Retro Replay: Nostalgia's MVP Role in Sports
How to leverage fond memories from the past to grow fan engagement
Hi all, I appreciate the patience as I navigated taking a small break, transitioning into a new role, and enjoying the 4th of July holidays — which included my 35th birthday. As I landed on this milestone, I spent a lot of time reflecting on my life to this stage. Have I reached my personal and professional goals? Am I making the most of the opportunities to spend time with family and friends? Have I said thank you enough? With that, I do want to say thank you to everyone who has supported and celebrated me over the years through both tough and good times.
With that, the past and good memories have come to mind…I’ve broken down some best practices for leveraging nostalgia.
We’ve talked about fan engagement - keeping fans interested in your brand. One of the best ways to do this is by tapping into nostalgia. By evoking fond memories, organizations can create stronger emotional connections with their audiences. I’ll touch on three examples: the MLS Archive third kits, the highly anticipated EA College Football 25, and Ajax's innovative 2020-21 trophy melt campaign.
The MLS Archive Third Kits: A Trip Down Memory Lane
Major League Soccer (MLS) has touched on the nostalgia game with their MLS Archive third kits, launching with five clubs this season. These kits celebrate the league's history by bringing back classic designs that long-time fans love. Here’s how they’ve done it:
Understand Your Audience: The MLS Archive third kits feature designs that were popular in the early days of the league. This clever move taps into the memories of fans who have been around since the beginning. By reintroducing these classic looks, MLS honors its past while giving fans a tangible connection to their favorite teams' history.
Celebrating Big Moments: These third kits often mark important milestones, like championship wins or unforgettable seasons. For example, the KC Wizards throwback kit brings me back to going to their games when my dad was stationed in Kansas. This trip down memory lane boosts pride and loyalty among the fanbase.
EA College Football 25: Bringing Back a Fan Favorite
The gaming world is no stranger to nostalgia either, especially with the return of EA College Football 25. After a long break, the comeback of this beloved series has fans buzzing. Here’s how EA Sports has harnessed nostalgia to win over gamers:
Rekindling Fond Memories: For many gamers, the original EA college football games were a big part of their childhood and teenage years. The announcement of EA College Football 25 instantly brought back memories of hours spent playing the old games. In addition, college sports evoke fond memories and emotions of past times for most adults. This emotional connection has been key to the game's warm reception.
Mixing Old Favorites with New Features: While staying true to what made the original games great, EA Sports has added modern touches like better graphics, updated rosters (including player names - thanks to licensing!), and improved gameplay. This blend of old and new makes the game appealing to both veteran fans and newcomers. Familiar elements provide comfort, while new features keep things fresh and exciting.
Ajax's Trophy Melt Campaign: A New Kind of Nostalgia
Ajax took an innovative approach to nostalgia with their 2020-21 trophy melt campaign. After winning the Eredivisie title for the 35th time, Ajax melted down the championship trophy and used the metal to create over 42,000 stars. These stars were then sent to season ticket holders, symbolizing the club’s gratitude and the fans' integral role in the victory.
Authenticity is Key: By melting the actual championship trophy, Ajax created a genuine and meaningful connection to the team’s success in the highest form. This authentic gesture resonated deeply with fans, emphasizing their importance to the club.
Blending Past and Present: The stars, made from the trophy, represent a physical piece of the club’s history while being a modern symbol of fan appreciation. This combination of history and contemporary recognition strengthened the bond between the club and its supporters.
Creating Exclusivity: The limited number of stars created a sense of exclusivity and made each one a prized possession - encouraging everyone to become season ticket members. Fans valued these stars not just as memorabilia, but as a unique part of Ajax’s championship history.
Best Practices for Marketing to Nostalgia
When it comes to marketing nostalgia, here are some key strategies that have proven effective in the examples above:
Understand Your Audience: Know what each generation cherishes. Tailor your nostalgic references to resonate with their specific memories and experiences.
Be Authentic: Stay true to the original designs or concepts. Authenticity builds trust and deeper emotional connections.
Blend Past and Present: Combine nostalgic elements with modern features to appeal to both long-time fans and new audiences.
Use Storytelling: Share emotional narratives that connect the past with the present. Use multimedia to enhance the nostalgic feel.
Create Exclusivity: Offer limited-edition products to create urgency and excitement. Fans love owning unique pieces of history.
Engage the Community: Encourage fans to share their nostalgic memories. Use social media campaigns and user-generated content to build a sense of community.
Leverage Influencers and Partnerships: Collaborate with influencers who have a connection to the nostalgic period. Joint campaigns with other nostalgic brands can amplify the effect.
Offer Merchandise: Create collectibles and retro-styled merchandise that fans can cherish.
Interactive Experiences: Host events, pop-up shops, or use AR to create immersive nostalgic experiences.
Consistent Messaging: Ensure all nostalgic marketing efforts are consistent with your brand's overall message and values.
With these in mind, nostalgia is a powerful tool for engaging fans, as shown by the success of these examples and many others. By revisiting cherished memories and celebrating historic milestones, these initiatives create deep emotional bonds with fans.
Thank you as always for reading, I’ll be back next week.