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Real-time engagement will reshape sports.

By Rory Squires February 25, 2021


Real-time engagement is becoming an increasingly essential tool for sports rights-holders, broadcaster and brands that are seeking to build fruitful relationships with key target audiences. However, many in the industry remain unaware of the opportunities and challenges.

Photo credit: Tourism Victoria - Attribution 4.0 International. Image layered under template.


The task of maintaining fan engagement with an increasingly demanding audience via digital channels has taken on extra significance over the past year.

Even before the pandemic though, it was clear that fans were craving a deeper level of social interaction during sports events that real-time engagement (RTE) can bring.

In 2018, a PwC study found that 56 per cent of fans wanted more interactive features during sports coverage. With the pandemic having starved human-to-human interaction, sports rights-holders have continued to plough resources into attempting to open up unsynchronised two-way conversations via social media, retrospectively measuring ‘engagement’ through numbers of likes, retweets or comments.

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