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Rivalry Done Right: Federer and Nadal鈥檚 Lesson for Fans

29/11/2024
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Charlie Wright, senior strategist at TBWA\NEBOKO, on how brands can step in to channel competitive energy into meaningful engagement

Image credit: Oliver Sj枚str枚m via


I refuse to believe anyone read Roger Federer鈥檚 recent heartwarming farewell post for Rafa Nadal without a tear in their eye or a smile on their face. The fiercest of rivals, nearly two decades battling each other on the court, and yet every word in that post is filled with respect and admiration. For once, fans were united in their love for the two sporting giants. One user proclaimed it as 鈥渢he most beautiful rivalry the sports world has ever witnessed鈥 and I鈥檓 not here to disagree.

But it did get me thinking about the nature of fandom and rivalry. Rewind the years back to when both were still competing at their peak and the vibe couldn鈥檛 be more different. Endless arguments about who is the GOAT. Petty insults. Twitter wars. 

These vibes are constantly played out across the entire sporting world; Messi vs Ronaldo, Hamilton vs Verstappen. The guys actually competing are full of respect whilst their fans tear each other apart.

Why is that?


Fans Are Watching More, Playing Less

These days, a lot of sports fans don鈥檛 actually play the sports they watch. Fandom is booming, but participation rates are dropping. 

Think about it鈥攚hen you鈥檝e played a sport, you get it. You know what it's like to win, lose, and get after it again. In the heat of the moment you might say a few things, but afterward, there鈥檚 respect. You鈥檝e walked in your opponent鈥檚 shoes.

But if all you do is watch, it鈥檚 a different story. Highlight reels and scoreboards make it easy to turn rivalries into tribalism. When you鈥檙e not the one sweating it out, it鈥檚 easier to push an 鈥渦s vs. them鈥 mentality.


Social Media Makes It Worse

And then there鈥檚 social media, the battleground of bad sports opinions. The loudest, angriest voices get the most attention because algorithms love drama. What could鈥檝e been a fun rivalry becomes a toxic shouting match. 

Anonymity only makes it worse. People say stuff online they鈥檇 never say in real life, and it鈥檚 not just embarrassing鈥攊t鈥檚 damaging. Fans who claim to love these athletes the most are often the ones acting the least like them.


Why Toxic Fandom Hurts Everyone

But it's not about hurt feelings. Toxic fandom makes sports less fun for everyone. New fans? They feel unwelcome. People on the fence? They鈥檙e put off by all the negativity. Even the athletes probably notice the bad energy, which defeats the point of being a fan in the first place.

Sports are supposed to bring people together. Rivalries should inspire鈥攏ot divide. And the best rivalries remind us what sports are all about.

This is where brands can play a role


How Brands Can Help

Reports on the 鈥渇uture of fandom鈥 often highlight digital growth and accessibility, and while that can feel exciting, it鈥檚 only part of the picture. The real opportunity for brands lies in bridging the gap between fandom and participation.

There鈥檚 so many ways to channel the energy of competitive fandom into action:

  • Create fan challenges: Let fans represent their favorite teams or players in real-world competitions. I鈥檓 talking proper throwback-to-your-childhood competitions; 鈥淢essi vs. Ronaldo鈥 tournaments in local parks or 鈥淗amilton vs. Verstappen鈥 go-kart races.
  • Tap into community rivalries: Sponsor local leagues where neighborhoods or schools face off, echoing the rivalries fans love.
  • Blend digital and physical competitiveness: Create apps that track fan fitness challenges, logging miles for 鈥淭eam Nadal鈥 or 鈥淭eam Federer.鈥

The goal isn鈥檛 just to get fans playing 鈥 it's to reconnect them with the values of sports: effort, respect, and shared joy, organically aligning them with your brand as a result.


Conclusion: A New Kind of Rivalry

Rivalries are what make sports electric. If Federer and Nadal can battle it out for almost 20 years and walk away with nothing but respect, why can鈥檛 fans? 

The problem isn鈥檛 competitiveness鈥攊t鈥檚 how it鈥檚 used. Instead of tearing others down, what if fans used that energy to lift themselves up?

Imagine fans proving their loyalty on the field, not just in comment sections. Or brands making it easy for people to step out of the stands and into the action. By channeling the competitive spirit behind fandom, we could inspire a new wave of participation鈥攐ne that doesn鈥檛 just support sports culture but strengthens it.

Because the best rivalries aren鈥檛 just seen鈥攖hey鈥檙e lived.

Credits
Work from TBWA\NEBOKO
Closer to You
Ronald McDonald House Charities Netherlands
13/03/2025
Meaningful Logo
Odido
19/02/2025
Canine Companion
The Dutch State Lottery
20/12/2024
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