Watching live sport creates an experience unlike anything else. Whether fans are watching via traditional TV, digital stream or attending an event in person, they're showing that they're some of the most passionate audiences out there.
With sports continuing the dominate trending conversation on social media, there are great opportunities to reward loyalty and capitalise on the engagement.
Research by Katz highlights that live specials and sporting events have the power to generate an audience far above and beyond regular viewing, bringing people together to watch and comment on the action (and the advertisements) in real-time.
Double the excitement, double the ratings! The Power of Live is taking over...#PowerOfLive #BrandRecognition #GetNoticedhttps://t.co/Uadh81NbAX pic.twitter.com/cMPAi7JPVA
- Katz Media Group (@katzmediagrp) March 19, 2019
We take a look at some of the ways broadcasters, brands and organisations are employing strategies to make social interactivity a key aspect of their sporting event and how it's leading to increased viewership, loyalty and revenue.
Stadium Interactivity There is enormous potential to celebrate the buzz from fans by displaying messages, photos, videos as well as running interactive polls and competitions within the stadium. UEFA used our platform STORY to gather, moderate and display posts from fans, VIPs and celebrities during the Champions League Final.
We encourage clients to bring a brand onboard to sponsor the format, for example by encouraging fans to use a branded hashtag to take part.
Social Commentary Including messages of support from viewers is a great way to involve them in the broadcast.
Channel 4 used STORY to include Tweets from the audience as well as athletes and people at the stadium in their coverage of the World Para Athletics Championships.
Second Screen Polls and Quizzes With growing numbers of viewers now using a second screen device while watching TV, networks are looking more and more to facilitate participation via the second screen whether that's social media or an organisation's own app. Running interactive elements such as quizzes and polls gives fans at home the opportunity to participate alongside the main event.
Social Q&A Viewers watching the Tour de France could ask questions using the dedicated ITV hashtag and have them answered on-air by commentators in a live Q&A. Fans were enthusiastic about Tweeting their questions during the broadcast and loved being able to interact with the hosts and cycling professionals. Some viewers even shared photos of their message on air back to their own social networks.
Thank you for answering my question #itvtour pic.twitter.com/pNLpzHs2Tc
- Aaron Chahal (@AaronChahal) July 5, 2017
Commercialise Social Engagement Sponsored segments could include a branded poll or competition, or something completely unique. We worked with Turner Sports on a Sprint-sponsored segment to power a real-time Twitter race, the first of its kind. The 60-second race, billed as the shortest race in NASCAR history , ran during the live Wide Open coverage of the last 30 laps of the race. Fans were asked to Tweet their favourite driver's car number, along with the hashtag #Sprint60 with the volume of Tweets determining the speed of the cars.
In-Studio Participation We know that people appreciate getting the opportunity to have their voices heard or have their few seconds of fame. We've also seen that social engagement can drive viewership - for example, Irish broadcaster RTE asked the audience to help them decide on Ireland's Greatest Sporting Moment. The format was driven by votes and comments shared live across social platforms and resulted in the show trending on social media and an increase in viewing share.
Put Social Reactions in the Presenter's Hands never.no's Prompter tool gives sports presenters the ability to access team and player info, read out comments from viewers and discuss poll results live during a game.
Competitions Social competitions give audiences an added incentive to tune-in or participate. Competitions can be run on-air, on outdoor screens, via digital or on social via Facebook Live. See how Channel 4 ran an interactive competition for PlayStation which led to the hashtag trending across Europe that evening.
Digital and Streaming The same formats used by traditional broadcasters can now easily be extended to live streaming and digital signage. This is great news for those using streaming services such as Facebook Live, Twitch and YouTube who can now benefit by integrating live engagement from their audience in to their broadcasts.
Hashtag United, a team founded on YouTube who have 7 million fans globally used our HTML5 social graphics for their football match live stream to include reactions from viewers.
At never.no we believe in the importance of celebrating fan engagement and making audiences feel valued. We're seeing clients use the power of traditional TV, digital, social and events to connect with fans and innovative and exciting ways. Get in touch to learn more.
Related: 8 Reasons to Include Viewer-Generated Social Content in your Broadcasts
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
08/01/2026
In 2025 we launched the Spotify Partner Program to give creators more ways to tu...
08/01/2026
On Wednesday in Los Angeles, Spotify welcomed creators and press to a brunch cel...
08/01/2026
TSA awards Rohde & Schwarz contract for advanced airport screening ahead of Socc...
08/01/2026
The review looks back at DPA's miniature microphone development over the years. It compares the evolving technologies from the original mics through CORE an...
08/01/2026
Comscore Launches Audio Targeting and Measurement Capabilities with The Trade De...
08/01/2026
Tonight, on RT Prime Time at 9:35pm on RT One and RT Player
Tonight, Prime T...
08/01/2026
The Late Late Show celebrates the very best of traditional Irish music with its first-ever full special dedicated entirely to the tradition
Lisa Canny | Kevin...
08/01/2026
It will be murder on the dancefloor when Dancing with the Stars returns this S...
07/01/2026
Spotify is launching a week-long celebration spotlighting creators at the center...
07/01/2026
We know people use Spotify not just to listen, but to share the songs, podcasts, and audiobooks they love with their friends and family. When we launched Messag...
07/01/2026
This week, all eyes are on the podcast industry as the Golden Globes recognizes ...
07/01/2026
Podcasts are stepping onto a new stage this week as the Golden Globes recognize the medium for the first time. To mark this milestone moment, we're hosting ...
06/01/2026
Spotify is launching a week-long celebration spotlighting creators at the center...
06/01/2026
Lorde. A$AP Rocky. JENNIE. Baby Keem. KATSEYE. That's just a taste of who...
06/01/2026
Channel 4 and UKTV are giving viewers even more reasons to stream, with UKTV's U service set to feature thousands of hours of free, unmissable and bingeable...
06/01/2026
Tuesday 6 January 2026
An update on our Sky Mobile prices
Devesh Raj, Chief Operating Officer, Sky
Today, we've announced some changes to the prices of ...
06/01/2026
Comscore Launches Daily Program-Level Reporting with Deduplicated Insights on Sh...
06/01/2026
Comscore Completes Recapitalization Transaction with Preferred Stockholders Foll...
05/01/2026
Bad Bunny's DeB TiRAR M S FOToS defined the sound of 2025 for listeners eve...
05/01/2026
As the clock struck midnight and 2026 was born, so was an exciting range of new ...
05/01/2026
These Sacred Vows starring Tom Vaughan-Lawlor, Justine Mitchell and Jason O'...
05/01/2026
DANDANCING WITH THE STARS RETURNS TO SHAKE UP SUNDAY NIGHTS
Reigning Rose of Tr...
02/01/2026
Any Given Day: Cork University Hospital premieres Wednesday 7 January on RT One and RT Player at 9:35pm
RT will debut a powerful new six-part documentary se...
02/01/2026
Friday 2 January 2026
All episodes of Heated Rivalry will be landing on Sky and...
02/01/2026
Sequins, chat shows, live sporting action, ground-breaking docuseries and brand-new Irish drama to kick off 2026
New Year, New Content Coming Soon across RT
...
01/01/2026
The Quantum 852 is situated in the 6,500-seat Seoul-based place of worship, a church which is home to a 1,000-person choir and a 50-piece orchestra. There are f...
01/01/2026
Formed in 2002, OneRepublic have enjoyed huge international success, with over 18 billion streams on Spotify alone. Their current tour, Escape to Europe, contin...
01/01/2026
We had been using the club's previous console for the last ten years, so we researched manufacturer information very carefully, says venue audio manager Mr...
30/12/2025
Your live countdown to 2026 with Inhaler, David Gray, Lyra, Garron Noone, Sharon...
29/12/2025
From crisper Lossless audio and immersive music videos in beta to new Audiobooks+ plans, custom transitions between tracks, and in-app Messages, we keep levelin...
24/12/2025
RT has unveiled an exclusive first look at the new Dancing with the Stars promo...
23/12/2025
The year is winding down, the weather outside is frightful, and it's the perfect time to escape into a story that warms the heart. For listeners looking for...
23/12/2025
23 Dec 2025
VEON's Beeline Kazakhstan and Rakuten Symphony Collaborate to A...
22/12/2025
For a decade, popular German podcast Fest & Flauschig has hosted an annual Chris...
22/12/2025
Monday 22 December 2025
Sky extends PGA TOUR partnership until 2029, as Sky Spo...
22/12/2025
Siobh n McSweeney, Rory McIlroy, Elon Musk, Catherine Connolly, Jim Gavin, Ivan Yates and Traitor Paudie Moloney lead new characters for Callan Kicks the Year 2...
22/12/2025
Winner announced in the picturesque surroundings of Wicklow's Avondale Tower and Treetop Walk
Andrew Trimble wins the show in his first series as coach
Th...
22/12/2025
The 2025 winners have been announced today, Sunday 21 December, for Ireland's largest choral competition Choirs for Christmas hosted by RT lyric fm.
Ove...
21/12/2025
John Shortt named Young Sportsperson of the Year Kerry are the Team of the Year
...
19/12/2025
With Playout Release 2025.4, ToolsOnAir continues to push professional playout w...
19/12/2025
19 Dec 2025
VEON's Mobilink Microfinance Bank Launches Islamic Banking Oper...
19/12/2025
The six-part drama, set in a close-knit Welsh town fractured by an unspeakable c...
19/12/2025
Rohde & Schwarz drives the future of mobility at CES 2026 At the 2026 Consumer Electronics Show in Las Vegas, Rohde & Schwarz will present a powerful lineup o...
19/12/2025
RT is proud to return to the RDS to support the 2026 Stripe Young Scientist & T...
18/12/2025
Canada's largest indoor arena has transformed its live production capabilities with a full ST 2110 infrastructure and Calrec's compact Argo S console. S...
Watching live sport creates an experience unlike anything else. Whether fans are watching via traditional TV, digital stream or attending an event in person, they're showing that they're some of the most passionate audiences out there.
