Esports as a foundation to
engage younger generations
with traditional sports

Technology has been the main driving force, but the live experience is still the most important and will remain so for many reasons. In the end, people want to watch the match, see Messi play, watch Pep Guardiola discuss with the players—that is the main foundation. That’s why people love sports.

If they have the opportunity to attend a live match, they will do so. If they are (temporarily) unable to, the club must facilitate their virtual participation. During and after the match, people want to post match photos or selfies on the LED boarding and social media, but that remains an extra. Technology is a bonus and enhances even better experiences, but it is not the essence; the essence of sport is the competition, what happens on the field, the emotional environment.

Technology is there as a supplement to the live experience, to ensure that fans have a voice. And teams will need to use more technology to stay connected and deliver better experiences. Hybrid events could be something some organizations might consider on a permanent basis. The first to have fans on virtual stands were the NBA teams, a practice that many other leagues have adopted and which could be continued by some organizations. Virtual tours also seem useful, as do live chats with athletes… One of the lessons from covid is that you need to use technology to make sports organizations more inclusive and to ensure that, wherever you are, you are always part of the community. Technology plays a decisive role in this.

Let’s talk about the esports factor. Football clubs and associations, for example, are increasingly getting involved. What can football clubs learn from the esports industry to increase fan engagement, especially among the younger generation?

Esports is growing worldwide by about 15% annually. Esports are here to stay, even though some people don’t like them as much. They can be—and in many cases already are—a good way to make connections, especially with young consumers, to promote certain offline activities of the team, and to improve the team’s following. Moreover, esports can be useful for teams to see how they can connect online with young fans. Esports can form “the” foundation for involving younger generations in traditional sports (today and in the future). More and more major football clubs are setting up their own professional esports teams. In the long run, traditional and esports teams will therefore work together and be managed together, both in terms of sports framework and business. As one sports entity, brand, and entertainment channel.

But at the same time, there is still a grey area around esports, in terms of addictive behavior and other health-related issues. They are certainly a way to attract young consumers, but we need to be careful. Footballers have a prominent role in society, they influence many people, so we must ensure that esports are used for the well-being of all, that no one is harmed or does anything detrimental to society. Esports can generate more economic benefits for teams, it can and should be a source of engagement, but we must be careful with certain practices; learn more about the good it can bring us and prevent the harm it can cause.