{"id":12167,"date":"2025-04-02T15:13:53","date_gmt":"2025-04-02T19:13:53","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/02\/from-fans-to-communities-how-storytelling-music-fuel-sports-culture\/"},"modified":"2026-05-07T18:30:40","modified_gmt":"2026-05-07T22:30:40","slug":"from-fans-to-communities-how-storytelling-music-fuel-sports-culture","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/from-fans-to-communities-how-storytelling-music-fuel-sports-culture\/12167\/","title":{"rendered":"From Fans to Communities: How Storytelling & Music Fuel Sports Culture"},"content":{"rendered":"\n

Sports fandom is more than just passion for the game \u2013 it\u2019s about identity, connection, and shared experiences. Whether through matchday rituals, terrace chants, or viral social moments, music and storytelling play a huge role in shaping the culture around sports. But what makes certain content resonate beyond the game itself? How do music, media, and storytelling deepen the emotional ties between fans and the communities they\u2019re part of?<\/p>\n","protected":false},"excerpt":{"rendered":"

Sports fandom is more than just passion for the game \u2013 it\u2019s about identity, connection, and shared experiences.<\/p>\n","protected":false},"author":21,"featured_media":12168,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[46,7],"topics":[2],"class_list":["post-12167","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-aweurope-2025-sessions","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"\nFrom Fans to Communities: How Storytelling & Music Fuel Sports Culture | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/from-fans-to-communities-how-storytelling-music-fuel-sports-culture\/12167\/\" \/>\n<meta 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\/>\n\t<meta property=\"og:image:height\" content=\"1020\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Becky Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Becky Johnson\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/from-fans-to-communities-how-storytelling-music-fuel-sports-culture\\\/12167\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/from-fans-to-communities-how-storytelling-music-fuel-sports-culture\\\/12167\\\/\"},\"author\":{\"name\":\"Becky 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