Forty-two percent of today’s social media users follow sports and recreation topics on social platforms, according to our 2025 State of Social research. But are sports organizations fully embracing the value that can come from engaging their fans through social marketing strategies?
Social media has become the MVP of every sports experience, both inside and outside the arena. Fans keep up with their favorite players and teams through social channels more than ever before, learning about the best in-stadium food options from creators and keeping up with game highlights in real time from team accounts.
Fans exist on a spectrum—whether devoted to a player, team, or game, or connected in more cultural ways, like sneakerheads, foodies, or passionate supporters of the halftime show performer. From casual viewers who catch highlights on social platforms, to dedicated superfans who follow every detail of the game, these fandoms offer an engaged social audience for brands to tap into.
Our recent research reinforced the importance of a strong social media strategy to drive fan engagement and impact. Seventy-six percent of media and entertainment brands report that social is either very or extremely important to their digital marketing strategy, and, on average, their social media efforts have contributed to an 11.3% year-over-year increase in B2C revenue. This all sounds like a lay-up, except that overall, social-first brands (those with the most successful social strategies) saw an even greater average revenue increase of 14.1%. These brands may still be missing the game-winning shot.
How can you make the most out of your social approach? We’ve explored what sets social-first teams apart. Let’s kick off through the lenses of community, content, and conversion.
COMMUNITY
Fans—whether casual followers, loyal supporters, or superfans—seek a sense of belonging, making community the driving force behind both sports and social media. Being a “fan” is rooted in shared passion and identity, uniting people around common interests. Notably, 53% of fans on social media are a part of communities focused on professional athletes, sports teams, gaming, or e-sports.
These sports fans are not sitting on the sidelines when it comes to engaging on social platforms. In fact:
The question for sports brands is clear: How can they harness the energy of these passionate communities to drive deeper engagement? The touchdown could be loyalty programming.
Fans want more than recognition; they want to feel valued, rewarded for their participation, and granted a sense of exclusivity that acknowledges their dedication. Fifty-four percent of fandom members express a desire for brands to engage with them on social media through loyalty programs. This outpaces the 44% of brands that currently leverage social platforms this way. In fact, 42% of brands report that loyalty and reward programs are the most effective social media tactic for delivering the highest return on investment.
By investing in loyalty programs that foster connection and exclusivity, sports brands can turn passionate fan communities into powerful engines of engagement and growth.
CONTENT
Social media users are increasingly tuning out brand-owned content in favor of content from their favorite creators. The data speaks for itself—users now follow an average of 13 creators, but only an average of seven brands. Within the past year, 30% of users have unfollowed a brand on social media. For sports brands, this could mean that athletes’ individual platforms should really be center stage.
What is driving this shift? Audiences crave authentic, relevant voices that are fueling culture, whether it’s a viral trend or a major sports collaboration. More than one-third of fandom members say they want brands to showcase fan-created content, campaigns, and challenges, while also wanting to see more partnerships with creators and influencers. At its core, this shift can reflect a desire for deeper connection and participation for fans from the content they consume.
For sports teams, adapting to this new landscape can mean making co-creation a central pillar of their social strategy. This can involve not only amplifying the voices and platforms of individual players, but actively collaborating with fans and community members to create content that truly resonates and builds lasting engagement.
CONVERSION
Sports organizations have a stadium’s worth of potential marketing opportunities that can activate their impassioned fans—whether that be driving ticket sales, increasing merchandise purchases, or boosting viewership for live-streamed events. When it comes to monetizing their fan base, more than half of brands report that user-generated campaigns and challenges are their most successful social tactic for return on investment, closely followed by creator partnerships and direct fan engagement through social media interactions.
For driving viewership of live-broadcasted events, 54% of brands identify creator partnerships or paid social media campaigns as the most effective social tactics. These approaches enable brands to reach targeted audiences and communities, fostering deeper connections and inspiring consumer action.
At the core of these efforts is social listening. This strategy is leveraged by 59% of brands to gain insight into fan engagement and spending habits, and by 53% of brands to track evolving fan demands that can shape events, offers, and product and content development. By actively tuning in to their audiences, brands can turn surface-level interactions into deeper connections that can drive conversion.
The message is clear: Putting fans at the center of social engagement isn’t just effective—it’s driving tangible business results.
Li-Shen brings a data-driven approach to fan engagement, transforming the way teams leverage insights to build stronger relationships with fans. Her passion for sports combined with her expertise empowers her clients to make strategic decisions that enhance the overall fan experience and create new revenue streams.
Kat is the US Sports Practice leader and principal in Deloitte Consulting LLP. She has more than 15 years of consulting experience helping clients navigate complex business situations, such as large-scale transformations and acquisitions. As a leader in the Sports practice, Kat advises players in the industry on how they can maximize value from digital enablement opportunities across all aspects of their operations, from improving fan experience to generating new revenue streams. Kat received an MBA from The Wharton School at the University of Pennsylvania and a BA in business economics from UCLA. Kat currently lives in the Los Angeles area with her husband and two kids.
Kenny joined Deloitte Digital in 2021 as a managing director and head of social, content and influencer. In this role he helps Deloitte Digital’s clients meet their business goals through best-in-class social media strategies and activations. Prior to his time at Deloitte Digital, Kenny was Executive Director of Social Media at Grey Group NA. In this role, he led agency-wide efforts to deliver social content and activations – acting as the creative agency’s liaison with all social platforms. His leadership and hybrid talent reflected the agency’s expanding set of skills, better connecting creativity, technology, and human insight for the betterment of brands.
Christina is an executive strategy director at Deloitte Digital, where she oversees social innovation and creator strategy. In this role, she helps Deloitte clients navigate the rapidly evolving social and creator landscape, developing go-to-market and governance strategies that drive business objective through innovative approaches. Prior to joining Deloitte Digital, Christina spent nearly a decade building Creator Strategy practices at leading platforms including TikTok and Snap. There, she partnered with brands across various sectors to pioneer platform-first activations, with a focus on short form content, creator and influencer collaborations, and augmented reality experiences. Her expertise bridges the worlds of creativity, technology and emerging media to help brands stand out in the social space.
