Foresight

Ipsos Synthesio’s Jessica Barsky explains how savvy brands are using sophisticated listening tools to map cross-category fandoms — and create winning brand strategies.

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.

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.

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.

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.

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.

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.

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.

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.