How mobile apps are changing the game for fans

How mobile apps are changing the game for fans

Mobile apps add so much to a sports fan’s enjoyment of the game, whether they are at home or in the stadium. Steve Tan, Vice President and General Manager EMEA/APAC at Airship, outlines how sports marketers can make the most of apps to nurture their loyal fans and turn casual supporters into loyal advocates.

Being a sports fan doesn’t stop when the game ends. Many supporters enjoy re-living the match highlights as much as watching live videos, and fans are part of a community when they’re able to continue celebrating (or commiserating) online after the final whistle.

Mobile apps have become a pivotal tool for keeping fans engaged with sports brands wherever they are. Why? Mobile app usage is a sports fan’s most common activity when watching the big game; according to Nielsen, already over a fourth of UK sports fans use apps to specifically follow their favourite team.

Sports marketers benefit from a mobile app’s ability to identify and nurture their Most Valuable Fans (MVFs). With advanced analytics and rich user profiles, apps allow teams and organisers to understand fan preferences deeply, deliver targeted offers, upsell and other value-driven actions. This approach strengthens the connection between fans and brands, turning casual supporters into loyal advocates.

Real-time features, personalised engagement and behaviour-driven strategies are redefining fan experiences, ensuring that whether fans are in the stadium or at home, they’re always part of the action.

Keep consumers’ heads in the game with mobile apps

The rise of mobile apps blurred the lines between in-venue and remote fan experiences to provide fans with the feeling that they’re connected to their team no matter where they are.

Pairing apps with mobile wallet, elevates in-person experiences for sports enthusiasts. The NBA’s Phoenix Suns and official gaming partner, FanDuel, held special promotions for in-stadium fans with US$10 FanDuel bonus bets when the team scored more than 30 points in the first quarter. For easy retrieval, attendees received individualised redemption codes via its in-app message centre and Google Wallet or Apple Wallet. This real-time experience offered more fun and spontaneous moments for the brand to engage customers.

By integrating real-time features like Live Activities, beacons and location-based notifications, apps offer personalised interactions that keep fans engaged wherever they are. Offering dynamic updates pinned directly to users’ lock screens during the game provides an unintrusive way to keep fans informed while encouraging more connection with an app.

During March Madness, an annual American college basketball tournament, app users who launched Live Activities experienced 600% more app sessions compared to those who didn’t. We found that these features both simplified access to live content and drove more app opens and page views – proving that real-time tools can significantly boost fan engagement. By providing instant access to scores, updates and more, apps create a seamless, interactive experience that capitalises on sporting moments.

The US Open app used location-targeting to create a tailored experience; personalised ‘day guides’ reached those at the event and notifications enhanced engagement for those at home. The result was over 50% open rates for live-streaming alerts and 32% click-through rates for last-minute ticket offers. By tailoring experiences to specific user contexts – such as on-site attendees versus viewers within driving distance of the tournament – the app ensured that its content felt relevant and valuable to each recipient.

For fans off the court, France TV leverages a suite of five mobile apps to offer personalised, real-time experiences tailored to individual user preferences. During large sporting events like Roland Garros, the Tour de France and the Olympics, the broadcaster’s apps offer notifications that ensure users never miss a highlight. With a 30% audience share in France, the broadcaster enhances traditional viewing by allowing fans to customise their experiences to match their preferences – whether it’s a critical match update or an in-depth article. This combination of real-time updates and personalised content connects fans more deeply to events, bridging the experience gap between fans on-site and at home.

Leverage first-party data insights to engage sports viewers

With third-party cookies being phased out, mobile apps offer one of the best opportunities for brands to gain first-party and zero-party data to build stronger relationships with customers. Brands can gather insight on consumer preferences, needs and behaviours, especially during peak app installs periods around notable sports events. There is also a growing expectation by fans to be served relevant content, with 77% of UK consumers, according to our Mobile Consumer Survey, willing to share their interests with brands in exchange for personalised interactions and exclusive incentives.

The shift from driving app downloads to sustaining user engagement is crucial for building long-term loyalty. France TV’s app strategy focuses on retention and activation rather than raw download numbers. However, the challenge remains that only 8% of new app users return on the 30th day post-download.

To combat this, France TV leverages first- and zero-party data to create personalised user journeys that encourage users to come back regularly. This approach includes targeted push notifications and in-app messaging tailored to users’ preferences and behaviours, providing them with valuable content and exclusive offers. A key factor in France TV’s success is the close collaboration between product and marketing teams. This unified approach ensures the delivery of meaningful experiences that resonate with users and promote ongoing engagement. MVFs can be nurtured through personalised rewards and gamified experiences, further strengthening their connection with the brand.

How to hit a home run with your mobile marketing app

The Phoenix Suns, US Open, March Madness and France TV’s app experiences highlight a powerful truth: mobile apps are no longer just an accessory to fan engagement – they’re the cornerstone. Whether through real-time updates, location-based notifications or deeply personalised content, mobile apps provide unparalleled opportunities to connect with fans and keep them engaged before, during and after events.

Marketers looking to maximise the potential of mobile apps should focus on using real-time notifications and Live Activity lock-screen updates to deliver seamless, dynamic content and prioritise personalisation by capturing and utilising fan preferences to create tailored experiences, as well as shifting performance metrics from app installs to sustained engagement. Build trust by respecting privacy and putting customers in control of their data to deliver meaningful, personalised interactions that keep them coming back.

By integrating these strategies into their mobile marketing efforts, brands can turn every touchpoint into an opportunity to deepen fan loyalty, increase engagement and drive long-term value. With the right approach, mobile apps can become your most valuable player in the game of fan engagement.

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