4 Fan Engagement Campaigns that go beyond game day

Fan engagement is no longer confined to game day — fans expect new content and experiences from their teams year-round, pushing organisations to find creative ways to stay connected between fixtures.

Four standout campaigns

Red Bull Racing's "The Paddock" rewards fans with points for engaging with team content, redeemable for merchandise and exclusive experiences all year round. The NBA marked its 25th anniversary with "NBA Lane," a metaverse experience letting fans use VR to shoot free throws and take selfies in a virtual trophy room. FIFA brought real-time scores, national jerseys and a curated virtual exhibition to its Roblox experience "FIFA World" during the Women's World Cup. And the Boston Red Sox launched "Red Sox Rewards," a loyalty program that rewards engagement — not just spending — with a digital membership fans can use at Fenway Park.

What ties these campaigns together is a robust CRM turning every engagement into something an organisation can act on, letting multiple departments connect with fans in ways that weren't possible before.