Rich Luker: How to foresee the future of sports fans

Rich Luker: How to foresee the future of sports fans

Rich Clarke
podcast
Rich Luker gaphic.png

Rich Luker is a pioneer in the research of sports fans. For a quarter of a century, he has been asking them questions and analysing their answers, first as ESPN Sports Poll now as Luker on Trends.

His views on the future of the industry may be strong but they are based on a vast amount of rich, longitudinal data.

Even before the pandemic, Luker was hammering US sports owners to concentrate on creating meaningful relationships rather than merely transactional ones.

In its wake, he will be beating that drum even louder.

Rich Luker

Rich Luker

TOPICS

"In 1988 there was absolutely no systematic research on sports fans in the US"

Why sport fandom was linked with the economy and wealth until 2010

"If you go to your first baseball game before you are five you go to 58% more games per year than if you go to your first game at 14."

The problems of seasonality, looking only at one sport, studying it 'all the way'

Starting ESPN Sports Poll and then buying it out

Measuring free time and the effects of Covid-19

The drastic challenges facing the sports industry before the pandemic

Studying two paradigm shifts in his research

the changing nature of sports media consumption

the invention of the smartphone taking the internet 'off the desk'

Why 2026 was set to be THE critical year as every new adult would now grow up with smartphones

Why these fans will not 'come back' at 35 because they were never there in the first place

The growth of post-war PE in the US and how 'making it fun' created sports

"That was the only real investment in sports fans"

The importance of the bonding experience with your parents (mainly Dad)

Why tattoos are a 'canary in the coalmine' for sports stories

Why no-one is paying attention to community in sports but the lack of it is the biggest threat?

CRM in sports is just 'transactional and transitional'

The lack of research into young children's preferences

"The biggest change is change itself... everything is fluid. Being a human being is the only thing that is constant"

Asking the sports team owners "what they sell?"

Comparing esports with the poker phenomenon

The Luker plan for sports post-Covid - community, young fans, revolutionising the game cast and bringing sports to the fans

Who is the instigator of community?

Signs of hope and worry - finding sports' Anthony Fauci

LINKS

Rich Luker Twitter | LinkedIN

SSRS / Luker on Trends

Featured
David Tossell: How one-day cricket changed the game
David Tossell: How one-day cricket changed the game

In 2023, one-day cricket enjoyed its 60th birthday.

David Tossell has written a book on the evolution of the format. He describes those early days as “nicely naïve”. But, at the same time, they were the foundation for every major innovation in cricket ever since.

These days, the 50-over game is under an existential threat due to the rise of T20. Can it survive, is it worth saving and what would be its legacy?

Ricardo Fort: Sports Sponsorship 101
Ricardo Fort: Sports Sponsorship 101

Ricardo Fort has led the sponsorship strategy for brands at World Cup and Olympics.

After a long, successful career with the likes of Coca-cola and Visa, he has set up his own consulting firm. In this podcast, Ricardo gives straight answers to key questions in sports sponsorship and outlines how content fits in. This is a sophisticated 101 for anyone interested in working in the commercial department at a major sports organisation.

Alex Phillips - The most influential football administrator you' ve never heard of
Alex Phillips - The most influential football administrator you' ve never heard of

Alex Phillips does not look or sound like a revolutionary but his ideas could shake up football.

He spent 15 years at Uefa, including a couple as Head of Compliance and Governance. He was seconded to the Asian Football Confederation for three years and now leads the World Football Remission Fund, a FIFA body administrating how money "stolen from the game" should be returned for its overall benefit.

In this podcast, we discuss good governance, the ramifications of the failed Super League project, educating owners and fans, setting examples and, of course, content.

Claire Nelson: Scottish netball and creating the ultimate female spectator sport
Claire Nelson: Scottish netball and creating the ultimate female spectator sport

The challenges facing netball are different to other sports. While we have seen growth in women's football, tennis and boxing in recent years, it has always occurred through the lens (or maybe in the shadow) of established male forebears. Netball does not have this baggage. Its product and message can be tailored specifically toward women and girls. Claire Nelson, CEO of Netball Scotland explains

Tom Dunmore: Launching Major League Cricket
Tom Dunmore: Launching Major League Cricket

In the next 10 years, cricket will try to cross its biggest and most important new frontier - the USA. They have been awarded co-hosting rights for the 2024 T20 World Cup and a buzz is building around the chances of inclusion in the Olympics in Los Angeles four years later.

Minor League Cricket started last season and its Major League big brother begins this year. Tom Dunmore is VP of Marketing for both tournaments. In this podcast, we discuss the story so far, the challenges they face and the vision for success.

Brian Jacks: Olympian, Superstar and maybe... UFC coach
Brian Jacks: Olympian, Superstar and maybe... UFC coach

Brian Jacks was a household in the UK in the 1980s. The pinnacle of the judo player’s sporting success came when he won a bronze medal at the Munich Olympics in 1972. But a few years later he would become much more famous as the UK and European champion in Superstars, a popular television programme that saw the best athletes of the day compete in events outside their niche. The show grew throughout the world to become perhaps the first modern example of how sporting heroes could cross into mainstream media, with all its financial benefits, through light entertainment television.

Now living in Thailand, Jacks talks about his motivations, how he leveraged his Superstars fame, his rivalry with Daley Thompson and why he’d love to be a grappling coach in UFC.

Podcast partner: Sports Tech Match - Simplifying Sports Tech Procurement

Grant Russell: Find a unique story, stick to the story, live the story
Grant Russell: Find a unique story, stick to the story, live the story

Motherwell FC have lifted only one trophy in the past 30 years. However, off the pitch, they beat off competition from Manchester United, Everton and Leicester to win the Best Digital/Social Media category at the Football Business Awards this year.

Grant Russell is the club’s Head of Brand, Digital and Communications. In this episode, he talks about the thinking, discipline and creativity that have gone into building a stand-out story for an otherwise overlooked Scottish team.

This is a deep dive into content strategy and, like me, Russell believes in cutting through clutter with a strict, realistic yet progressive vision for storytelling.

Ed Warner: How to run a modern sport
Ed Warner: How to run a modern sport

After a decade as chair of UK Athletics (including the 2017 World Championships in London) and a few years in his current role with GB Wheelchair rugby, Ed Warner is well-placed to comment on the stresses and strains of running a modern sport.

In this podcast, we discuss many of the key issues required to steer a sporting ship towards success: leadership styles, funding models, changing content strategies, marketing, elite sport v participation, bringing in private equity funding and his open application for the role of ECB chair.

George Crabb: How to create the perfect sports app
George Crabb: How to create the perfect sports app

Given its increasingly strategic importance within sports business, it is surprising how many rights-holders produce sub-standard apps.

To try and solve this issue, I spoke to George Crabb, Managing Director at The Other Media. This well-established digital agency have a rich history in working with rights-holders to create mobile applications of the highest quality.

Vijhay Vick: Content strategy for teams who win the league every year
Vijhay Vick: Content strategy for teams who win the league every year

How do you create a story about a team that has won the league seven seasons in a row (and an eighth is expected to follow soon)? Johor Darul Ta'zim (or JDT) were re-formed in 2013 under the guidance of the Crown Prince of Johor. They won their first title a year later and the AFC Cup 12 months after that. But their tone on social media has brought them as much attention as their success. Vijhay Vick, the Head of Content, is leading their strategy. In this podcast, he discusses his approach to JDT's unique position.

Mario Leo: Sportsbiz, digital, the need of New Year resolution

Mario Leo: Sportsbiz, digital, the need of New Year resolution
Grant Wahl: Covering soccer in the USA

Grant Wahl: Covering soccer in the USA
0