Relocations of Sports Spectators’ Customer Experiences

Abstract

In this paper, we aim to explain a phenomenon of “Sports Spectators’ Customers’ Experiences’ (SSCX) locations”, overview today locations of sports consumption experiences for sports fans, find the changes in these locations, and define the main drivers of shift. It provides a concept for studying the effects of new technologies on sports spectator experiences, with the intention of future research at the intersection of topics Customer Experience (CX), Sports Spectacle (SS), and Technology. The main novelties of this study imply a rapid technology uptake and appear of absolutely new ways of sports spectating and locations. The culture of sports consumption and fans’ habits are the subject of changes, accordingly, it impacts SSCX. This study draws on pieces of literature spanning from technology, Sport Spectacle, Stadia, CX, Optimization strategy and combines them with data collection and analysis in the spirit of grounded theory. Data was collected in semi-structured interviews (N=10) with professional sports managers or technologies specialists. The outcome is a new conceptual framework on Locations and Relocations of SSCX. This question is important in the framework of the study of technological impact on SSCX. It helps Sports Managers and Marketing Professionals to better understand the research target audience, outline technological trends, find links and interrelation and define their impact.

Mass Diffusion of Modern Digital Technologies as the Main Driver of Change in Sports-Spectating Audiences

“…It means that nowadays the variety of sport content is accessible for global audiences at any time. The 24/7 accessibility of all types of sports content in different forms and formats makes sports consumption easier and more flexible, promoting the diversity and inclusivity of fans ( Glebova et al, 2020 ; Stijn Jacobs, interview).…”

“…By synthesizing the literature and collecting data, we were able to attribute the transformation of audiences in terms of their age, gender, health status, levels of mobility and flexibility, diversity and inclusivity, and the fading of individuality to digital technologies. Moreover, as a tool and means of accessing sports content, technology enables fans to be connected at all levels (i.e., peer to peer, community, sports organizations, clubs, and with sports celebrities) and for SSCX locations to change ( Glebova et al, 2020 ).…”

“…Accordingly, teams and leagues are expanding their marketing strategies globally—well beyond their geographical zones—and fans are able to affiliate strongly with distant teams ( Lianopoulos et al, 2021 ). As a result of digital transformation on a global scale, new sports fan classifications are emerging ( Giulianotti, 2002 ; Pu and James, 2017 ; Glebova et al, 2020 ). Notably, Nikolai (2020) proposes the term “dispersed fan” to embrace three types—distant fans, satellite fans, and displaced fans—in order to “describe the geographically distant populations of the global sports fan community,” pointing to the modern digitalized global sports fan community.…”

“…Furthermore, at the same time, Glebova et al (2020) describe the changes in sports spectacle culture as “physical” and “virtual” relocations from the experiential perspective: relocations of SSCX are explained through the prism of technological development and the evolution of tools for the consumption of sports content. Internet connectivity, paired with digital technologies, lets spectators enjoy greater flexibility in terms of their viewing setting—which allows for a more flexible environment for discursiveness and socialization to take place—and advanced media, for example, allows for real-time analytics and instant replay.…”

“…Internet connectivity, paired with digital technologies, lets spectators enjoy greater flexibility in terms of their viewing setting—which allows for a more flexible environment for discursiveness and socialization to take place—and advanced media, for example, allows for real-time analytics and instant replay. With the availability of sports content via multiple forms of telecasting and the Internet, sport fans can watch different kinds of televised sporting activities or follow their favorite teams and athletes from anywhere in the world ( Glebova et al, 2020 ; Kim et al, 2020 ). The COVID-19 pandemic has even accelerated technologies mass deployment and gaming trends among global fans’ community ( Glebova et al, 2022 ).…”