Just like everything in our world, the way we celebrate and experience sports has changed exponentially in recent years, largely thanks to the rise of digital platforms and online fan communities.
Results of a new study of 2,000 UK sports fans revealed just this, with over half (55%) reflecting that the way we watch and celebrate big sporting moments has changed dramatically over the past decade.
Times have certainly changed as, prior to this evolution, over half (56%) of fans would only ever choose to watch sports at home or at the pub. While nowadays, almost a third (29%) instead turn to social media and messaging apps to watch, discuss and celebrate big sporting moments, with a staggering 71% saying the opportunity to come together online with fellow fans is more exciting than watching the sporting event itself.
According to the study, commissioned by Snapchat, over three quarters (79%) of sports fans believe the enjoyment of sports goes far beyond what happens on the pitch and what they see on the TV, with almost a third (31%) admitting extreme FOMO if they’re unable to chat with friends and family online during a sporting event. In fact, a whopping 73% confessed they can’t imagine watching a sports event without their phone in reach, so they can simultaneously engage with fellow fans via social media and group chats.
The research also found:
- For over a third (35%) of the nation’s sports fans, celebrating a big win would make them happier than going on holiday, or getting a pay rise
- 60% of the UK sports fans get an extra rush of excitement when they see all the messages and reactions from friends / fellow supporters celebrating with them online
- Almost a quarter (23%) use digital platforms to relive ‘big wins’ after a sports event has taken place
Highlighting why the celebration of sports on social media and messaging apps has become so popular, one in five (19%) shared that they have connected with new friends through a shared love of a sport online. Better yet, over a third (35%) say the opportunity to celebrate sports via online platforms like Snapchat has made fandom a more immersive, exciting experience.
Former Lioness and football pundit, Karen Carney, said
“The way people choose to watch and celebrate sport has transformed so much over the past decade. As an ex-player turned pundit, I’ve seen it from both sides – fans help carry you through the game in the toughest, but also the best moments, supporting you from both the sidelines and online.
She continued: “From the fans’ perspective, it’s no longer just watching a game live that gets us excited – in today’s world it’s just as important to relive the big wins, catch the highlights and celebrate with other people, no matter where we are in the world. Over the next five years, we can expect to see more people than ever before turning to online platforms to help them feel part of the action. As these communities continue to grow and thrive, they will become an essential part of how we engage with sport, as young people especially look to connect with friends and like-minded fans to share in the moments that matter most”.
When asked what they were most looking forward to ahead of 2024’s big summer of sports, almost half (48%) of those surveyed revealed it was celebrating the success of their favourite team, athlete or country and two in five (43%) are simply looking forward to chatting about sports with friends, family and colleagues. Meanwhile, two thirds (64%) plan to turn to social media and messaging apps, like Snapchat, to celebrate and engage with fellow fans.
Kahlen Macaulay, Senior Manager, Sports Partnerships at Snapchat said:
“The joy of sport brings people together – from friendships made on the pitch and in the stands, to being glued to the group chat with your best friends to relive the action and sharing moments of celebration. Technology has created a new, deeper dimension of fandom. We see this every day in the Snapchat community – whether it’s to share in the thrill of victory and agony of defeat, celebrate personal bests, or just get behind the scenes with your favourite players and try the latest kit using augmented reality. Sport has always been better with friends, and Snapchat is a place where everyone can connect and celebrate with like-minded fans, no matter the sport.”
To join the celebration on Snapchat ahead of 2024’s year of sport, scan this code.
