Is there anyone left who doubts the value generated by social media platforms? Is there anybody in Sports and Entertainment that isn't focused on generating a following by publishing greater content for likes, comments and views to sell more tickets and merch for stronger sponsorship negotiations?
Either way. Let's pause for a minute.
Here's quick take on something simmering beneath the surface of your feeds: the relationship between social media and the sports and entertainment industries. It looks like a love affair – constant updates, behind-the-scenes access, instant reactions - all those viral moments. But scratch beneath the surface and you might just find a data war brewing.
Think about it.
Fans are pouring their hearts, opinions and viewing habits directly onto these social media platforms. Every like, share, comment and follow is a datapoint. And who’s collecting it? Primarily the social media giants. They hold the keys to understanding fan sentiment, demographics and engagement levels on a scale the industries could only dream of a decade ago.
Consider this: a Premier League club like Arsenal has over 60 million followers on X (formerly Twitter). They post match highlights, engage with fans and drive traffic to their website. But the granular data on who those engaged fans are, their spending habits, their preferences for specific content – that largely resides with X. The club sees the broad strokes, but X holds the detailed map of their most valuable supporters.
Think about Taylor Swift's massive Instagram following. Every comment, every share of a fan theory, every like on a tour announcement feeds into Meta's data behemoth. While her team sees overall engagement, the deep understanding of individual fan segments – those most likely to buy VIP packages or exclusive merchandise – is largely within Meta's grasp. This limits Swift's ability to directly personalise offers and build truly bespoke fan experiences outside the platform.
The outcome to date? Social media platforms like YouTube, X, Instagram and the like have a collective valuation of trillions of dollars. And guess what again? The content being created and consumed on these media platforms represents only 6% of what is created across 6.64B global smartphones.
For sports teams, leagues and entertainment companies, this data is gold. It informs marketing strategies, sponsorship deals, content creation and even player recruitment. Knowing who your audience is, what they’re talking about and when they’re most engaged is crucial in today’s hyper-competitive landscape.
Why does this matter? Because this data fuels everything. It dictates ad targeting, influences content algorithms and shapes how these platforms monetise their users – your fans. The sports and entertainment industries are realising they're often renting access to their own audience insights.
Imagine a football club knowing exactly who their most passionate, high-spending fans are, their viewing habits across all platforms and their purchase history – all directly, without relying solely on social media analytics. That’s power!
So, is it a full-scale data war?
Perhaps not yet. Social media remains crucial for reach and real-time buzz. But the savvy players in sports and entertainment are increasingly aware of the strategic imperative of owning their fan data. They're building their own ecosystems, fostering direct relationships and recognising that a deeper understanding of their audience – beyond surface-level metrics – is the key to long-term growth and fan loyalty.
And more are fighting back.
The NBA's League Pass, for instance, directly collects viewing data, allowing them to understand which games, players and types of content resonate most with their subscribers. This first-party data empowers them to personalise recommendations, tailor marketing campaigns and potentially offer more targeted sponsorship opportunities – insights social media alone can't provide with the same depth.
Manchester United, ATP Tour, McLaren F1 and others are others waking up to a direct relationship with their fans. Even Ligue 1's beak-up with DAZN for its own planned DTC service shows signs of it regaining its 'data power'.
The future isn't about abandoning social media, but about a strategic rebalancing. It's about building data independence, fostering direct connections and ultimately, understanding your fans better than anyone else.
The battle for attention is intertwined with the battle for data ownership and the smart money is on those building their own fortresses.
To learn more, ping us for tools and methods to navigate a very fine balance in a very complex environment.
Cheers!