Momentum’s Global Fandom Study Explores the Role of Brands in Fan Communities
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Momentum Worldwide has released the Executive Summary of their Global Fandom Study, highlighting key insights for brands looking to engage with fan communities in 2025.
The study uncovers the core emotional drivers behind fan identity and identifies the three foundational pillars of fandom. It also emphasizes how brands can authentically connect with fans, showcasing their evolving role in fostering meaningful relationships.
In an increasingly disconnected world, fandom continues to bring people together across borders, generations and industries. More than just casual interest, fandom is a central part of consumers’ identities. As fandom evolves, so too does the role brands play within these communities. Instead of being seen as an intrusion, brand involvement in sports is increasingly welcomed—provided it adds genuine value.
In a world that feels increasingly disconnected, fandom remains a powerful force that unites people across borders, generations and industries. More than casual interest, fandom is a core part of consumer identities, and as it evolves, so does the role brands play within these communities. Instead of being seen as an intrusion, brand involvement in sports is increasingly welcomed — only if it adds real value.
Read the full report below.
