REINVENTING THE

SPORTS EXPERIENCE
SPORTS + FAN EXPERIENCE TRENDS 2017 ANALYSIS & 2018 FORECAST | DIMIN.COM
 SECTION 1 | THE CURRENT STATE OF AFFAIRS
04 THE ULTIMATE GOAL: BUTTS IN SEATS
Four key facts about the current state of affairs in the sports industry.

05 CHANGING THE GAME: PUTTING FANS FIRST

A look at Mercedes-Benz Stadium’s choice to put fans first and how it’s
paying off.

06 TODAY’S FANS
Diving into what makes up fans.

CONTENTS
SECTION 2 | 2017 SPORTS + FAN EXPERIENCE TRENDS
08 2017 TRENDS
Two main trends that rose up in the ranks in 2017.

SECTION 3 | 2018 TRAJECTORY

10 2018 FORECASTS
Five trends on the rise in 2018.

12 TRENDS IN DETAIL
Dive deeper into some of the 2018 trends and learn more.
 TH E C URRENT STATE
OF AFFAIRS

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03 SPORTS TRENDS ANALYSIS + FORECAST
 HOME AMENITIES INCREASE IN QUALITY, SO STAYING
HOME TO WATCH THE GAME IS MORE ATTRACTIVE

THE ULTIMATE GOAL: FRANCHISE OWNERS ARE INVESTING BIG TIME IN

BUTTS IN SEATS AMENITIES + EXPERIENCES MEANT TO IMPRESS
It’s no secret: sometimes the best game-day experience you can
have is seated on your own couch, cracking open a (cheap) cold
one, grilling your own (affordable) burgers and hot dogs in the


backyard, and watching the game on livestream or cable. It’s a
battle every stadium is waging. How to get those fans in seats?

Owners, sponsors, and venues are turning to experiences as

“THE BASICS” NOW INCLUDES: FOOD, DRINKS,
the answer. Offering fans bigger, better, and more thrilling
experiences and amenities—specifically ones that they can’t get at
home—is becoming a clear way to a fan’s loyalty and attendance.
LOUNGES, AS WELL AS WIFI + CHARGING STATIONS

HIGHLY RANKED STADIUMS HAVE HIGHER FAN EQUITY

AND TEAMS WITH BETTER-RANKED STADIUMS ALSO
ENJOY BETTER WINNING PERCENTAGES
(SUGGESTING A POSITIVE CYCLE OF STADIUM
EXPERIENCE, RESULTS, + EQUITY/ENGAGEMENT)

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04 SPORTS TRENDS ANALYSIS + FORECAST
 79% OF FANS SAY TICKETS TO LIVE SPORTS ARE OVER-
PRICED, HOLDING THEM BACK FROM ATTENDING

CHANGING THE GAME:

PUTTING FANS FIRST
Mercedes-Benz Stadium is on the forefront of changing the approach
in an effort to accommodate their fans. By reducing the prices of food
and beverages, they’re seeing an increase in both fan satisfaction and
34% OF FANS FEEL THAT STADIA SHOULD PRIORITIZE
INVESTMENTS IN FOOD AND DRINK SERVICES
revenue generation. The SportsBusiness Journal reported a 2.8%


jump in overall attendance for the Atlanta Falcons home games

MERCEDES-BENZ STADIUM DRAMATICALLY DROPPED

in the 2017 season, making them one of nine teams to see an
attendance bump, out of the NFL’s 32 teams.

FOOD/BEVERAGE COSTS BY 50%, AVERAGE SPENDING

“Arthur Blank’s vision, resolve and significant investment to improve the
fan experience by listening to the fans, and including them in the process
of addressing their stated pain points, drove us to this new approach,”
said Steve Cannon, AMB Group LLC’s chief executive officer. “This was
first and foremost a huge investment in the fan experience and training
gameday associates in an entirely different way to deliver on it. We’re
PER FAN INCREASED 16%
certainly pleased with what we’ve seen so far, but there is more work to
do. Delivering a great fan experience and business innovation are never-
ending missions.”

6,000 FALCONS FANS (PER GAME) ENTERED MBS

EARLIER THAN IN PREVIOUS YEARS TO TAKE
ADVANTAGE OF FOOD AND BEVERAGE OPTIONS
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05 SPORTS TRENDS ANALYSIS + FORECAST
 THE 24/7 FAN
With smart phones, tablets and
4G mean that being a fan is a
24/7 experience.
TODAY’S FANS
NOT STRICTLY SEASONAL
Fans are interested in out-of-season sporting
content, such as: in-depth season analysis,
athletes’ lives beyond the sport, historical
sporting moments, etc.

Today’s fans are even more connected than ever before, but generally
the driving reasons behind why they’re fans stay the same:
01 Entertainment | The enjoyment that comes from

90% 85%
watching sports as a leisure activity.
02 Escape | The use of sports as a diversion from
everyday stress or boredom.
03 Eustress | The highs (and lows) fans experience as
teams are winning (and losing).
04 Aesthetic | The beauty of watching a highly skilled
athlete perform. BELIEVE ANYONE CAN BE SAY A SPORT WOULD BE
05 Learning | The fan watching to learn from and be
A SPORTS FAN NOTHING WITHOUT FANS
inspired by the participants.
06 Achievement | The feelings of vicarious achievement
fans share when their team wins.
07 Connecting | The sense of belonging fans feel by being
connected to a larger group.
08 Bonding | The use of sports to bond and spend quality
time with family.

SHORTER ATTENTION SPANS DEMANDING MORE ENGAGING,

Millennials and Gen X fans are
harder to capture due to short-
attention-span-theater.
IMMERSIVE EXPERIENCES
Fans want to be closer to the action, to
the athletes, to the stats and to the most
revealing camera angles. They want the
insider’s view.

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06 SPORTS TRENDS ANALYSIS + FORECAST
 2017 SP ORTS +
FA N E X P ERIENC E TRENDS

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07 SPORTS TRENDS ANALYSIS + FORECAST
 20
WHERE WE WERE IN

SPONSORS BUYING INTO THE EXPERIENCE ECONOMY

With many sponsors existing in a single space, the more a brand can make their contribution
seem organically intertwined with the event, the higher the chances fans will remember and
connect with that brand in the long term. “My general view on fan engagement is that we’re
still in the early days and it’s only going to get harder to engage people meaningfully…Don’t go
in and just bring your logo. One of the richest things you can do is to make the experience

17
better.” — Roel de Vries, Global Head of Marketing & Brand Strategy at Nissan


SOCIAL-FOCUSED DESIGN
It’s no surprise that social media has become a crucial part of the game day experience.
3 in 4 fans post to social media while watching, and with fans being 2x more likely to post
from a stadium than from home, it’s becoming even more important to design with so-
cial media in mind from the beginning. In the long run, it’ll pay off. Social media feeds the
FOMO [Fear of Missing Out] mentality and become free, organic marketing.

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08 SPORTS TRENDS ANALYSIS + FORECAST
 201 8 TRAJECTORY

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09 SPORTS TRENDS ANALYSIS + FORECAST
 20
WHERE WE’RE GOING IN

 NURTURE PRE/POST-GAME ENTERTAINMENT

While the game itself may only be a couple hours, the pre- and post-game entertainment
can extend for hours before and after. For many, the tailgating can be their favorite part of
the game-day festivities. Nurturing and providing more entertainment for those times will
encourage fans to spend more time on the property.

18

 EXCLUSIVITY AND INCLUSIVITY
With the goal of filling seats in mind, sporting events will have to start walking a fine line of
providing exclusive events and experiences to their guests, experiences that they won’t be
able to get at home, but also increasing the inclusivity of events—experiences that can be
enjoyed by the entire family, regardless of age, gender, etc.

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10 SPORTS TRENDS ANALYSIS + FORECAST
  TECH INTEGRATION

20
WHERE WE’RE GOING IN WOW MOMENTS + CONVENIENCE
State-of-the-art technology is increasingly integrating itself into the stadium and sporting
event scene. Technology has the power to create both wow moments and to also create a
more streamlined experiences—everything from holographic representations of players to
wayfinding throughout the venue to being able to handle entry, beverage purchases, etc. all
in one RFID bracelet.

 GAME VS. EXTRACURRICULAR ACTIVITY

18
 A BALANCING ACT
As teams and brands successfully draw fans to stadiums’ exclusive venues and can’t-miss
experiences, there will be a balancing act required to keep fans engaged with the game
itself. Owners, teams and sponsors will continue to choreograph all aspects of stadium
design, so that fans experience the stadium to its fullest, but are in their seats to cheer on
their team.

 eSPORTS
Between being more accessible to general audiences due to live streaming and being able
to have the “ultimate front-row seat,” eSports are building momentum as a popular—and
sometimes preferred—sport among younger generations (Millennials + Gen Z).

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11 SPORTS TRENDS ANALYSIS + FORECAST
 NURTURE PRE/
POST-GAME
ENTERTAINMENT
46% of fans stated they attend live events for the pre- and post-
game activities. Finding ways to bring the tailgating vibe inside and
carrying it through the game is a key way for venues and sponsors
to connect with fans.
01 AT&T Perch, Mercedes-Benz Stadium, Atlanta, GA | Sporting 1
114 screens, the AT&T Perch is a coveted seating area. Season
ticket holders have been known to arrive to games early to
snag a seat to either catch coverage of the current game or
keep up to date on their other favorite teams. Experiential
Design-Build + Sponsorship Management: Dimensional
Innovations | Owner: Arthur M. Blank Sports + Entertainment
| Owner’s Rep: Darden & Company | Contractor: HHRM |
Architect(s): tvsdesign, HOK
02 Vikings Voyage, US Bank Stadium, Minneapolis, MN | Over
72,000 fans have access to the Vikings Voyage every home
game. Fans can play interactive games, keep track of their
scores via RFID technology, learn about Vikings’ history, and
more before, after, and during the game. Experiential Design-
Build: Dimensional Innovations

2
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12 SPORTS TRENDS ANALYSIS + FORECAST
 CONTINUED
NURTURE PRE/
POST-GAME
ENTERTAINMENT
03 American Family Insurance, Mercedes-Benz Stadium, Atlanta,
GA | The American Family Insurance activation zone on the
concourse 200 level will inspire fans to “Dream Fearlessly”
with a larger than life Atlanta Falcons Helmet, an oversized
Atlanta United jersey and column graphics. This zone offers
inspirational kiosks with downloadable screensavers, and
an ever-changing Dream Mosaic. Experiential Design-Build +
Sponsorship Management: Dimensional Innovations | Owner:
Arthur M. Blank Sports + Entertainment | Owner’s Rep: Darden &
Company | Contractor: HHRM | Architect(s): tvsdesign, HOK
04 Atlanta Braves, The Battery, Atlanta, GA | Connected to
SunTrust Park, the Battery Atlanta features upwards of 400,000
square feet of retail and is home to a variety of unique retailers.
Fans can shop, dine, and catch live entertainment before and 3 4
after the game. Custom Fabrication (LED Baseball): Dimensional
Innovations and Nanolumens
05 LA Rams Inglewood Stadium + Hollywood Park, Inglewood,
CA | The 70,000-seat, open-air facility that will be shared by
the Rams and the Chargers in Inglewood is the centerpiece of
a $2.6 billion, 298-acre development that will be 3½ times the
size of Disneyland. Architect: HKS Architects

5
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13 SPORTS TRENDS ANALYSIS + FORECAST
 EXCLUSIVIT Y AND
INCLUSIVIT Y
“
The shift towards greater inclusivity—more fam-
ilies, more women, more children—is absolute-
A great deal of diversity can come with designing with inclusivity and
exclusivity in mind, which can help a venue reach a larger audience.
This can include everything from the most exclusive of clubs to
ly true. Activations around big sponsorships have
building spaces that include the youngest members of the family in
the game day fun!
increased dramatically, and this is partly because
more families, women and children are coming,

”
but also because the expectation of the event is
getting bigger. —Roel de Vries, Global Head of Marketing & Brand Strategy
at Nissan

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14 SPORTS TRENDS ANALYSIS + FORECAST
 EXCLUSIVIT Y AND
INCLUSIVIT Y
01 Gullwing Club, Mercedes-Benz Stadium, Atlanta, GA | The
Mercedes-Benz Gullwing Club is the most exclusive club in

+
Mercedes-Benz Stadium. The Gullwing Club offers complementary
top-end food and beverage services for its members that can be
enjoyed in an open, shared space or brought back to the suite for
a more private setting. Experiential Design-Build + Sponsorship
Management: Dimensional Innovations | Owner: Arthur M. Blank Sports
+ Entertainment | Owner’s Rep: Darden & Company | Contractor: HHRM
| Architect(s): tvsdesign, HOK
02 Cleveland Indians Kids’ Clubhouse, Progressive Field, Cleveland,
OH | The dedicated kid-centric space includes a nice blend of
physical and interactive play with both high-touch and high-tech,
giving kids from ages two to twelve a great way to interact with their
favorite team. Experiential Design-Build: Dimensional Innovations

DIMIN.COM
15 SPORTS TRENDS ANALYSIS + FORECAST

01 / EXCLUSIVITY 02 / INCLUSIVITY
 eSPORTS

“
The eSports industry is growing, and growing fast. Currently,
the revenue generated from the fans of eSports is relatively
small ($0.33/fan verses larger sports, like basketball, earning
approximately $15/fan). To elevate the experience of eSports beyond
the free livestreaming they can get at home means more dedicated
eSports arenas. But don’t picture it like a standard bowl that say
football may be played in...eSports calls for something different.
These stadiums will end up looking more like music festivals, a main
The esports audience includes some of the hardest-

”
event in the primary seating bowl, but with plazas and lobby spaces
are all working in concert together. eSports enthusiasts are looking
for this to be an immersive, social experience.
to-reach and most sought-after demographics for
Technology also plays a huge role in the eSports economy and
these stadiums will have to be at the forefront of tech, the audience
marketers and advertisers.
expects it. But this puts eSports at an advantage. Through integrated
tech like VR, they can offer the best seats in the house—literally —Bobby Kotick, Chief Executive of Activision Blizzard
being in the game.

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16 SPORTS TRENDS ANALYSIS + FORECAST
“
SPORTS IS ENTERING A
NEW ERA OF PARTNERSHIP.
J U ST I N WO O D
S P O R T S P R ACT I C E D I R E CTO R
JWOOD@DIMIN.COM

With nearly 20 years experience in communicating and developing

TEAMS, SPONSORS AND meaningful projects with clients, Justin Wood brings an unparalleled
range of experience to Dimensional Innovations as the Sports Practice

FANS ALL NEED EACH Director.

OTHER MORE THAN EVER Justin feeds his passion for developing matchless, engaging experiences
for clients by focusing on dynamic environments primarily in the sports
BEFORE. BUT ONE THING and entertainment industries. For the last five years, Justin has led the

”
charge on building DI’s sports portfolio through developing sponsorship
IS TIMELESS. THE LOVE activations, halls of fame and branding experiences.

FOR THE GAME. His leadership in projects help sports brands improve the fan experience by connecting their story to the interactive and
physical environments. With over ten years of experience at DI, Justin’s resume also boasts seven years of running his
own design-build consulting company and three years experience in education.

Justin is an active member of the International Association of Assembly Managers, the Association of Luxury Suite
Directors, the American Association of Museums and the Society for Environmental Graphic Design. He has presented at
ALSD, SEGD’s Dynamic Environments series and his work has appeared in the Sports Business Journal.

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17 SPORTS TRENDS ANALYSIS + FORECAST
D E SIG N. M AKE. INNOVATE.
SOURCES
How Technology is Reinventing the Sports Fan Experience. Ross, Stan. NabShow.
The Future of the Sports Fan. Performance Communications, Canvas8.
Top 8 NFL Stadiums with the Coolest Features for Fans. Fandemonium. August 8,
2017.
Fan Engagement: From Match Day to Every Day. Fowler, David and Geoff Wilson.
Sports Venue Business.
Is winning the only factor that significantly affects sports brand engagement?
Kirkpatrick, Kate, Evan Hathaway, and Tom Milavec. Gensler. 2016
7 In-Stadium Activations Your Fans will Love. Brizi. July 25, 2017.
3 Types of Sponsorship Activations that Drive Brand Engagement. Eventbrite.
September 6, 2017.
Crystal Ball: Trends to Watch in 2017. January 9, 2017. ESP Sponsorship Report.
5 Brand Activations that Generated Big League ROI. Tailgating Sports Marketing.
October 2, 2017.
Top Trends in Sports Stadium Design: The ‘Battle for the Fan’ is on. Slowey, Kim.
Construction Dive. July 28, 2016.
Social Media Streaming Can Attract Sports Fans, but It Has More to Do. Nichols,
Laura. Morning Consult. March 27, 2017.
What you need to know about sports marketing in 2017 and beyond. Bashford, Suzy.
Campaign. March 6, 2017.
Gamers Paradise: The Rise of eSports Arenas. Malone, David. Building Design +
Construction. January 18, 2018.
A Look at the Inglewood Stadium That’s the Future Home of Rams and Chargers.
ESPN. January 4, 2018.
Fan Survey: Mercedes-Benz Stadium’s Food and Beverage Program Ranks No. 1 in
NFL. Atlanta Falcons. January 25, 2018.
‘Fan First’ pays off for Falcons, United. Smith, Michael. Sports Business Journal.
January 29, 2018.
eSports Advertisers need to be fans first, marketers second. Chikhani, Riad. Venture
Beat. January 20, 2018.