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How fandom mashups can sharpen brands’ marketing playbooks
Ipsos Synthesio’s Jessica Barsky explains how savvy brands are using sophisticated listening tools to map cross-category fandoms — and create winning brand strategies.
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Why women’s sports are the next frontier for brand growth
From sold-out crowds to lucrative sponsorship deals, women's sports are finally getting the recognition they deserve. It’s a turning point for fandom, sponsorship, and competition, says Parity’s Alana Casner.
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As women’s sports grow in popularity, brands need to get in the game today
The data is clear: women’s sports are no longer a niche. So brands looking to tap into these audiences need to do more than show up, says Ipsos’ Johnny Sawyer.
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How to fix youth sports to build future generations of players and fans
Tom Farrey, executive director of the Aspen Institute's Sports & Society Program, explains how to build a youth sports pipeline that builds kids up instead of pricing them out.
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How sponsorships help brands tap into new audiences for the long game
With Americans naming cost as the #1 barrier to fandom, strategic sponsorships can create unique fan experiences and unlock access for wider audiences, says Molson Coors’ Ann Legan.
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Why earlier fan input is the secret to sponsorship success
To convert attention from sponsorship ads into true brand connection, marketers need to listen to their fans from day one. Ipsos’ Lisa Sobilo explains how they can get off on the right foot.
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Why brands should reinvent sponsorships for the digital fandom era
From smartphones to livestreams, our digital-first culture is changing fan experiences, says Verizon's Nick Kelly. To keep up, brands and sponsors should understand how fans want to document and share these events.
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How digital platforms will reshape brands’ roles in fan communities
Digital platforms are transforming how fans curate, connect, and find community. But they're also capable of driving IRL action and engagement, says Pinterest's Nadine Zylstra.
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Why value proposition testing can spark fan loyalty
If they want fans of their own, brands need to start with their value proposition, says Ipsos’ Aron Galonsky. Here’s how testing and refining your core message can unlock lasting customer loyalty.
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How superfan expectations are reshaping brand-fan relationships
Taylor Swift’s Eras Tour affected everything from local economies to regional politics — but it also stands to influence the future of fandom. Journalist and Swiftie Kelsey Barnes gives a crash source in fandom and why today’s artist-fan connections will mean more than merch.