Another expert made the distinction between the types of fans that engage with sports content and the prospective customers that B2B marketers seek. The point was that sports fans are very emotional, and passionately interact with organic content shared by fellow fans. They’re already engaged. In contrast, prospective customers sought by B2B marketers don’t have the passion and loyalty that sports fans come to the table with. Fans are willing to participate with great content through shares, likes, or comments, and will choose organic content over any TV or digital advertising.