Category
Marketing
Fan Immersion
Trend cluster
Fandom
Marketing
Brands are strategically tying team pride and product consumption together.
Category
3.7
Trend score
Trend
What is the Fandom Marketing trend?
Fandom Marketing: The inclusive nature of teams and fandom resonate strongly with consumers, which is being adopted by brands as a means to feed off of the associated passion. Using sponsorships and event-branded products to create a fanatic atmosphere, brands are becoming a part of the action to the delight of consumers.
Trend themes
Themes within the Fandom Marketing trend
Three behaviours holding the trend together01
Fandom Marketing
Brands and advertisers are utilizing sponsorships and event-branded products to become part of the fanatic atmosphere of sports events, feeding off the passion associated with teams and fandoms.
02
Activity-Encouraging Promotions
Promotions that give consumers the chance to win limited-edition branded items are a way for brands to encourage activity and get more people involved with their products and events.
03
Sporty Drink Packaging
Brands and suppliers are dressing up their products' packaging to represent different sports, tying in with major sporting events and influencing consumers' purchasing decisions through creative, eye-catching designs.
Industry implications
What the Fandom Marketing trend means for industry
Where the trend changes the playbookFor
Sporting Goods Manufacturing
Manufacturers of sporting goods can partner with sports teams to create custom products and designs that represent the culture and essence of their programs, tapping into the modern sports fan's desire to participate in their team's process and successes.
For
Beverage Industry
Beverage brands are utilizing creative packaging designs and limited-edition promotions to tie in with major sporting events and encourage activity through consumer participation and special giveaways.
For
Advertising and Marketing
Ad agencies can help brands utilize sponsorships and special product promotions to become part of the fanatic atmosphere of sports events and leverage the passion of fans for increased brand recognition and sales.
Trend signals
Trend signals for Fandom Marketing
Trend score 3.7 out of 10, from popularity 60%, activity 43%, freshness 8%.
Audience
90%Men
10%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
South America
Evidence
Examples of the Fandom Marketing trend
6 featured examples from Mar 3, 2014 to Aug 17, 2015Team Spirit-Themed Shoes
The Nike Week Zero Collection is Customized by Varsity Football Teams
Sportswear brands can collaborate with sports teams to create customized products that drive fan engagement and loyalty.
CategoryFashionActivity-Encouraging Promotions
Coca-Cola Will Give Away Soccer Balls for This World Cup Promotion
Beverage companies can leverage major sporting events to promote their products, build brand loyalty, and drive sales.
CategoryLifestyleSporty Drink Packaging
'Milla' Launched Limited-Edition Labels Inspired by the European Games
Providing customized packaging for sporting events and teams.
CategoryLifestyleImmaculate World Cup Ads
This Listerine World Cup Ad Reminds You to Keep a Clean Mouth
Disruptive innovation opportunity: Develop oral hygiene products that cater specifically to sports enthusiasts and fans.
CategoryLifestyleLustrous Soccer Brew Bottles
The Budweiser World Cup Bottle Has Been Revealed
Breweries and beverage companies can capitalize on the trend of creating limited-edition bottles for major events like the World Cup to generate excitement and increase sales.
CategoryLifestyle
French Fry Football Re-Enactments
McDonald's FryFutbol Uses Fries to Recreate FIFA 2014 Highlights
Fast food chains can explore unique marketing strategies, such as integrating their products into entertainment content like McDonald's FryFutbol.
CategoryLifestyle
