Sport is about more than winning and losing – especially as even the best teams have their bad days and come out on the losing side of a contest.
The most committed fans are there in defeat and will be back again when it counts. But the challenge for the clubs they follow is in understanding how a fanbase pulls together in those difficult days after a loss – or amid a run of them – and how it emerges stronger.
Most of that process happens far away from matchday, in the many careful and empathetic decisions that go into building a thriving community. Still, teams can also find the right reaction in the moment to bring everyone behind the cause.
Adjusting social and content strategy
Nobody envies a club’s social media admin in the moments after a disappointing performance. Nevertheless, a well-judged response can help set the right tone for the days ahead.
There is a balance to be struck between acknowledging defeat and giving supporters the floor. For one thing, it is probably not the time for overtly sales-driven messaging, which is likely to provoke irritation in the short term and cause negative long-term reputational damage for partners.
Different groups have their own way of processing the result. Some will disengage, others prefer to vent via private or fan-owned media. Once again, for clubs hoping to capture as much of the activity and debate as possible, the key work is ongoing: building trust in official channels and making them vibrant, enjoyable places to be.
Moving forward together
Bad results are a natural part of sport. Eventually, and inevitably, focus will shift to the next game.
In the meantime, though, fanbases can rally around content that reminds them of the power of their shared association. That could be archival video of earlier triumphs, features that elevate fan voices or champion club legends, or charity drives and showcases of club-led community work.
Then as the next matchday looms, a beaten club can put everything into giving fans the value and experience they deserve.
Rewarding commitment
Tiparra’s solutions are helping more and more teams bring their communities together through meaningful digital engagement.
Our platform centralises content and communication through a white-label mobile app, alongside other interactive features and core functions like ticketing and merchandising. And the club membership schemes it powers can offer fans some brilliant additional benefits, while also yielding more first-party data and insights for clubs to improve their operations and commercial returns.
In other words, no matter the outcome on the pitch, Tiparra’s platform helps bring supporters and their teams together – and with good cause. There is always another game but for most fans, there will never be another team.
