Fresh User Needs Model for Sports Journalism: A Framework for Audience Engagement

A new framework for understanding sports fan consumption habits has been launched, aiming to move beyond simply reporting scores and results to cater to a wider range of audience needs. Developed by Dmitry Shishkin and smartocto, the Sports User Needs Model builds upon previous work in news and seeks to provide a more disciplined approach to content creation and commissioning in the sports media landscape.

The Evolution of User Needs in Journalism

The concept of a User Needs Model originated in 2016 with Dmitry Shishkin at the BBC World Service, recognizing that audiences were no longer passively waiting for news but actively demanding it on their own terms. The User Needs Model 2.0 identifies four core drivers for news consumption, with two universal user needs falling under each axis. This model gained traction globally, helping newsrooms move from intuition-based content creation to a more data-driven, operational discipline.

Adapting the Model for Sports

The Sports User Needs Model applies this established framework to the unique characteristics of sports audiences. While acknowledging that fans fundamentally desire scores and live updates, the model highlights a significant imbalance in current sports coverage. Analysis of over 35,000 sports articles reveals that over 70% of output is fact-driven, while the strongest engagement comes from content that explains, provides backstage access, evokes emotion, and encourages participation.

The Four Core Intents and Eleven User Needs

The model is structured around four core intents:

• Know: Focuses on providing factual information. This includes “Update me” (scores, results) and “Show me live” (real-time updates, live blogs).
• Understand: Aims to provide context and deeper insights. This encompasses “Introduce me to” (player/team profiles), “Explain it to me” (tactical analysis, rules), and “Take me backstage” (exclusive access).
• Feel: Connects with the emotional aspect of sports fandom.
• Do: Encourages participation and action from the audience.

These intents are supported by eleven specific user needs, providing a granular layer for content tagging, analytics, and commissioning.

Addressing Common Concerns

Several key questions have emerged regarding the implementation of this model:

• “Isn’t this just common sense?” While the concepts may seem intuitive, the model’s value lies in its ability to translate those intuitions into scalable, measurable practices.
• “Why complicate things when fans just wish scores?” Scores are essential, but building lasting loyalty requires offering content that goes beyond basic information.
• “Doesn’t this risk turning journalism into a formula?” The model is intended to foster creativity within clear boundaries, clarifying the audience’s perspective rather than dictating content.
• “We don’t have the resources to serve all these needs.” The model isn’t about creating more content, but about producing a better mix, leveraging a single event to generate coverage across multiple user needs.
• “Our audience is different.” The model is designed to be adaptable, recognizing that the mix of user needs will vary based on sport, market, platform, and audience demographics.

Organizational Shift is Key

The most significant impact of the Sports User Needs Model is expected to be organizational. Successful implementation requires intentional commissioning meetings, more meaningful analytics, and smarter follow-ups, transforming the model from a theoretical framework into an integral part of the newsroom infrastructure.