The Global Institute of Sport recently hosted a masterclass on Fan Engagement and Marketing, bringing together two industry leaders to tackle the field’s most pressing issues.
The Global Institute of Sport (GIS), which offers a Master’s in Sports Business and Sports Analytics through the University of Newcastle, regularly holds masterclasses with industry leaders as part of its curriculum.
The latest focused on fan engagement and marketing, covering two key themes: the growing tension between live sport and online streaming, and the role of data in shaping the fan experience.
The panelists
Terry Lynam recently concluded her role as General Manager of Fan Experience and Events at Football Australia, overseeing the AFC Women’s Asian Cup on home soil.
Karen Grega is an experienced sports management consultant with a multi-code background. She currently represents Football Coaches Australia (FCA) and Heartbeat of Football, and has previously worked with Sydney Cricket Ground, Venues NSW and Sydney FC.
Live Sport and social media.
Terry Lynam opened with a pointed statement — one she acknowledged would be controversial. She argued that the sense of community unique to live sport is being eroded by social media and ‘snippet’ consumption.
Central to her concern is how marketing teams are failing to segment their audiences, treating casual online viewers the same as matchday fans.
“If they aren’t spending money on the sport we shouldn’t count them as spectators to the same level as match going fans.”
“What we want to consider as marketeers is how much we want to give away and how much we want our live sport element to remain,” Lynam said.
Grega echoed the sentiment, arguing fan engagement ultimately comes down to human connection. “It’s not rocket science.”
She suggested the industry revisit the concept of sport as a family outing to recapture that communal experience.
Data Driving Decisions
Both panelists highlighted data and analytics as central to modern fan engagement.
Grega recalled the introduction of computerised turnstiles as a turning point, enabling teams to track crowd movements and optimise staffing and entry times.
She also noted the continued value of fan surveys in informing marketing decisions.
Lynam pointed to ticketing technology as a significant data frontier.
Modern platforms like Ticketmaster’s ticket-transfer system now provide detailed customer insights.
“It allows us to have a better understanding of who’s getting the ticket and how they transport themselves there or when they arrive,”
“We can personalise their journey and sell content to them,” Lynam commented.
The discussion also touched on data sourced from social media and on-field player tracking, as well as interactive stadium technology gaining traction in the US.
This included holographic assistants and player headset interactions that bring a broadcast-style experience to live events.
Activations That Educate
Activations rounded out the masterclass, with Lynam detailing how she created a fan zone on a modest budget for the Women’s Asian Cup.
The activation featured charitable partnerships focused on women’s health, including Heartbeat of Football, Endometriosis Australia and Share the Dignity.
“I’m very hopeful that that type of idea gets pushed through on other sporting events,” Lynam said.
Grega elaborated on the Heartbeat of Football activation, highlighting how a competitive element built around CPR and heart health kept fans engaged while also educating them.
“The whole health hub ticked all the boxes — it was immersive, it was interactive, it was there for all ages, both sexes.”
“That sort of blueprint is one that should be replicated as much as possible,” Explained Karen Grega
The masterclass offered students and industry professionals a valuable window into contemporary sports marketing.
As the competition for fan attention intensifies, the blend of live experience, smart data use, and purposeful activations can help define the next chapters of fan engagement.
