Philip Mordecai 9/16/25 Philip Mordecai 9/16/25

The 2025 Sports Playbook: How Brands Win With Fandom

Fan Voices: The 2025 Sports Playbook: How Brands Win With Fandom And Streaming - the CMO network-Forbes

As football season approaches, so too does one of the greatest annual marketing opportunities in America: sports sponsorships. For brands aiming to engage loyal, high-energy audiences, there may be no better channel than sports. From packed college stadiums to prime-time NFL slots, sports offer unique moments of community, culture, and connection.

But how can brands do more than just slap their name on a scoreboard? To understand the strategic blueprint for modern sponsorships, I spoke with Mike Proulx, Research Director at Forrester and author of Maximize the Value of Your Sports Sponsorships, along with two companion reports on case studies and activation planning tools.

Proulx opened with a bold truth: “Sports fandoms are among the most loyal and active communities that exist.” Whether it’s Alabama or Ohio State, the Kansas City Chiefs or the Eagles, sports fans show up with unmatched intensity. And yet, the sports landscape is evolving. Traditional leagues like the NFL and NCAA football remain juggernauts, but emerging formats are attracting fresh and often younger demographics. Pickleball, cricket, women’s leagues, and even combat sports like UFC and WWE are expanding the fan base and offering brands new playing fields.

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FORBES

Philip Mordecai 6/9/25 Philip Mordecai 6/9/25

Loyal to the oil – how religion and striking it rich shape Canada’s hockey fandom

Déjà vu is a common occurrence in the world of sports, and the Edmonton Oilers are no strangers to repeat matchups. The Canadian team faced off against the New York Islanders in both 1983 and ’84 for hockey’s biggest prize, the Stanley Cup. In this year’s National Hockey League finals, the Oilers will try to avenge their Game 7 loss to the Florida Panthers in 2024.

Edmontonians who have been “loyal to the oil,” as fans say, have been waiting for redemption ever since. The Trump administration’s threats toward its northern neighbor has fueled a wave of nationalism, making even more fans eager for a Canadian team to win the Stanley Cup – which has not happened since 1993. With hopes pinned to Edmonton, the finals also brings renewed attention to some of Canada’s biggest exports: hockey and oil.

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The Conversation / Cody Musselman, Judith Ellen Brunton

Philip Mordecai 5/12/25 Philip Mordecai 5/12/25

Different fans express their fandom in different ways - Sports and Entertainment: Key insights on fandom, betting, media, and more..

The ways we spend our free time are changing amidst generational shifts, technological innovation, and more. Read on for a closer look at Ipsos’ exclusive data on sports and entertainment.

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IPOS

Philip Mordecai 3/11/25 Philip Mordecai 3/11/25