Why “First-to-Know” News Content is Gold for Diehard Sports Fans (and can build loyalty for teams)

In the world of sports, timing is everything. From buzzer-beaters to last-minute trades, the thrill of being “in the moment” is what fans live for. But there’s one kind of rush that doesn’t happen on the field, yet means just as much to the most loyal supporters: being the first to know.

When a favorite team drops exclusive news, behind-the-scenes updates, or major announcements directly to their core fanbase—before it hits the wider world—it creates a powerful connection that goes beyond the scoreboard. Fans feel special and important.

The Power of Exclusivity

Dedicated fans don’t just like their team—they live and breathe it. For them, getting first access to news is more than just staying informed; it’s a badge of honor and something for fans to brag about on social media. 

Early access to big news and insider information can be a new jersey unveiling, player signing or even new food coming to the concessions. Getting early access to information and news means inclusion. It says, “You’re not just watching from the stands—you’re part of the inner circle.”

Exclusivity transforms the typical fan-team relationship into a two-way street. It’s a reward for membership and loyalty with an invitation to lean in even closer.

Driving Deeper Engagement

First-to-know content doesn’t just make fans feel special—it keeps them coming back. A push notification through the Plus.Fan app or directly to the inbox with breaking news, a subscriber-only video from training camp, or an early ticket presale builds habits. Fans start turning to their team not just on game day, but every day.

The frequency of touchpoints adds up. It fuels engagement across social platforms, encourages sign-ups for newsletters or loyalty programs, and deepens emotional investment in the brand of the team—not just its performance.

The Social Currency of Being First

Let’s face it: in the digital age, being “in the know” is its own kind of clout. Fans love being the first to share major news in their group chat or post a hint about an announcement before anyone else knows. The social sharing (or bragging) turns team content into fan content. The amplification turns the most loyal supporters into your most valuable influencers. The challenge for teams is to efficiently deliver insider and behind-the-scenes content and experiences that fans will want to share (or brag) about on their social channels.  

In many ways, first-to-know content is the spark that lights the fire of online fandom. And when it comes directly from the source—the team itself—it’s trusted, authoritative, and conversation-starting.

Building a Stronger Fan Community

Finally, when fans feel like they’re getting insider access, they’re more likely to stick around—win or lose. In fact, Plus.Fan members, regardless of plans or membership levels, are highly engaged across channels (social, web, apps and more) and multiple devices. 

When teams are able to build and develop a relationship with fans that gives them a sense of belonging, the engagement rates increase and those fans become willing to engage on more levels. The community aspect is critical to teams who have a significant out-of-market fan population who may not be able to attend matches. The out-of-market fan is often feeling left out and has fewer opportunities to engage with the team and the team has fewer opportunities to capture revenue. 

Over time, active engagement with all types of fans builds a resilient, connected, and proud community—one that defends the team in down years, buys the merch, and recruits the next generation of fans.