Sports Culture and the Rise of Fandoms

Sports have the power to transcend borders, cultures, and backgrounds, and bring people together in ways few other activities can. Nowhere is this more evident than in the growing popularity of football in America, or not, since we can’t agree if it’s called soccer, football, or a secret third option that we all might agree on one day (Hint: we probably won’t).

The point is, sport has the power to bring out the best in everyone. We saw this summer at the Olympics in Paris, where we sadly didn’t get to watch Emmanuel Macron swim in the Seine to prove it was safe, just how much unity people putting on their trainers (or sneakers, of course) and jumping in sandpits can bring. Which, when you put it like that, is a bit weird, but we’re not about to start questioning the sanity of how someone even came up with events like the pole vault and steeplechase.

Sports are universal, but the landscape is changing, so let’s dive in (no, not for synchronised diving) and discuss how fans following sports is shifting as it gives rise to the fandom effect.

Inclusive Fandoms

Fandom is a pretty old word despite its modern sound, with it originating in 1901. It’s still used today, although it’s a lot more mainstream than it used to be.

Fandoms several decades ago were safe spaces for what pop culture would define as “nerds” to safely congregate and discuss their favourite television shows away from the judgement of others. It tended to skew towards the science-fiction lens, with the fandoms appreciating television shows like Star Trek and Doctor Who, the fans of these shows called “Trekkies” and “Whovians” respectively. The idea of fandoms grew, encapsulating other titles popular in nerd culture to include a lot of anime, which while popular, were seen as a niche interest in the West.

And because they were so niche, they often devolved into the members of the fandom being bullied by outsiders. But that’s why fandom matters so much. It’s a safe space for people - often people who are neurodivergent - to discuss their interests with like-minded people without any judgement.

But now fandom is part of the mainstream, and involves subjects that most people wouldn’t class as “nerdy”. Think of Taylor Swift’s fandom and how inclusive they are, exchanging handmade bracelets with strangers at concerts as a way to connect with people. Or the Army, the BTS fandom, which sees daily interaction of people all over the globe every single day.

With the subject matter of a fandom so varied, from music to television shows, there is of course a place for sport in the rise of the fandom.

Sports Fandoms and Cultural Differences

Every country has their sport. For England, it’s football, for India, it’s cricket, and for Japan, it’s baseball, which probably wasn’t what you were expecting, but they’re crazy for it. Not only is there a fandom for each team, but there are fandoms for each of the girls who sell refreshments in the stadiums. Not to mention that Japanese people regularly make trips to the US to watch their favourite Japanese player in the MLB. There’s a real sense of community for the fans - a fandom.

That’s not the only league tapping into the international market through fandom culture. The NBA’s popularity is booming in China, largely thanks to the NBA’s partnerships with Chinese social media apps and limited edition merchandise. It gives it a sense of exclusivity that isn’t present with the NBA in North America, but also fosters kinship among them.

The Premier League's fanbase is also growing in the US, highlighting how sports transcend their national origins. There are multiple reasons for this, such as Americans owning four of the “big six” Premier League clubs. Of course, the Premier League fans from the UK will be wholly different from the ones in the US - let’s not talk about the offensive football chants British fans shout during games, but despite the differences between them, they are united in their fandom with the passion they have for their favourite football - or soccer - team.

These leagues are skillfully blending their local roots with global strategies, aiming to connect with diverse audiences while maintaining cultural relevance. Our partnership with FIFA on the FIFA Store campaign is a testament to that. It celebrated the global football fanaticism that brings fans together from all corners of the world.

Sports Fandom and Gender Inclusivity

Sports fandoms don’t just transcend cultural differences. Women now represent a significant and growing portion of sports fans worldwide, with one in three women’s sports fans consuming more content in 2024. Addressing this audience directly offers brands a powerful opportunity to tap into a passionate and engaged demographic. By creating authentic, inclusive campaigns that resonate with women who love sports, brands can not only broaden their reach but also foster deeper loyalty and connection.

Through our work with Arsenal (USA), we've focused on ensuring that our community feels seen and valued, and with 200,000 fans at our events, we’ve surely had some success. By embracing women's contributions and creating campaigns that reflect their love for the game, brands can enhance their relevance, appeal, and long-term success in today's evolving sports landscape.

Ultimately, it's easy to fall prey to the idea of inclusivity. Look at the audience you think you're going after, and make your brand align with them. The truth is though, as we've seen here - you'll end up missing out on growing your fan base into unexpected audiences. It's not enough to be relevant, you need to be significant. Elevated above the rest and finding appeal in ways that others can't. I like to think that's where we come in, but you can look at our work and decide for yourself. If you're part of a sports team and are eager to expand your fan base, we've got some game-changing ideas for you. Click the Calendly link and schedule a chat.