Mapping the fan journey: turning fandom into long-term revenue
Fandom isn’t built in a moment. it’s shaped over time through emotion, influence, and connection
Sports fandom isn't a single moment of engagement. Just ask any sports fan – iIt’s a lifelong journey shaped by personal experiences, cultural moments, and emotional connections. For sports organisations looking to increase revenue, the key is understanding this fan journey, —then optimising for it.
At XWORX, we go beyond personas and demographics. We track the accumulation of fan mindsets over time to build fan journeys that are dynamic, nonlinear, and rich with monetisation opportunities.
Meet Alex: A real fan journey
Alex, 29, first encountered football (soccer) at age 16 through the FIFA video games. That single moment ignited a chain reaction of mindsets:
FIFA Gamer: His entry point into football
Newcomer: Watching games to learn the rules
Star Chaser: Falling in love with Mario Balotelli
Casual Team Fan: Supporting Inter Milan, then supporting Manchester City when Balotelli was transferred
League Follower: Discovering the Premier League as a whole
Content Subscriber: Engaging with YouTube fan channels
This layered fan journey reveals a truth: Alex didn’t just become a fan overnight. He moved through phases. With the right touchpoints, clubs and leagues could have accelerated his journey, and captured value along the way.
What’s next for Alex? Understanding Alex’s next mindset, his next phase of the journey, is key to identifying revenue opportunities.
Designing for the journey: 4 strategic moves
1. Build smarter engagement pipelines
Fans enter the world of sport through different channels: gaming, social media, family traditions, even documentaries. Understanding these entry points allows you to create tailored onboarding experiences that nudge them toward deeper engagement.
Revenue play: Design starter bundles, personalised onboarding flows, or content tiers based on entry mindset.
2. Strengthen loyalty through emotional design
Emotions fuel retention. A fantasy sports fan might become a season ticket holder if their emotional connection grows. Experiences must be relevant, personalised, and aligned with what fans care about most. Understand what drives emotional connection in fans, then build for it.
Revenue play: Drive higher conversion rates in merchandise, memberships, and renewals by tying experiences to emotional milestones.
3. Maximise marketing and sponsorship ROI
Mindsets can be mapped to revenue impact. Want to increase digital ad sales? Target Fantasy Fanatics. Want to boost VIP experience uptake? Target Stadium Tourists.
Revenue play: Segment fans by mindset, then optimise sponsorship activations, content, and campaigns for the highest LTV segments.
4. Fuel organic growth through community design
When fans feel seen and connected, they spread the word. Communities multiply engagement and advocacy. Over 50% of fans we interviewed became fans through a social connection with friends or family.
Why This Matters Now
In markets like Saudi Arabia, where Vision 2030 is driving massive investment in sport, understanding and designing fan journeys is essential. New leagues, new teams, and global audiences require modern fan architecture. XWORX is built to help organizations map those journeys and turn every mindset shift into a monetizable moment.
Let’s design the future of fandom
At XWORX, we don’t just track the fan journey, we shape it. Through deep customer research, strategic alignment, and agile product development, we help sports organisations build engagement pipelines that grow loyalty, drive revenue, and future-proof their fan experience.
Ready to map the journey of your next generation of fans? Let’s talk.
