What Sports Teach Us About Keeping Our Customers.
Big sports have a knack for transforming casual viewers into lifelong fans. Think back to when you were a kid, did you have a poster on the wall or own some kind if merch from the club you supported?
Whether it’s the emotional rollercoaster of a live game, the deep sense of community, or the compelling stories of triumph and struggle, sports know how to captivate hearts. As a sports business, applying the same methods you can turn your customers into passionate fans who stick with you for the long haul.
1. Build a Community, Not Just a Customer Base
We go on about it all the time, but it’s because we want you to think about it all of the time. Sports teams thrive on community. From local clubs to global franchises, fans identify with teams as part of their identity.
Fans of Newcastle United call themselves the “Toon Army”. It originates from the Geordie pronunciation of “town” as “toon,” combined with the common football fan practice of adding “army” to signify unity and strength.
They proudly represent their team’s legacy and form a tight-knit community of passionate supporters.
💡UnGentle tip: Create spaces where your customers can connect—whether that’s an online forum, a social media group, or live events. Have ‘inside’ terminology and let people know they belong to something bigger. Encourage interaction and shared experiences to foster loyalty.
2. Create Emotional Connections
Sports evoke strong emotions—joy, heartbreak, triumph—which form deep bonds with fans.
Teams tell stories of players overcoming challenges, highlight moments of historic wins, and build narratives fans can emotionally invest in.
💡UnGentle Tip: Share authentic stories about your brand, employees, or customers. Highlight the challenges you’ve faced and how you’ve overcome them. Celebrate milestones and show the human side of your business. Before and afters work wonderfully to visually show the transformation someone can go through.
3. Consistency Is Key
Fans expect their teams to show up every season, rain or shine. This reliability fosters trust and loyalty and unwavering support.
Teams maintain consistent schedules (e.g., weekly games), which gives fans something to look forward to. There was a time when sports events didn’t pack out stadiums. Show up, even if the results haven’t come yet because if you don’t, they’ll never come.
💡UnGentle Tip: Be consistent with your messaging, offerings, and customer interactions. For example, regular newsletters, consistent customer service, and dependable quality build trust over time.
4. Celebrate Your “Super-fans”
Sports teams know their biggest fans by name and face, and they celebrate them. In return they market the club and a trusted, positive review from a fan is worth it’s weight in gold.
They have season ticket holders, dedicated fans on social media, and “fan of the month” spotlights.
💡 UnGentle Tip: Identify your most loyal customers and reward them. Shout them out on social media, offer VIP experiences, or send them exclusive content or products. Recognising your superfans strengthens their connection to your brand.
5. Create Rituals and Traditions
Sports fans love rituals, from singing the same chant to wearing specific colours on game day. These traditions create a sense of belonging.
Liverpool FC’s “You’ll Never Walk Alone” anthem is sung by fans worldwide before every game and let’s face it, it gives you goosebumps.
💡 UnGentle Tip: Establish brand rituals—whether it’s a recurring promotion, a specific way of engaging with your community, or even a quirky catchphrase. These traditions give customers a reason to keep coming back and feel part of something special.
6. Offer Experiences, Not Just Classes or Products
Sports go beyond the game itself—they’re about the entire experience. The amount of time sports teams are performing is tiny compared to what happens constantly around the sport.
NBA games include fan interactions like halftime entertainment and giveaways which can be as (or more exciting!) than the game itself.
💡UnGentle Tip: Think beyond the transactional. What experiences can you create for your customers? Webinars, behind-the-scenes looks at your business, or personalised thank you messages can make a huge difference.
7. Leverage FOMO (Fear of Missing Out) Classes or Products
Sports events are time sensitive. If you miss the game, you miss the action. We stick to the mantra, ‘live is the vibe’. Limited-time tickets and live broadcasts create urgency.
💡UnGentle Tip: Use time-limited offers, exclusive events, or early-bird deals to create excitement and urgency for your customers to engage with your brand, classes and business offers.
Sports don’t just attract fans—they create loyal communities that stick around for generations.
By applying these strategies to your sports business, you can do the same.
Build emotional connections, create memorable experiences, and foster a sense of belonging. In doing so, you’ll not only retain your customers—you’ll turn them into lifelong fans.