged 18-34 during her appearances, according to NFL data.

Modern fans are gravitating towards bite-sized content:

• Short-form highlights on platforms like TikTok and Instagram have seen a 210% increase in engagement since 2021.

• Live sports streaming services report that 40% of their users primarily watch highlights rather than full games.

What's Driving This Shift?

The new era of fandom is shaped by:

1. Athlete Influence: 58% of Gen Z and Millennial fans follow individual athletes on social media, compared to 38% of older fans.

2. Cultural Convergence: 72% of young fans say they're more likely to engage with sports that align with their cultural interests.

3. Value Alignment: Over 50% of sports fans believe athletes should support social causes, influencing their fandom choices.

This data paints a picture of a fandom landscape far beyond the playing field, shaped by internet culture and all about what’s trending, resonating, and aligning with values.

Online: Where Fandom Thrives

Social media has become the new sports bar:

• Instagram: 58% of Gen Z and Millennial fans follow athletes here.

• TikTok: Sports-related content consumption has increased by 210% since 2021.

• Twitter: 33% of users primarily use it for sports content.

Streaming services are also changing the game:

• 21% of global consumers subscribe to a sports-specific streaming service.

• 70% of these subscribers report increased overall sports content consumption.

Documentaries like "The Last Dance" and "Drive to Survive" have had measurable impacts. Netflix reported a 45% increase in new subscribers from sports-adjacent countries during "Drive to Survive" release months.

Athletes: The Look that Captures Our Attention

Forget the Kardashians, athletes are the new content creators we can't stop watching. They're the personality hook that draws us into the world of sports: 

• Jared McCain: Former Duke basketball star, now with the 76ers, Jared McCain is making waves both on and off the court. With over 2 million TikTok followers, he’s known for his vibrant nail polish and viral dance videos, turning heads and challenging traditional gender norms in sports while showcasing his personality.

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• Ilona Maher: Ilona Maher became a breakout star during the Olympics, attracting 2.2 million TikTok followers with her engaging mix of humor and behind-the-scenes rugby content. She’s made rugby more relatable and accessible, drawing in fans who might not have followed the sport before.

• JuJu Smith-Schuster: NFL wide receiver JuJu Smith-Schuster is as much a gaming icon as he is a football star. With over 1 million followers on Twitch, JuJu has bridged the gap between sports and gaming, offering fans a personal connection through his live streams and gaming sessions.

• Alisha Lehmann: Alisha Lehmann isn’t just excelling in women’s soccer—she’s turning her platform into a global brand. With 13 million Instagram followers, she seamlessly blends sports, fashion, and personal insights, redefining what it means to be an athlete in today’s social media-driven world.

Teams: The Feel that Creates Emotional Connections

While athletes might draw us in, teams are the heart of fandom, creating the emotional core that keeps us coming back:

• The Portland Thorns' Rose City Riveters turn match days into community festivals.

• The Green Bay Packers let fans be "owners," deepening team loyalty through shared ownership.

• Angel City FC is winning at community impact, creating a sense of purpose beyond the game.

• Lewes FC is championing equality, making their team identity about more than just sports.

• Bohemian FC who have made social cause a part of its identity and wearing their values on their sleeve.

These initiatives are paying off. According to a 2023 PwC sports industry report, teams with strong community engagement programs see a 23% increase in fan loyalty and a 17% boost in merchandise sales.

Leagues: The Glue that Binds it All Together

If athletes are the look and teams are the feel, leagues are the glue that creates a cohesive narrative across the entire sport:

• NBA and WNBA League Passes create a comprehensive basketball experience and have seen a 35% year-over-year increase in subscribers, according to a 2023 league report.

• Rivalry weeks and playoff races turn seasons into ongoing, engaging stories.

• The NFL's International Series is expanding the reach of American football globally and has contributed to a 32% growth in the league's international fan base since 2019.

The Future of Fandom: A New Playing Field

As we look ahead, the evolution of sports fandom presents both challenges and opportunities for the entire sports ecosystem:

1. Personalization at Scale: With fans demanding more tailored experiences, sports entities will need to leverage AI and data analytics to provide personalized content and interactions at an unprecedented scale.

2. Blurred Lines: The boundaries between sports, entertainment, and social causes will continue to blur. Successful sports organizations will be those that can navigate this complex landscape, appealing to fans' diverse interests beyond just the game itself.

The sports industry is at a pivotal moment. Those who can adapt to these new realities of fluid fandom stand to thrive, while those clinging to outdated models risk being left behind. The future of sports isn't just about what happens on the field, court, or track – it's about creating deep, values-driven shared experiences that resonate with fans, in all aspects of their lives.

HOT LINKS

• Dawn Staley Tackles the NFL?! Yup, the queen of college hoops is now dropping wisdom in the NFL. Catch how she’s shaking things up here.

• Big Brother’s Watching… Your Game Face: Facial recognition tech is coming to NFL stadiums. Find out how this next-level tech is changing the fan experience (and maybe your privacy) here.

• Travis Kelce Gets His Host On: Move over, Alex Trebek—Travis Kelce is taking the game show world by storm. Get a sneak peek at his new Amazon Prime gig here.

• Wraparound Shades: The Real MVP: Forget gold medals—the real winners at the Paris Olympics were those retro wraparound shades. Dive into how they stole the show here.

• Cash In on College Sports: Private equity is making it rain in college sports. See how big money is flipping the game here.