Wiland Blog

In the world of Major League Soccer (MLS), engaging the MLS fan base is essential for building loyalty, filling stadiums, and driving revenue. By tapping into MLS audience statistics and data-driven insights, teams can connect more meaningfully with fans and deliver personalized experiences that keep them engaged. Here are six actionable tips for boosting fan engagement using audience data.

1. Segment Fans by Attendance Patterns and Purchase Behavior

Understanding which fans are most likely to attend multiple games or purchase merchandise can make all the difference in engagement. Using first-party data like ticket purchase history and game attendance, teams can segment fans into frequent attendees, casual viewers, and new prospects. For instance, targeting frequent attendees with exclusive pre-sale offers or special event invitations can help boost loyalty, while engaging casual viewers with promotions around high-profile matches may encourage them to attend more frequently.

2. Personalize Marketing Based on Brand Affinities

MLS audience statistics often reveal valuable insights into fans’ broader interests, such as the brands they follow or products they buy. Third-party data on brand affinities, like car brands or restaurant chains, can help MLS teams tailor campaigns. For example, if a segment of fans has a high affinity for environmentally conscious brands, teams could promote eco-friendly game-day experiences or partner with sustainable sponsors. Personalizing marketing around fan interests makes the messaging feel relevant and builds a stronger connection.

3. Target Lookalike Audiences for New Fan Acquisition

One powerful way to expand your MLS fan base is by targeting lookalike audiences—new potential fans who share characteristics with existing supporters. By analyzing demographics, spending habits, and engagement data, MLS teams can identify traits of their most engaged fans and use this data to target similar profiles through digital advertising. Studies show that lookalike targeting can significantly increase ad engagement and conversions, making it an effective tool for finding and connecting with new fans.

4. Use Omnichannel Campaigns to Reach Fans Everywhere

Fans interact with their favorite teams across multiple platforms, including social media, email, and streaming services. An omnichannel strategy ensures that fans receive consistent, engaging messages wherever they are. For example, a fan who frequently engages with team content on Instagram could be served tailored ads across Facebook, Twitter, and email, reinforcing the message and keeping the team top of mind. Omnichannel campaigns improve the fan experience by delivering relevant content across preferred platforms, leading to higher engagement.

5. Launch Themed Match Promotions Based on Fan Interests

Themed matches are a great way to create excitement and attract different fan segments. By using audience data to understand fan interests, teams can design match themes that resonate with various groups. For instance, if data shows a high interest in family activities among a fan segment, teams could promote “Family Night” with activities for kids, discounted family packages, and special merchandise. Creating themed matchdays that align with fan interests makes the experience memorable and encourages attendance.

6. Leverage Retargeting Ads to Increase Ticket Sales

Retargeting ads are a valuable tool for reaching fans who have shown interest in attending but haven’t yet purchased tickets. For example, if a fan visits the team’s ticketing page but doesn’t complete a purchase, teams can use retargeting ads on social media and other websites to remind them of the upcoming game or offer an incentive to complete the purchase. This approach is especially effective when combined with personalized offers or exclusive promotions for specific games, driving higher conversion rates.

Conclusion

Boosting engagement among MLS fans requires a strategic approach that combines audience insights with targeted marketing efforts by segmenting audiences, personalizing campaigns, using omnichannel tactics, and tailoring promotions to fan interests. As the league continues to grow, teams that leverage these data-driven strategies will be well-positioned to build a loyal, engaged fan base that supports the team season after season.