Beyond Scores: How a New ‘User Needs’ Model is Reshaping Sports Journalism
For decades, sports journalism has operated on a simple equation: deliver scores, report results, and recount the action. But a fundamental shift is underway, driven by a new understanding of why fans consume sports content. The recently launched Sports User Needs Model, developed by Dmitry Shishkin and smartocto, isn’t about abandoning traditional reporting; it’s about recognizing that loyalty is built on much more than just the final score.
The Evolution of Audience-Centric Reporting
This isn’t the first time Shishkin has tackled audience-centric journalism. He initially introduced the User Needs Model at BBC World Service almost ten years ago. The core principle – understanding the underlying motivations behind content consumption – proved successful in news and is now being adapted for the emotionally charged world of sports. The Sports User Needs Model is grounded in an analysis of over 35,000 sports articles, identifying patterns in what truly resonates with fans.
Addressing the Imbalance: Facts vs. Engagement
The data reveals a significant imbalance. Currently, over 70% of sports content is fact-driven – scores, results, and game reports. While essential, this type of content doesn’t necessarily foster long-term engagement or brand loyalty. The strongest engagement signals arrive from content that explains, provides backstage access, evokes emotion, and encourages participation. This mirrors findings from a decade ago in general news, highlighting a universal truth about audience behavior.
The Four Core Intents and 11 Specific Needs
The model organizes sports coverage around four core intents: Know, Understand, Feel, and Do. These are then broken down into 11 specific user needs. Under “Know,” for example, you have “Update me” (scores, results) and “Indicate me live” (real-time updates). “Understand” encompasses needs like “Introduce me to” (player profiles) and “Explain it to me” (tactical analysis). This granular approach allows newsrooms to move beyond simply reporting what happened to exploring why it matters.
Combating Formulaic Journalism
A common concern is that a user needs model might lead to formulaic journalism. But, Shishkin argues the opposite is true. When intent is clear, creativity often increases. The model doesn’t dictate how to notify a story, but clarifies why a story exists from the audience’s perspective. It provides a framework for experimentation within defined boundaries.
Resource Constraints and the Power of Repurposing
Many newsrooms worry about the resources required to serve all these needs. The model isn’t about creating more content, but about producing a better mix. A single sporting event can generate coverage across multiple user needs – live updates, explainers, player profiles, emotional narratives – without significantly increasing workload. Proper commissioning and planning are key.
Adaptability and Local Relevance
The model’s adaptability is crucial. It’s been successfully implemented across diverse markets, from the USA to Indonesia. The key is to apply it narrowly – to a specific sport, league, or event – where patterns become visible and actionable. The mix of content will vary depending on the context, but the underlying principles remain consistent.
The Organizational Shift: From Reporting to Understanding
The biggest impact of the Sports User Needs Model isn’t editorial, it’s organizational. It transforms commissioning meetings, makes analytics more meaningful, and leads to smarter follow-ups. It moves beyond a slide deck and becomes ingrained in the newsroom’s infrastructure.
Frequently Asked Questions
- What is the Sports User Needs Model? It’s a framework for planning, commissioning, and measuring sports coverage based on why fans consume content, not just what happened.
- How many user needs are there? There are 11 specific user needs, categorized under four core intents: Know, Understand, Feel, and Do.
- Does this signify less reporting? No, it means recognizing that reporting alone isn’t enough to build loyalty.
- Is this model applicable to all sports? Yes, but it’s most effective when applied to specific sports, leagues, or events.
Pro Tip: Start by analyzing your existing content and tagging it against the 11 user needs. This will reveal gaps in your coverage and opportunities for improvement.
Want to learn more about building audience loyalty through strategic content? Explore our other articles on audience engagement strategies and data-driven journalism.
