Athlete role-models and their impact on fan engagement and loyalty
By Stefanos Gregoriou, The Sports Financial Literacy Academy, Nicosia, Cyprus
Athletes, without a doubt, have great influence over their supporters; being a source of inspiration to their fans.
This, in turn, can significantly affect fan engagement and loyalty to a sport and to the athletes themselves.
This Post will look into how athletes can influence fan engagement and loyalty through community outreach and philanthropic causes; the values and qualities they present; their communication with the general public; as well as personal stories of triumph over adversity.
Athletes are more than just entertainers: they are also promoters of their sport and community. Therefore, they have a responsibility to set an example for their fans, both through their actions on and off the field. Athletes that demonstrate qualities that people like and respect, such as hard work, devotion and sportsmanship, can encourage supporters to aspire for greatness in their own lives. If the values athletes portray align well with those of their fans, this can create a sense of collective identity and belonging, boosting engagement and loyalty.
Athletes can impact fan engagement and loyalty through their involvement in community outreach and philanthropic projects.
Many athletes utilize their position to raise awareness and funding for a wide range of social causes, including poverty, sickness, and education. By doing so, they make a positive impact on the world, whilst also strengthening their bonds with their supporters. LeBron James is a prime example of an athlete, who has made significant contributions to society through his philanthropic efforts, such as his ‘‘I Promise School’’ in Akron, Ohio. This can create a sense of mutual appreciation, leading to greater fan loyalty towards the athlete.
When athletes use their wealth to make a difference, they set an example for their fans and inspire them to do the same.
For example, tennis player, Serena Williams, is known for her savvy business acumen and investments in startups and other ventures. She has also established the Serena Williams Fund, which supports education and empowerment programs for underprivileged communities.
Athletes also inspire fans through their personal stories of triumph over adversity, to which their fans can relate.
Many athletes come from humble beginnings and have overcome significant challenges to achieve success in their sport. When fans hear these stories, they are inspired by the athletes' perseverance and determination, and they become more invested in their success. For example, NFL quarterback Tom Brady's story of going from a sixth-round draft pick to one of the most successful quarterbacks in NFL history resonates with fans who see him as an underdog who has overcome the odds to achieve greatness.
Moreover, with the wide range of means through which athletes can communicate directly with their fans in the era of social media, they can more openly share sports as well as life experiences with their fans, creating a more personal connection with them. This can create a reciprocal relationship of loyalty and enhanced engagement over time.
To conclude, athlete-role models, who utilize their power to have a positive impact on society and who inspire and educate their supporters, can foster a deep sense of engagement, belonging and loyalty over time, given that they acknowledge the responsibility that comes with being a role model and using their platform wisely.
Through its education programs, the Sports Financial Literacy Academy (SFLA) has the vision to financially educate and empower athletes of all ages to become better people, not just better athletes. For more information on our courses, our SFLA Approved Trainer Program®, and how they can benefit you and your clients, please contact us at ‘