Americans and fans around the world are realizing just how important sports are to their daily lives. At this very moment, when the world is confronting one of the most tragic pandemics in history, there could not be a more opportune time for leagues, teams and athletes to engage fans to help them get through the stress, strain, anxiety and uncertainty that prevails. At a time when fans can’t escape to their favorite sports except via reruns, digital media gives athletes and the teams they play for the opportunity to connect with fans in ways previously unimagined.
Beyond the philanthropic efforts of which there are many great examples, athletes have a unique opportunity to connect with fans on another level. To come into their living rooms with practical conversations about how they and their families are coping with the crisis. But to also offer practical advice and tips on a range of topics specific to their sport or more generally sharing ideas for advancing individual health and well-being. We’ve already seen some good examples of this, including:
■ Pittsburgh Steelers quarterback Ben Roethlisberger and his family sharing their favorite home activities.
■ Tennessee Titans offensive lineman Ben Jones sharing his workout routine.
■ Ohio State head football coach Ryan Day sharing mental health tips.
■ Golfer Luke Donald posting an instructional video for practicing at home.
These examples are just the beginning of where creative athletes and teams could go to engage their fans. Imagine Rory McIlroy offering a chipping lesson on Facebook Live to an eager audience of golf fanatics. Or Serena Williams taking tennis novices through a workout routine to better their game. Or LeBron James giving a lesson in his kitchen on dribbling technique. There’s an opportunity to not only give fans a chance to develop a larger appreciation for the sports they love, but also allow athletes to build more intimate relationships with their biggest fans.
While these activities can and should be initiated and carried out organically by athletes, using their own social media channels, the leagues and teams can play an important role in helping to curate and syndicate the content through their channels as well. And, while we are at it, perhaps there also is an opportunity for linear and cable networks to carry some of this type of content in lieu of another replay.
It is in these moments that I am reminded of the tried and true sports metaphor — adversity reveals character. In this case, I think it also can reveal creativity. In a time where fans need their sports more than ever, we should be finding new and compelling ways to give them what they want.
Jeff Hunt is a founding partner of Legend Labs, a global communications consulting firm, and author of “Brand Under Fire: A New Playbook for Crisis Management in the Digital Age.”
Questions about OPED guidelines or letters to the editor? Email editor Jake Kyler at jkyler@sportsbusinessjournal.com
