Brands and fans: the power of connecting with communities

James Tollington, Fuse

Across the pond, Amazon Prime's docuseries Faceoff: Inside the NHL has been critically well-received and looks to be ticking the boxes for how to get fans on-side with long-form content. Part of a drive in NHL to double down on transparency and human connection - key values for Gen Z - the series focuses on its young stars, their love for the game, and the backstories that drive them. Even more importantly, it benefits from the full backing of the league and its franchises, rather than having to navigate fragmented interest levels (Break Point). 

Aligning with generational values and winning the backing of all stakeholders will help in capturing and engaging the fans of tomorrow. 

So for the moment, docuseries are here to stay as part of fandom. But to avoid fatigue in long-form sports storytelling, aligning with generational values and winning the backing of all stakeholders will help in capturing and engaging the fans of tomorrow. 

Siobhan McDade, Managing Director of Media, Jungle Creations

Fandoms are the ultimate goal for brands. In a more fragmented world, fandoms on social media are on the rise. Although fandoms are becoming more niche, there are more of them, giving brands a huge opportunity to tap into new and targeted audiences. In fact, 85% of people online, aged between 14-44 describe themselves as a fan of someone or something. And 74% Gen Z fans agree they like seeing brands engage with things they’re a fan of.  

Following Taylor Swift's eras tour, what started as a shared love for the artist, turned into a whole new way of life online.

“Swifties” may have been the biggest fandom in 2024. Following Taylor Swift's eras tour, what started as a shared love for the artist, turned into a whole new way of life online, via memes, Taylor proposal videos trending on TikTok and even creators dedicating their channel to her. 

For example, @AllySheehan made a channel on how to make Swifty friendship bracelets and posts regular video essays on the artist. The power of social media has made Taylor become cross-generational - opening up a whole new generation (Alpha and Gen Z) of Swifties beyond Millennials who grew up with her music.  

Above: Taylor Swift performing on her Eras tour. 

But if fandom is to continue to be successful for brands in the year ahead, they need to be able to play an authentic role, enabling its creativity and contributing to its growth. As fans become the creators, possibly one of the best examples that brands can learn from is LEGO - which allowed fans to share their own ideas for LEGO sets - helping them avoid fandom plateau.  

As fans become the creators, possibly one of the best examples that brands can learn from is LEGO

AI will also be a big trend in fandoms in 2025. It will make fan content creation easier, it will likely lead to new fandoms based around AI creators who aren’t even real. Lastly, we will see fandoms move online to IRL e.g bravocon - a 3-day event where “bravoholics” come to celebrate their favourite shows and stars of the channel. 

Above: The YouTube Lego Festival celebrated the content of LEGO fans

Robin Lickliter, Chief Experience Officer, Sparks

Fan culture is a gateway for brands to tap into the energy of purchase-ready consumers. Sports fans in particular already have significant buying power - they’re over 30% more likely to make a purchase when at a game, and U.S. sports ticket sales will top 15 billion dollars by the close of 2024. Working with the power of a community’s shared experience lowers a brand’s barrier to connection. 

Athleta harnessed this power for the 2024 Olympic Games with their Power of She campaign. The strategy centred on fan favourite Simone Biles in the brand’s first-ever linear ad. On the ground, they hosted a series of panels with female-led brands and held movement classes for Olympic attendees. 

 Working with the power of a community’s shared experience lowers a brand’s barrier to connection. 

The work was meant to strengthen Athleta’s connection with women consumers and boost the brand’s overall relevance in culture. They capitalised on big levels of emotional investment that are typical of the Olympic Games and were able to allow fans to quickly connect with the messaging because it was set within a context that was quickly and easily understood.  

The game plan for brands in 2025? Strategies that stay authentic by getting personal: custom content delivered straight to devices, moments that integrate with smart stadiums, or watch parties that harness the raw energy of the most passionate.   

Above: Athleta harnessed the power of Simone Biles' fans for the 2024 Olympic Games with their Power of She campaign

Zoe Zelken, Creative Strategist, Imagination

2024 was a standout year for fandom. Now more than ever, consumers are seeking brands that combine exploration and foster community into their experiences. It’s about creating added value for consumers beyond buying a product or partaking in the service.  

Fandom isn’t just about loyalty, it’s about belonging. And the brands that embrace this in 2025 will lead the way. 

Take the Visa Live at Le Louvre activation as an example. By leveraging the Olympics sponsorship to engage with music fans, Visa didn’t just create a buzz-worthy event, they created a cultural splash and crafted a lasting emotional connection with their consumers. It gave fans the opportunity to indulge in something they love, leaving fans walking away with a positive memory, associating Visa with moments that bring their passions to life.