Sports & Entertainment Roundtable: Keeping Fans Engaged After the World Cup and Olympics

For a few weeks, fan engagement takes care of itself. The World Cup and Olympics bring in casual fans, first-time viewers, and a level of attention your regular season could never buy on its own. Then the closing ceremony airs, the tournament ends, and all that attention has somewhere else to go. The question isn't whether you can capture a fan during a global event, it's whether you can keep them once it's over.

Most organizations pour resources into the moment and treat the drop-off afterward as inevitable. But the teams and leagues seeing real post-event retention are the ones planning for the after, before the event even starts, not scrambling to react once the spike is gone.

This session is not a webinar. It's an open, peer-led conversation created for communications, PR, and marketing professionals who want a space to share experiences, compare approaches, and learn from peers facing similar challenges.

During this discussion, you'll dig into:

• What's actually driving the post-tournament drop-off, and where in the fan journey you're losing people
• How to convert casual, event-driven fans into fans of your team, league, or sport specifically
• What content and communication strategies keep momentum going once the global spotlight moves on
• How other organizations are measuring engagement beyond the event, not just during it

This roundtable is part of Meltwater's Industry Circles program, client-only spaces inside mCommunity where professionals in similar sectors connect, collaborate, and learn how others are using Meltwater to solve real-world challenges in their day-to-day roles.

Come ready to talk, not just listen. This is a peer discussion, not a webinar, so bring your own retention wins, your own frustrations, and your own open questions. You'll leave with a clearer sense of how others are approaching this, not just what worked once during a highlight reel.