Back in the days, the purpose of storytelling was to entertain people. Today, we know that stories have a significant effect on our thoughts and emotions. Therefore it has become an essential part of today's marketing. Whether you're a brand, a public figure or a regular person, telling good stories helps you to bond with your audience. Sports is one of the most accessible industries in terms of storytelling. Heroes, drama, comebacks and inspiration are all integral elements in the world of sports. Therefore I believe in the necessity of storytelling for sports brands.

How to Write a Good Story

I always tell people that telling a story is simple, but not easy. You basically only need three elements to set up a story:

- Subject (or Hero)
- Problem (or Challenge)
- Outcome

"1.4 seconds remaining in the 4th quarter of Game 7 of the NBA Finals 2020. Lakers are down with two points, but there's still time for a game-winning shot. As Danny GREEN sees how Anthony DAVIS is running to set a screen for JAMES, he immediately saw the opening at the corner. GREEN passes to JAMES, JAMES catches, JAMES releases the ball. And..."

The subject of this story is the Los Angeles Lakers. The problem: They're down by two points and they only have 1.4 seconds to win the championship. But I'll let you finish the outcome.

Of course, a story can and should be laying out more details so that the audience can be more emotionally attached to it. Someone who does not know anything about basketball, couldn't relate to this story, but the heart of a die-hard Laker fan would probably beat hard on this 60-words-only-story. So again, the structure of a story is simple, but you need to set up the right mood, a familiar environment and relatable elements in your story.

The Perks and Challenges of Storytelling for a Sports Club

As I mentioned before, sports itself comes with perfect elements to set up an exciting story. Especially when you're a well-known sports club, playing a popular sport and also when you're successful at it. You simply let the success tell the story for you and your audience grows automatically. But I firmly believe that every sports club is not just aiming for bandwagoners, but true die-hard fans. To connect with your audience more deeply, you have to share your whole story.

Let everyone know about your failures and your emotions. All the sweat, tears and heart the team has put in for their achievements. Things that regular people can relate to. Fans of the sport celebrate the team's success. But fans of the club also suffer with you through the hard times.

For instance, everyone who slightly knows anything about football might have heard about teams like FC Liverpool, Manchester United, Manchester City, Chelsea London or Arsenal London. I'm pretty sure that many football fans haven't heard of Sunderland A.F.C. Ever since the Netflix Documentary starring Sunderland A.F.C. launched, the team has won many new hearts and fans for their club. Why? Because the documentary highlighted deep insights about the club, the players, the people and the connection to the whole city of Sunderland. Sunderland tells a story many people can relate to, because this story shows that it's more than football and more about a club. Thus the club brings more value to the audience, despite their lack of success.

The Difference Between Telling a Story or Publishing News

News play a massive part in sports. Not everyone is capable of seeing a sporting event live. Therefore those who can't see an event, have to rely on the media. You check for the results, the stats and some unusual happenings of the game. Do the players get the chance to express their emotions? Certainly not. Otherwise, the athletes might experience a negative backlash, because the media is always trying to sell papers. Telling a story is far from objective. It digs deep into the inside of the happening. Thoughts and feelings should be shared because there is a vast difference in the effect of knowing how the athletes have performed and feeling what athletes have gone through. Storytelling is not about letting the audience know about stuff but letting them be part of it all.