Are Sports Organizations So Busy Chasing New Fans that We're Forgetting the Ones We Already Have? The irony is that many of the barriers frustrating existing fans are the same barriers preventing new fans from becoming more engaged. That's why losing an existing fan can have a far greater impact than the loss of a single subscription or ticket sale. Better discovery helps existing fans find more of the content they want while making it easier for new fans to navigate a sport. Existing fans are the community.