The Fandom Advantage: How Strategies Can Fuel Brand Growth
This session explores how sports fandom provides a model for brands to move beyond transactional loyalty and foster true fans. We’ll discuss insight from our research that reveals how embracing fandom principles such as community, identity, gamification, recognition, and personalization allows consumer brands to unlock deeper engagement and lasting advocacy — particularly among Gen Z, who expect authenticity, interactivity, and participation.
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