Wow experience in sport: What is it?

Sport offers many opportunities to enhance the experience of fans attending these events, which increases the revenue generated from them.

However, finding the right strategy is far from simple, and many sports teams wonder how they can tailor their offerings to meet the preferences of fans.

University programmes such as the MBA in Sports Management and the Online MBA in Sports Management at Escuela Universitaria Real Madrid -  Universidad Europea, will help you gain a deeper understanding of the needs and desires of fans in the sporting environment.

What is a WOW experience in the world of sport?

We understand a WOW experience as an experience that is different from others because it exceeds the customer's expectations and meets their deepest emotional needs.

In the marketing world, these unforgettable moments created in WOW experiences serve to generate an emotional bond with a certain brand.

But how does this relate to the world of sport? The answer is very simple. According to data from the Spanish Government, only 31.1% of the population expresses interest in attending sporting events. This has meant that professionals in the sports sector in our country have been forced to reconsider how to organise a sporting event in a way that makes it more attractive to fans.

The WOW effect, with its ability to attract spectators and offer them a heightened experience, is one of the strategies being used in this field.

Key features of a WOW experience

WOW experiences are designed to surprise, entertain and excite spectators of sporting events. To do so, they must have the following characteristics:

• Friendly: the spectator or customer must perceive that the experience they are about to experience will be friendly and approachable.
• Special: it must be seen as unique, specially designed for the spectator.
• Sincere: it is important that the experience is credible and inspires trust.
• Original: it must be different from other actions carried out by the competition.
• Simple: it should not be complicated or difficult for the viewer to understand.
• Memorable: it must be so memorable that the viewer cannot forget it.
• Emotional: it must involve emotions and stimulate positive feelings.

Strategies to enhance the WOW experience in sport

To strengthen the WOW effect and reinforce fan engagement, strategies such as the following can be implemented:

• Presentation innovation: use novel visual and technological effects capable of surprising the spectator such as LED screens and surround sound.
• Personalisation: provide customisation options, such as VIP seating with privileged views, exclusive experience packages or special gifts for the most dedicated viewers.
• Interactivity: Encourage audience participation with activities such as on-screen contests, live voting or mobile apps that provide exclusive content.
• Multi-sensory events: provide quality food and drink, comfortable seating areas, and extra activities such as interactive games or virtual reality zones.

Success stories in the implementation of WOW experiences

There are many cases of teams, franchises and companies that have successfully implemented strategies to achieve the WOW effect.

So far, the most successful improvements are mainly linked to technological and artificial intelligence advances in sport, starting with the installation of wifi networks at competition venues.

Some success stories of teams that have implemented WOW experiences in their events are:

Kansas City

Kansas City's Sporting Park stadium in the MLS has become a perfect model of what a smart stadium is since it introduced its digital system in 2013. Thanks to the implementation of technological innovations such as a mobile app and the installation of high-speed wifi networks, they have sold 14,000 season tickets and filled the stadium with almost 20,000 spectators at every home game.

Sacramento Kings

The team has pioneered the introduction of a chatbot for Facebook Messenger, giving fans a new way to improve their customer service. In addition, the Kings have invested in virtual reality company Voke, which gives spectators the option to experience games from the comfort of a virtual movie theatre. This experience enhances the experience of traditional courtside seating with reduced visibility.

Minnesota Vikings

Also in the American Football League, the Minnesota Vikings have introduced a new initiative using virtual reality. It is a space that resembles a museum of legends, where fans can relive the highlights of the team's history.

San Francisco Giants

At the MLB San Francisco Giants' AT&T Park, they have opened a coffee shop called @Café. Here, fans can enjoy a unique experience by watching real-time social media commentary on a giant screen.

Offering personalised service, facilitating online ticket purchases, and taking into account the reactions and opinions of fans are just some of the ways in which a deeper connection can be created between fans and the brand.

Ultimately, it's about providing a unique experience that makes every fan feel special and engaged with their favourite team or sporting event through WOW experiences.