Most sports media executives would agree that the key to attracting viewers to live sports is producing an engaging product. While this holds truth, one Fox Sports executive believes many of his colleagues are limiting their perspective. According to Ben Valenta, SVP of Strategy & Analytics at Fox Sports, while sports are entertaining, the real secret to success in sports media lies in fostering a sense of “belonging.”
In his appearance on The Varsity podcast alongside Puck’s John Ourand and San Francisco Giants CEO Larry Baer, Valenta, author of the book Fans Have More Friends, elaborated on why prioritizing the “belonging” aspect of sports fandom is more crucial than merely focusing on the entertainment value of televised sports. “Sports are entertaining, but they are not entertainment,” Valenta stated. “Sports is the business of belonging. If framed correctly, every question and challenge that comes across Larry [Baer’s] desk will be approached with this perspective, moving us closer to understanding why consumers engage and invest in this space.”
It’s intriguing to see a sports media executive somewhat downplay the product’s quality as the primary reason fans tune in or out. While employees at Fox Sports are likely pursuing innovations to enhance the viewing experience, Valenta maintains that this is secondary to cultivating community. He cited this year’s NBA ratings discourse as illustrative of his point. Throughout the season, many media commentators suggested that a shifting style of play was responsible for declining ratings. However, by season’s end, ratings remained relatively stable compared to the previous year.
“There was significant coverage on the NBA’s ratings dip, prompting questions like, ‘What’s wrong with the NBA? How can it be fixed?’ Framing the issue through an entertainment lens led to superficial answers such as ‘too many three-pointers.’ But that’s not the core reason people engage in the first place,” he noted. This perspective is refreshing for someone within a network, and it appears to be backed by reality. The community and inclusivity that surround fandom are likely far more influential in determining whether viewers tune in than specific grievances about gameplay style.
Ultimately, sports represent a shared experience. While it’s certainly fair to critique the entertainment aspect, from a business viewpoint, greater emphasis should be placed on nurturing the community that keeps fans engaged.
