Professional Sports Team: How we helped expand their audience


By Molly Roth

This client came to the BYU PR Intelligence Lab wanting to expand their fanbase beyond their small town where they play home games. A team of students enrolled in the capstone class along with their project managers tackled these research questions:

In which international markets does it currently get traction and where should it focus its future efforts?

What are the attitudes and preferences of our current consumer base?

What are the attitudes and preferences of potential fans?

How do we effectively message to newly identified audience segments without alienating the core consumer base?

What should be our core messaging pillars for growth and expansion? What channels should we use to target potential fans?

Research Methods

To answer the previous research questions, the team collected research over a six-month period to understand sports fans and what motivates them to be dedicated fans.


To understand the industry landscape, social listening tools were used to collect research. The team then created audience personas to later verify through primary research.


The team designed a survey to understand conversations surrounding the client.


The team traveled to New York to conduct in-person interviews to understand thoughts and feelings behind supporting sports teams.


To form an actionable plan for the client, the team created a comprehensive message strategy. This strategy highlights the buyer’s journey, where members of their fanbase are on this journey, messages to communicate with their fanbase at each phase, and channels to reach fans at each phase.