Chapter 2
The Fandom Advantage
The question on the mind of every brand leader is simple: can they really get close to the same level of enthusiastic fandom present in sports and convert fickle customers into faithful followers, to the point that they will remain with your brand for life, regardless of what happens?
Of course, this is a high bar, given that sports is a matter of the heart. But our research highlights that pursuing that bar is worth it, as brands can gain as much from fandom as sports teams and organisations do.
When compared to consumer brands, our research found that being a fan of sports evokes deeper emotions. It brings more joy and happiness (38% vs. 32%), provides escapism from daily life (27% vs. 19%) and offers something to look forward to (36% vs. 30%)...
Emotional Impact of Fandom
Q: What, if anything, does being a fan mean to you? (Multiple choice response)
…but our research shows that the fandom advantage is real for brands too.
There are certain behavioural responses that are equally powerful for consumer brands as they are for sports, particularly when it comes to impacting your bottom line. Notable examples include purchasing merchandise or brand products (61%), buying gifts for others from the brand (60%) and actively convincing others to become a fan (54%).
Behavioural Impact Of Fandom
Q: Being a fan can truly shape what you do or buy. When it comes to the brand/sports team you are a fan of the most, how likely are you to do the following? (% Likely or Very Likely)
Arguably most interesting of all, the data highlights how fandom can enable brands to access a new long-term set of impact measures that can build resilience. For example, when it comes to buying outcomes, fandom makes brands less sensitive to price increases (52% vs. 47% for sports organisations) and being a fan influences what you spend your money on (28% vs. 16% for sport organisations).
Spending Impact Of Fandom
Q: Being a fan can truly shape what you do or buy. When it comes to the brand/sports team you are a fan of the most, how likely are you to do the following? (% Likely or Very Likely)
The secret is realising that when you focus on fandom, you are inherently supporting revenue as well, and not just for the short term. A long-term relationship with your fans comes to life for generations and expands beyond just the individual fan to those around them in their day-to-day lives. Fandom is something you have pride sharing – which looks like wearing the gear, sharing the content, bringing friends to experience what you love and much more.
Brands are right to invest in fandom, but are they investing in the right things?
The numbers don't lie
Fandom creates a proven advantage for brands, and we can help you unlock its full potential.