Fanning the flames of passion

Any sports rights holder knows that fans are the lifeblood of their business – and that superfans are the most valuable asset of all. But a new data-led report from Two Circles suggests that rights holders should be paying more attention to ‘casual’ fans.

In Nurturing Lifelong Fandom, Two Circles confirms that 66% of all sports consumption comes from a hardcore 20% of all fans. But the firm goes on to suggest that rights holders focus too much energy on this group – at the expense of the casual fan majority.  Read on..