In a world that often feels increasingly disconnected, one force continues to bring people together across borders, generations, and industries: fandom.
And according to Momentum Worldwide’s latest Global Fandom Study, it’s not only alive – it’s evolving. So, what does this mean for brands?
Far from being viewed as an intrusion, brand involvement in sports is increasingly welcomed—when it adds real value.
- 60% of fans want brands to be involved in their favorite sports
- And many are more likely to favor and purchase from brands that support their teams in meaningful ways
The Global Fandom Study uncovers the core emotional drivers behind fan identity, the three foundational pillars of fandom, and how brands can authentically connect with these powerful communities.
Click here to download the Executive Summary of our Global Fandom Study.
Listen to research (6min, 8sec).
(Source: Momentum Worldwide’s Global Fandom Study)