In a communication landscape defined by an explosion of content and a fragmented attention economy, many sporting organisations struggle to secure their share of fandom.

Legacy leagues and events, such as MLB or the U.S. Open, are increasingly losing engagement with younger audiences as traditional viewing habits shift (the former seeing a 14% drop-off in younger followers). New properties, meanwhile, struggle to justify their existence — think of the recent struggles of LIV Golf, or the split opinions over the Red Bull-backed Professional Skateboarding League.

Too many sporting organisations still rely on the product and a linear approach to connecting with audiences, built around the fixture list and on-field performance. Communications become reactive, and attention is mainly linked to goals, results, high-profile signings and personalities. Marketing is too often geared toward immediate commercial goals — ticket sales, merch drops — rather than building enduring affinity.

The result is sameness and indifference. Meanwhile, brands such as Nike, Adidas and Puma — the partners, sponsors and outfitters — capture more cultural value than the clubs themselves, despite building on the clubs’ intellectual property. Consider Puma’s kit collab with New York designer Kidsuper for the 2025 Club World Cup, where the most sought-after items rapidly sold out.

There is no shortage of fandom in sport. The challenge is ownership of it. Clubs and leagues have passionate, built-in audiences, yet many have failed to translate that into brand worlds that live beyond the pitch. They don’t activate beyond match day........

© Sports Business Journal