Why is it important to be able to connect with fans on the app and get a personalized relationship with them?
We know that our fans engage and consume our content in so many different ways, particularly the younger fans and younger audiences. They have an expectation for [the NBA] to be on the platforms that they care about, and be able to consume on the go, and be able to provide the depth of coverage, [such as] the behind-the-scenes type of content that we put in the app. The viewing modes, like vertical video that are really natural for their viewing behaviors, and creating a product that feels for them are also important. I think is critical to be able to deepen engagement with a fan base that you want to connect with every day.
What are your other priorities?
One thing we’ve historically been really good at is really leaning into our big major tentpoles and making those big moments, and I think that certainly is going to continue to be a priority and focus, but I also think there’s white space to be able to show up and reach our fans in more places and more areas aligned with interests that our fans care about, 365 days a year—in-season, but even more, out of season.
And so whether that’s aligning with the gaming audience, or the fashion audience, or the music audience, I think we have really big opportunities to deepen engagement by showing up as a brand and in places that you might not expect us to, and be able to reach those fans all throughout the year.
What have you found to be successful in engaging younger fans?
We are really happy with the fan base we’re able to reach today—half of our fans are under 35. The average age of the NBA fan is the youngest of all the U.S. leagues, and we’re continuing to engage with them. A lot of it is being on the platforms, and creating the type of content that we know is engaging to them. And personalizing that experience whether that’s in the app, or in our one-to-one communications. I think a big part of it being authentic, in terms of the things that matter to them.
We’re definitely trying to figure out how we make sure that when we have our messaging in the marketplace that we’re doing it in a way that’s authentic, and is value-based, and aligns with our audiences overall. And then I think we do a really great job making sure that we’re reaching our tech-savvy audience, whether that’s how we’ve shown up in the Web3 space, or how we create immersive experiences. I think all of that is a way to stay ahead and continue to engage the younger audience.
