In a tech era marching to a drumbeat of ‘go faster, go harder or go home’, people are turning to human connection more than ever before. Why and how is fandom fast becoming a strategic priority for brands?
Against a backdrop of climate anxiety, relentless technological change, geopolitical tension and economic turbulence, people are craving pockets of joy, authenticity, self-expression, escape and humanity more than ever. And they’re channeling that need into fan communities – whether that’s swapping obscure F1 stats on TikTok, meme-ing their Fantasy Premier League disasters, writing fan-fiction about reality TV stars or creating bespoke merch from their bedrooms.
Tech has supercharged this shift. Social platforms, creator tools and AI-driven discovery have opened up new ways for people to connect with their passion points and with each other, on their own terms. And their playground is only set to get bigger – with the global media and entertainment industry set to soar to $3.5tn by 2029, according to PWC forecasting.
Power to the people
There’s no single fan journey anymore. Fans have the access, the voice, and the expectation that brands, artists and teams will meet them where they already are.
The power is in their hands now – and it carries real commercial weight, says Sarah Dawson, managing director and executive vice president,brands & properties UK, at leading sports, music and entertainment company THE·TEAM.
Drawing on data from The Weekend Project, THE·TEAM’s proprietary fan insights platform which aims to help brands understand what fans think, feel and do in real time, she says: “People don’t fall in love with algorithms. They fall in love with something that will give them goosebumps, belonging and passion. Our job as marketers is to create those emotions that will deliver results.
“Emotionally connected consumers are more valuable in terms of lifetime value. And brands that invest in cultural relevance see higher share of voice, stronger equity and more resilient long-term growth. Plus, we are genuinely creating experiences and memories that people will hold on to and remember forever.”
The Weekend Project research highlights that fans engage in different ways, but they’re all looking to experience joy – mainly through four key drivers:
1. Creativity
Creativity has become a defining force in modern fandom. Fans remix, reimagine and build on the things they love. The need for creative and meaningful self-expression is especially strong in music fans, whether they’re designing elaborate custom merch, making social fanfic on Wattpad, or organizing listening parties.
What this means for marketers: Check out Barbie’s partnership with the England women’s national rugby union team, the Red Roses, offering fans licensed merchandise with inspiring messages, limited edition products and immersive fan zone experiences. It’s a great lesson in meeting fans’ creative energy head-on, giving them the tools, space and freedom to co-create the experience alongside you in an accessible, authentic, celebratory way.
2. Expertise
Fans love going deep – learning, analyzing and obsessing over the details that fire up their imagination. Social platforms allow them to indulge this obsessiveness through infinite scrolling which builds friendships along the way.
What this means for marketers: Feed that curiosity. Offer insider access, depth, data and behind-the-scenes storytelling that lets fans feel closer to the mastery they admire. Use AI to curate the knowledge fans crave faster, smarter and more efficiently.
Take Sage and the Six Nations. The brand’s smart ball technology provided real-time data on ball movement, distance, and player actions. Its content series explored with the pros how Sage’s performance insights have aided on-field decision-making.
3. Escapism
The joy of stepping out of your own life and into someone else’s story is a massive pull in fandom. Reality TV is one of the biggest sources of escapism for fans, whether they host watch parties, attend drag brunches, visit iconic show locations or follow their favorite reality stars on social media. Huge global conventions like BravoCon feed this need, with brands joining in to boost awareness and engagement.
What this means for marketers: The key word here is join. Celebrate and support authentically – don’t chase. Build worlds fans can escape into and feel like they own, and give them ways to live the story beyond the screen.
A good example is how British & Irish Lions sponsor ResMed cast the ex-England prop Joe Marler as a key part of its Sleep Squad to show the link between a good snooze and high performance.
4. Humor
This is about the joy of shared jokes and the kind of ‘in-fun’ that only insiders truly get and want to share. Podcasts such as ‘Live, Laugh, Luke’ are a prime example. From fessing up to embarrassing memories to discussing relatable scenarios, humor fuels community connection and keeps fans coming back.
What this means for marketers: Speak the language of laughter. Lean into the humor in an organic, native way to earn genuine cultural relevance.
Look at how McCoy’s used lifestyle creators, including Luke Hamnett’s irreverent comedy, in its creator-led ‘Hot Takes’ campaign, to launch its new Hot n Spicy flavor. The campaign celebrated McCoy’s unapologetic attitude while showcasing the new flavor’s heat in a way that sparked debate across Instagram and TikTok.
Ultimately, “translating passion into something meaningful for fans is less about formula and more about the art of creating moments where the magic happens,” says Dawson. “Create something that allows fans to fuel their passion and the brand connection will go beyond functional, to emotional.
“Above all, fans crave community. They want to feel part of something bigger and to have fun whilst doing so. Facilitate that, and the rewards will come.”
