Betting on Culture

Sports brands are addicted to chasing the next big thing—tech gimmicks, flashy merch drops, viral campaigns. It’s a game they play, but it’s short-lived, hollow. The real move? Betting on the intersection of fan obsession and team culture.

Most brands don’t get it. They blast out generic messages, focusing on the obvious—star players, big wins—while the real connection, the one that matters, slips through their fingers. Fans aren’t just backing a team; they’re buying into what the team means to them.

This is where the smart brands separate from the pack. They dig into the team’s DNA, uncovering the stories, the values that pulse through the fanbase. They use data like a scalpel, slicing through the noise to find what fans actually care about. And then? They make it personal.

Localized gear that drips with regional pride. Content that’s not just a highlight reel, but a narrative that reflects the fan’s own life. Community events that resonate because they hit at the core of shared values. All powered by tech—analytics, AR, VR—creating a tailored, immersive experience that goes deeper than the surface.

In sports, culture isn’t just an accessory. It’s the heartbeat. And betting on it? That’s how you lock in fans for life.

The View from the Inside

• The Good: The most tangible success I'm seeing with sports brands is with organizations doubling down on first-party data activation and content distribution. The leagues and teams actively testing these two areas are learning more quickly than those focused on gadgets and gimmicks. They will be years ahead in the race for fans' attention.
• The Bad: Brands worldwide lack a comprehensive understanding of their fanbase's sports preferences outside their logo. This leads to a missed opportunity to understand and segment fan data appropriately to drive tone and personalization. Without regularly updated visibility into the brands, teams, and sports activities your fans engage in outside of your own, you risk losing relevance.
• The Ugly: Sports tech has become cool before it's become useful. For example, I've seen five "Top NIL Companies" lists in the last few weeks, with minimal overlap in the highlighted platforms. Contrast that with the conversations I'm having with athletic directors and parents of elite athletes, and the divide is evident: It's fun to talk about point solutions, but the people dealing with this daily do not feel like they're any better off.

The views expressed in this article are solely my own and do not reflect those of any organizations with which I am associated. If you enjoyed this newsletter, please subscribe, like, share, or comment. Your feedback and engagement are greatly appreciated!