It seems rare these days that a sports fan attends a game and leaves saying, “that met 100% of my expectations”. Personally, I find myself nitpicking at details that could use improvement when I attend a game, regardless of team performance. With an increasing number of channels available for feedback, it is important for fans to voice their opinion. It’s what happens next that can make fans feel appreciated.

Depending on a client’s objectives, fan research can help identify pain points and areas where teams can be more effective. If a client decides to take action based on research findings an important step that often gets overlooked is relaying the change to fans and letting them know, ‘Hey we heard what you had to say and this is what we are doing to be better.’ Something as simple as an email blast, newsletter, or an article on your website communicating change is crucial. Here’s why:


  1. It lets fans know that their voice is being heard.
    I can’t tell you how many times a client has said, ‘We were following up with ticket holders and asking about why they wrote ‘XYZ’ in the open-ended section of the survey. Their reaction was Oh, you actually read those!’ It is extremely important to keep fans engaged and happy. Fans feel that what they write WILL have an impact on future decisions. From a team’s perspective, although there are thousands of fans, it nice to show them that you value them individually.
  2. It lets fans know that you are making changes for improvement.
    Improving fan experience, shows fans that your organization is not getting complacent.


As a team, how do you communicate these changes?

  1. Follow up individually.
    Have account representatives jump on the phone and have personal interactions with ticket buyers. For example, ask, “Hey did you see we made this change? What are your thoughts on it or have you been able to check it out? Did you see an improvement?”
  2. Don’t do it once and forget about it.
    Circle back around when time has passed, relay the change again, and continue to make improvements. Keep notifying fans that their voice is being heard, and continue to be proactive in making changes and letting them know about it.


Maintaining fan satisfaction is a perpetual and ongoing process, but being open in communication and continually being engaged with ticket buyers helps bridge that gap. It takes a lot of time and manpower, but it aides forming personal relationships with fans and making them feel appreciated. The more fans feel that are being valued and feel like they are a part of the change, the more likely they are going to want to come back to your event.