What’s the Lifetime Value of a Fan?

“You can be a fan on day one, and you can be a fan in year 99,” says Dave Dase, global co-head of the sports franchise in Investment Banking, highlighting the most significant opportunity in the sports and entertainment ecosystem: the fans. “As we go forward, you're going to start to hear more metrics along the lines of: what's the lifetime value of a fan, what's the lifetime value of a customer, what's the lifetime value of a family?” 

Driven by passionate, multi-generational fanbases and historically strong returns, sports represent an increasingly attractive asset class worthy of a diverse and growing ecosystem of both individual and institutional investors. With the monetization of top-tier sports content through higher media rights valuations and the emergence of direct-to-consumer engagement, teams can connect with fans on a deeper, more personal level—unlocking new opportunities and new revenue streams.