Finding creative ways to engage fans beyond games can lead to higher engagement and new revenue sources

Eventification is an evolving word to describe turning a mechanical or internal process into a fan-facing event. The best example is the NFL draft. It was just a behind-the-scenes business meeting for decades. It was first televised in the 80’s as an afterthought and is now a 3-day event that draws higher ratings than a typical World Series or NBA playoff game. Following that example, teams, leagues, and agents can uncover opportunities to attract and engage fans by looking at their operations from a fan’s perspective to uncover untapped opportunities.

Here are a few starter ideas to inspire eventification thinking:

Move-In Day

Cleaning out the lockers at season’s end is a sad day for just about every team that didn’t win a championship. But move-in day is full of optimism for the season ahead. Let kids into the locker room to leave notes of encouragement to their favorite players or form a tunnel of cheering fans to welcome the players to their digs before the start of the season. Combine that with a tour of the facilities, and you have a brand new annual welcome event.

Taste of the Stadium

The days of reheated hot dogs are over as stadiums work to outdo each other with high-end and novelty offerings. Give fans a literal and figurative taste of the stadium experience by hosting a sampling of the newest team cuisine. You can even let attendees vote on potential new offerings to gauge potential demand. As part of the experience, give fans an inside look at the premium dining venues in the stadium.

Player Workout

For a player-based spin on this idea, build appreciation for the work it takes to be a professional athlete by posting a player’s typical strength or cardio workout. Host a session at a workout facility of choice for fans to see how they measure up to the professional level. 

Use your creativity to shape the things you already do to generate a unique fan experience.