Andrea is a Product Marketing Manager who specializes in creating meaningful go-to-market messaging. She is a self-proclaimed enthusiasm enthusiast, particularly when it comes to the Kansas Jayhawks, Kansas City Chiefs, Kansas City Royals, St. Louis Blues, all forms of cake and anything goldendoodle-related.
People are watching Ukranian table tennis. Yep, you read it right.
The social-distancing-approved matches, played in empty arenas with 12 or more feet of space between opponents, have gained traction during the world’s live sports hiatus. The rising popularity of a relatively obscure sport reveals what fans are seeking during this highly unusual time—connection.
This is definitely from Forrest Gump, but you get the idea.
If it wasn’t clear before, it certainly is now; sports are the ultimate relationship builder. Sports obviously connect fans with teams and individual players, but they also connect fans with other fans—even opposing ones—and on-air personalities with rapt audiences. Sports unite local companies in different markets, familial generations passing down traditions, neighborhood kids playing pickup games, and entire communities that rally around their teams à la Friday Night Lights.
And right now, when all of these people would normally be gearing up for basketball and hockey playoffs, celebrating baseball home openers or enthralled in regular-season soccer, it’s easy to see why fans miss having something to root for. In lieu of live events, individuals and organizations are exploring ways to “event-ize” virtual experiences to create those missing moments of connection.
Coaches like Bill Self of the Kansas Jayhawks are live-tweeting re-airings of iconic games, providing a behind-the-scenes glimpse of strategy and play calling.
Felt good with ball in Sherron’s hands. I blow this possession told Sherron my fault.
NASCAR and IndyCar are each holding iRacing events with top drivers racing from in-home simulators. The two organizations, which have notoriously separate fan bases, are set to come together for a doubleheader iRacing event in July.
Fans are determined to be fans, regardless of circumstance. Take it from someone who, until 2015, spent their entire life enduring season after season of heartbreak in support of the Kansas City Royals. And until just this year, had the same tireless experience with the Kansas City Chiefs (fortunately, I now get to “ReLIV” the iconic victory). Despite knowing disappointment all too well, fans across all sports are experts at licking their wounds and coming back more enthusiastic than ever.
The same resilience of spirit is evident now. People will continue to reach for all things sports. In a time when we can hardly classify anything as remotely normal, let alone all right, rest assured that the fans are all right. Or rather, we will be. Just ask the International Table Tennis Federation.