Brands must take a leaf out of top-level sports teams’ playbook and earn – not be tempted to buy – customer fandom through consistent, connected experiences that build emotional connection over time.
So says a new report by Apply Digital, which draws on proprietary research comparing brand engagement with the deep, enduring fandom seen in sport.
It identifies a clear “Fandom Gap”: while nearly three-quarters (71%) of people consider themselves deep fans of a sports team or organisation, only just over half (53%) say the same about consumer brands.
Across industries, from consumer goods and fashion to travel and entertainment, Apply Digital’s research highlights that brands are investing heavily in influencer partnerships and viral activations, yet failing to turn that attention into lasting fandom.
Sports fandom drives more emotional impact than consumer brands, providing more joy and happiness (38% vs 32%), greater escapism from daily life (27% vs 19%), and offers something to look forward to (36% vs 30%).
But both sports organisations and brands illicit high-value behaviours from their fandoms, including being likely to purchase merchandise or brand products (61% for consumer brands vs. 59% for sports organisations); buying gifts for others (60% for consumer brands vs. 56% for sports organisations); and actively convincing others to become fans (54% for consumer brands vs. 52% for sports organisations).
Most interesting of all, consumer brands can leverage fandoms to drive resilience. Fans are less price sensitive (52% vs. 47% for sports organisations), and their fandom is more influential on their spending (27% vs. 16% for sports organisations).
But despite their heavy investments in one-off campaigns, a Fandom Gap persists across all brand categories. Even in sectors with strong marketing investment – such as fashion & beauty (71% vs 51%) or entertainment (71% vs 52%) – brands still lag far behind sport when it comes to earning genuine fan devotion.
To help close this gap, brands need to approach fandom in the same way that sports teams and organisations do: by building a digital ecosystem that fuels all fan interactions over time. The Fandom Advantage identifies six key plays from the world of sports, that brands can apply across this ecosystem to build fandom every day:
– Enable Close Encounters: Foster smaller, more intimate fan connections between family and friends, beyond social media.
– Backed by Your Roots: Allow fans to immerse themselves in your heritage, using rich storytelling and behind-the-scenes content.
– Personal Means Pride: Fans don’t want a personalised coupon; they want to be recognised and feel part of something bigger.
– Bring Your A-Game: Make engagement joyful through gamification and exclusive rewards, not just points.
– Always Look Alive: Maintain year-round engagement through relevant content and an always-on mobile app that allows them to engage however and whenever they want.
– Fans Over Franchises: Give fans opportunities to co-create and contribute, rather than always pursuing collaborations with influencers or franchises.
Apply Digital managing director EMEA Sarah Hackett said: “These insights show that fandom can be built with intent, it’s not a happy accident. By designing for community, emotion, and participation, brands can create loyal fanbases that deliver lasting business growth.”
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