Synthesis Partners
Network Effect
Unpacking shifts in sports fandom and what brands need to do to keep up
Unpacking shifts in sports fandom and what brands need to do to keep up
In an America marked by division and uncertainty, people are seeking spaces of connection and relief.
Sport has become an anchor. In the roar of packed stadiums and the pulse of online communities.
It offers the comfort of tradition in an age of dislocation, the rush of shared celebration when much else feels isolating, and a stage for a new generation to shape culture in more inclusive ways.
Fandom today goes beyond watching games. It is about reclaiming connection, identity, and hope in a world starved of all three.
Fandom is evolving, fast. Brands that stake a place today will define, build and shape culture tomorrow.
Women’s basketball is a powerful example of fandom in transformation. The 2024 women’s NCAA championship drew a larger audience than the men’s title game– a historic first.
The WNBA was named the fastest-growing brand in the U.S. (Ben & Jerry’s came second). And this season, the league shattered a 23-year-old attendance record.
Guinness shows how vital fans are for sport, and how they can come together over a drink, even if they don’t drink alcohol.
Heineken’s ‘Cheers To All Fans’ ad spoke directly to female fans who make up almost half the viewership of football fans worldwide.
Dos Equis ‘Go For Dos’ campaign broke down a play-by-play for fans to get better seats at a game.
Nike's So Win campaign feels culturally spot-on, and human at its core- showing what it takes to push through on and off the court. Tapping into the moment for women’s sports, spotlighting overlooked athletes and flipping criticism into fuel.
The adidas x FIFA World Cup 2026 launch of the Trionda ball captured the essence of a united World Cup, blending heritage across 3 host nations. Street football in Mexico City, urban courts in NYC and community pitches in Toronto — where soccer thrives as a symbol of diversity, inclusion, and the shared love of the global game.
Grey Goose x US Open turned tennis fandom into a lifestyle moment- drink as a social media status symbol. In 2025, there were over 740,000 GREY GOOSE® Honey Deuce® cocktails sold at the US Open.
Brighton & Hove Albion joined all 20 Premier League clubs in launching #TogetherAgainstSuicide with the Samaritans to put a spotlight on how men's mental health is often dealt with in silence, and the impact a conversation can make.
Aston Martin partnered with London-based nail brand Glaize to produce custom nail shades and stickers, recognising their changing fanbase, and offering fans new ways to show their support beyond typical sport merchandise.
The practice by which a brand associates itself with a sports team or fan culture—typically through heavy logo placement or surface-level sponsorship—without demonstrating a genuine understanding of, or earned connection to, the community or its values.
Supporters criticized the brand’s campaign as fan-washing—an opportunistic move that ignored the history and spirit of the club.
To understand today’s fandom, we went straight to where fans spend their time: YouTube.
sports at the core of American fandom
channels analysed, from top creators to key influencers
videos tracked over the past five years
connections mapped between channels
The result: a living map of how sports communities form, grow, and interact online—what fans say they care about, and how they actually behave at scale.
The brands winning loyalty don’t try to own a narrative without earning it. They understand fan communities and show up in ways that prove they’re fans too, whilst elevating the fan experience.
Attention is stretching beyond the game; culture is the new centre of gravity. Treat these intersections of passions (e.g. athlete playlists, video game cameos, shoppable fits, murals) as primary inventory to drive fresh attention.
The Triple-Spectacle framework shows how to grow and connect with fans. Culture pulls fans in, live experiences hold them, and renewal keeps the game alive. Keep your core fans close and engaged, whilst providing extended opportunities for new fans to discover your brand.
Network Effect is built on millions of connections and interrelated touch-points which is the blueprint for brands to meaningfully build relationships with fans and audiences worldwide.
“This isn’t just basketball-endemic brands coming to life. It’s an intersection of sport, culture, fashion, music, and technology—and no other league can bring those facets of business together like the WNBA can.”
We help brands get a deep understanding of the world's audiences and how they can resonate. Download our creds file to discover how we help brands connect with audiences at scale.
Our upcoming report on soccer and the MLS launches on 7th December 2025, while our analysis of tennis and the Australian Open will be revealed on 12th January 2026.
