The above trend is by no means restricted to Premiership football in the UK. Take a look across the sports spectrum and you'll see that unofficial social media fanbases eclipse their official counterparts in size.
By official, we mean facebook and twitter accounts created and managed by the rights holder. By unofficial, we're talking about forums, facebook and twitter accounts run by passionate fans.
The sheer number of unofficial 'hosts' is partly responsible for the big difference in size of total fanbase. Just google 'Manchester United Forum' and you'll quickly find yourself on a journey across numerous fan communities, both big and small, from Manchester to Mumbai.
Do fans want official content or authentic content?
The difference in content between official and unofficial fanbases has a role to play too. Official fanbases have the federal integrity that comes with, well being official. However, the unofficial fanbases' have a secret weapon: authenticity. These communities are run by fans, for fans. Sports fans, just like people, like to be amongst likeminded others who think like them, act like them and care about the same things as them. Being a member of an unofficial fan community is more like a trip to the pub than an hour in the boardroom.
Two take outs for sponsorship players:
1. For rights holders, there's an increasing and pressing need to gather, nurture and grow an official fanbase that is fed with official content. This requires rights holders to better understand what their fanbase wants and when they want it. This is the solid base for a more active social media strategy that will stimulate fanbase growth and retention.
2. For sponsors, unofficial fanbases are rich territory. Depending on your brand strategy, which may or may not require the 'official' stamp of the rights holder, they're an attractive proposition: big, active and authentic communities of passionate fans. However, unofficial fanbases are sacred turf. When dealing with these communities of arguably more 'real fans', sponsors must really add value to earn the right to join the family. Badging and PR stunts will get you nowhere.
In each case, quality of content and commitment to the community counts.
Keep listening and keep helping if you want to grow a bigger, more engaged fanbase.
