The Fandom Advantage

This report reveals how brands can tap into the power of sports to build deeper, longer-lasting relationships with their audiences.

Our independent research, spanning 1,400 consumers across four European markets, uncovers the growing challenge of loyalty and the gap between consumer brands and sports organisations when it comes to fandom.

Introducing our new Sports Playbook, six proven plays for brands to help close this gap.

Use the navigation bar above to jump between chapters, from the data behind the fandom gap to the practical plays any brand can use to convert fleeting buyers into lifelong fans.