Sports Journalism: Addressing 6 Key Questions About User Needs & Engagement
Sports publishers are being urged to rethink their content strategies with the launch of the Sports User Needs Model, a new framework designed to move beyond simply reporting results and towards understanding why fans consume sports content. The model, introduced this week by Dmitry Shishkin and smartocto, builds on a decade of work applying user needs analysis to the news industry and aims to address what its creators call an imbalance in sports coverage.
According to research underpinning the model, over 70% of sports content currently published focuses on factual reporting – scores, transfers, and game summaries. Still, analysis of more than 35,000 sports articles reveals that the content driving the most engagement falls into categories like explanatory journalism, behind-the-scenes access, emotional narratives, and opportunities for fan participation. This mirrors findings from a decade ago in general news, where audiences value facts but build relationships around content that goes beyond simple information delivery.
Shishkin, speaking at Newsrewired in November 2025, explained that the model isn’t about abandoning reporting, but recognizing its limitations. “Every platform has the score,” he said. “Particularly few facilitate fans understand, feel connected or take part in meaningful ways.” The framework organizes coverage around four core intents: ‘know’, ‘understand’, ‘feel’ and ‘do’. These are then broken down into 11 specific user needs. Under ‘know’, for example, are needs like ‘update me’ (scores, results) and ‘show me live’ (real-time updates, live blogs). ‘Understand’ encompasses needs such as ‘introduce me to’ (player profiles) and ‘explain it to me’ (tactical analysis).
The model’s creators anticipate skepticism, acknowledging that the framework may initially appear to be “common sense with a new label.” However, they argue that the value lies in its operationalization – providing a shared language and measurable framework to guide commissioning, planning, and content evaluation. Shishkin first introduced a User Needs model at the BBC World Service ten years ago, and witnessed its adoption by numerous news organizations, including its inclusion in the Reuters Institute Digital News Report. He believes the same discipline is now needed in sports journalism.
Addressing concerns about resource constraints, Shishkin emphasized that the model isn’t about producing more content, but a better mix. A single sporting event, he suggested, can generate coverage addressing multiple user needs without significantly increasing workload. Proper commissioning and planning are key, particularly in an environment increasingly saturated with AI-generated content. The model aims to reduce wasted effort on low-impact repetition.
The Sports User Needs Model is intended to be adaptable to different audiences and markets. Shishkin noted that the model has already been successfully applied across a range of countries and publishers, from the USA to Indonesia, and from legacy organizations to digital-native brands. He stressed that the most effective application is often narrow – focusing on a specific sport, league, or event to reveal actionable patterns. A webinar discussing the model’s findings is scheduled for March 5th.