Playing The Long Game: How to Sustain Fandom

Fandom Isn’t Accidental, It’s Intentional

There’s no denying that fandom is a business advantage. It builds resilience, loyalty and emotional connection. But it doesn’t happen by accident.

As easy as it is to look at big brands and assume the fans came naturally, it’s simply not the case. Affinity and emotional resonance aren’t by-products of business; they’re intentionally fostered and built by well thought out experiences and marketing.

Even during the upcoming summer of sports, brands are remiss if they expect fans to just show up. Building fandom requires going back to basics, reflecting on their purpose and, most importantly, thinking about how to improve the fan experience in meaningful ways.

Inherited vs Chosen Fandom

Fandom isn’t accidental. But it can be inherited. This is especially true when it comes to men’s football, where support for a team is passed down from generation to generation. Women’s football is an example of chosen fandom. Audiences are actively deciding to support a team based on their personal preferences.

Most brands will have to contend with the latter, underscoring the importance of really understanding your audience, their expectations and considering how to generate pride.

Women’s football is a prime example. Fans attending on matchday want an experience outside of the 90 minutes on the pitch. They tend to come earlier, stay longer and spend more than fans of men’s sport.

Organisers have tapped into this by making match days about more than simply just watching a game. They’re about a fun day out with the family, somewhere to catch up with friends and a place to enjoy unexpected extras like a live podcast recording.

Keeping Up the Momentum When the Moment Fades

Sports matches, concerts and festivals are, by their very nature, fleeting. To mitigate this, brands must give as much attention to the small moments that come before and after the big ones. This can look like creating forums and hosting watch parties or even leaning into cultural and topical moments.

Going off script can be just as valuable. When competitors are looking at the same data and employing the same tactics, it’s not enough to just give a gift or promo code. Yes, these are effective levers for driving conversion. But they don’t nurture emotional connection.

‘Surprise and delight’ can manifest itself by identifying unique signals or interests that fans have in common and doing something playful. Small, interesting or bizarre, the result remains the same. When you offer a clear value exchange that aligns with audiences’ behaviours and interests, you get that authenticity kick. Fans felt seen and understood.

After all, fandom is earned during intimate experiences, not mainstream ones.

That’s not something that can be automated, but AI plays a role. It provides fans with quick and easy access to information, helps brands understand their audiences more precisely and delivers personalisation at scale. However, it’s not a substitute for creativity nor human judgment. Fandom is sustained by systems, but it’s built on the trust formed through human connection.

Don’t Drop the Ball

Fandom isn’t easy, no matter who you are. Big, small, heritage, challenger: it’s not something you buy, and it can’t be sustained through moments in isolation.

Creating and nurturing fandom requires consistency, creativity and a deep connection with your audience. It’s about understanding that the biggest opportunity isn’t the big game, but what comes before and after it.