A new framework for audience-centric sports content strategy, the Sports User Needs Model, was launched today, . Developed by Dmitry Shishkin, Strategic Editorial Advisor, and smartocto, the model aims to address a critical imbalance in sports journalism – an over-reliance on fact-driven reporting at the expense of content that fosters deeper fan engagement and loyalty.
The impetus for the model stems from observations made a decade ago with the initial User Needs Model at BBC World Service. Shishkin notes that while journalists intuitively understand the need for stories that inform, explain, entertain, and evoke emotion, consistently delivering on these needs at scale proves challenging, particularly under the pressures of newsroom deadlines and increasing content volume. “Common sense doesn’t survive newsroom pressure,” he explained, adding that without a shared language and measurable framework, editorial balance often collapses.
The Sports User Needs Model builds upon this foundation, analyzing over 35,000 sports articles to identify patterns in audience behavior. The analysis revealed that over 70% of current sports output is primarily fact-driven – scores, results, and live updates – while the strongest engagement signals are concentrated in content that explains, provides backstage access, evokes emotion, and encourages participation.
This finding echoes similar observations made in general news a decade prior, highlighting a consistent pattern: audiences value factual information, but lasting relationships are built through content that goes beyond simple reporting. The model doesn’t advocate for reducing reporting, but rather for recognizing that reporting alone rarely differentiates a brand in a crowded media landscape.
The framework organizes sports coverage around four core intents: Know, Understand, Feel, and Do. These are further broken down into 11 specific user needs. Under “Know,” for example, are both “Update me” – covering scores and results – and “Show me live” – providing real-time updates like scores and transfer news. “Understand” encompasses needs such as “Introduce me to” (player and team profiles), “Explain it to me” (tactical analysis and rules), and “Take me backstage” (exclusive access).
Shishkin emphasizes that the model is not intended as a rigid formula, but rather as a tool to clarify the audience’s perspective and encourage experimentation within clear boundaries. He cautions against mechanical application, arguing that creativity often increases when intent is explicit. “A User Needs model isn’t a content recipe. It doesn’t tell journalists what to write or how to write it. It clarifies why a story exists from the audience’s perspective,” he stated.
Addressing a common concern that sports fans primarily want scores, the model acknowledges the importance of providing this information but stresses that it’s not sufficient for building long-term loyalty. The model proposes a shift towards a better mix of content, leveraging a single sporting moment – a World Cup draw, a major transfer, or an Olympic final – to generate coverage across multiple user needs without significantly increasing workload.
The model also recognizes that audience needs vary significantly based on sport, competition, market, platform, and age. It advocates for a flexible approach, applying the framework narrowly to specific sports, leagues, or events to identify actionable patterns. The aim is not to impose uniformity, but to create a shared language adaptable to local contexts.
Shishkin believes the most significant shift required is organizational. He has observed in numerous newsrooms that implementing a User Needs model leads to more intentional commissioning meetings, more meaningful analytics, and smarter follow-up strategies. When properly implemented, the model transforms from a theoretical framework into an integral part of the newsroom’s infrastructure, fostering a more audience-focused and effective approach to sports journalism.
