By Evan Kropp
Sports have never been just about scores. The player’s personalities and backstories drive as much interest in a game as any statistic. For millions of people, games are part of their identity and weekly rituals. It is far more than just a game.
Sports also provide a reason for strangers to talk like old friends. Or it’s the topic that old friends talk about the most.
All of these are reasons why storytelling is the MVP skill in sports journalism. Platforms change, the pace speeds up, and expectations rise. But the core job for sports media stays the same: make people care. That requires staying on top of sports fan trends.
Sports Is About More Than Just Watching the Game
Today, fans don’t just watch the game. They live around it. They scroll. They compare. They argue in group chats. They follow players, not just teams. They want access, context, and meaning about the sports they love and the teams and players they follow.
A recent global survey commissioned by IBM offers insight into how much information consumption surrounding sports has changed. It found that most fans consume sports content beyond watching events, and that mobile app use is especially high among in-person attendees. It also reported rising multi-device behavior and strong interest in faster recaps and personalization.
That is the multi-screen environment modern sports media is built for. However, it also means that highlights, stats, and hot takes are everywhere. What is scarce is a story that feels true.
Storytelling in sports journalism can explain why a moment mattered. Stories connect in ways that pure analysis often cannot, because they move people to feel and act, not just agree. And stories offer sports reports and editors plenty of chances for variety, from the veteran who made a comeback to the coach who changed cities or the team that broke a curse.
Fans Want Immersion, Not Just Information
One of the biggest sports fan trends is a desire for more depth around the game. Learning more stories about players or teams is part of that trend. It helps explain why “mic’d up” segments of NFL players, behind-the-scenes features, and player-driven documentaries (such as “The Last Dance” about Michael Jordan and the Chicago Bulls) are so popular.
Some stars in the industry also make great use of storytelling. Podcast host and sports commentator Rich Eisen often spends entire segments encouraging guests to tell stories, both in and outside of the world of sports.
While it’s key to lean into storytelling, data is not the enemy of narrative. Used correctly, it can provide fuel. A common mistake is treating analytics as separate from storytelling, but numbers can serve the narrative. For example, ESPN Front Row’s behind-the-scenes reporting describes how research teams prepare “storyline packets,” support production crews in real time, and tailor stats and context to each commentator’s style.
Data visualization is also a big part of it. A chart can show a trend faster than a paragraph. For example, a shot map can explain the story of a basketball game in one glance.
Multimedia Is Now the Default Language in Sports Journalism
The best stories today move across formats. Once written or cut into a video, they are pulled onto social media and reframed in a newsletter. This has become part of the job.
However, even as sports media uses more technology, authenticity is becoming important. Fans can spot lazy editing and writing. They will point out content that feels canned or overly formulaic.
To speak authentically to their audience, sports journalists should consider:
- Who is the audience?
- What do they already know?
- What do they want to know?
- What is the one thing they should remember tomorrow?
It’s also important not to push storytelling into hype, hero worship, or (conversely) outrage. Strategic storytelling should not mean manipulation. It should mean clarity.
UF’s Sports Media and Communication Graduate Certificate
Leaders in sports media master their craft and the modern tools of the trade. They know how to write with an authentic voice and think with data. Successful professionals understand platforms and people.
The University of Florida’s Sports Media and Communication Graduate Certificate is designed for that reality. Students can complete the 100% online, four-course (12 credit hours) program in as little as two semesters.
The curriculum covers the mix the industry now demands—digital content strategy, analytics and visualization, and innovation—alongside a global view of sports media and communication.
For those seeking a broader path, certificate coursework can also apply toward earning an online Master of Arts in Mass Communication.
