Beyond the Super Bowl: What Sports Teams Can Learn From Brands

In sports, loyalty isn’t what it used to be. At a time when millions of fans are tuning in for the Super Bowl matchup between the Kansas City Chiefs and Philadelphia Eagles, there’s an undeniable shift happening beneath the surface: Younger generations aren’t rooting for their hometown teams as their parents did—they are rallying behind players, personalities and moments. 

The most obvious example is how some of the biggest conversations this season aren’t just about key matchups or game strategies, but about Travis Kelce and his crossover stardom fueled, in part, by his relationship with Taylor Swift. However, this shift in fandom isn’t new. A 2021 study of NBA fans found that 39% would rather their favorite player win MVP than their team secure a championship. And when Lionel Messi left Paris Saint-Germain in 2023, the club’s social media following dropped by nearly a million overnight. 

While there are still pockets where prioritising a player over a team might be seen as a betrayal of core values, for the most part, gen z isn’t tied to logos. It’s a global phenomenon, and from what I’ve seen, sports teams are not sure what to do about it. Players command millions on social media and through personal sponsorships, and many teams believe signing star talent is the only way to attract new fans. However, the solution might not just lie in chasing star talent—it could come from studying their strategies, which often resemble savvy brand marketing.

To understand how teams can attract fans that don’t just tune out when their favourite athletes transfer or when the season ends, we need to understand how they operate. Fandom today is less about legacy and more about shared values, emotional connection and entertainment. Gen z has spent their lives in a world where loyalty to any one institution—whether it’s companies, political parties or sports teams—feels fragile. Their loyalty hinges on two primary questions: Who entertains me? Who aligns with my values or interests?

For teams, this means that the old playbook of relying on geographic loyalty, team history and success on the field just doesn’t resonate with a generation that prioritises authenticity and clarity of mission. Don’t get me wrong, teams need to invest in their players. Big names bring money, fans and championships. But especially those who are not in a big market have to figure out their brand identity, too. 

Think about The Cleveland Guardians, for example. There are people who will root for them no matter what. It’s not merely about wins and losses—their long World Series drought is proof of that. It’s about an emotional investment in a narrative of perseverance. Similarly, Buffalo’s Bills Mafia thrives on loyalty and shared pride, showing that brands rooted in values can foster deep, enduring fandom.

Or look at the NWSL as another case in point. Communities like the Rose City Riveters in Portland have created a culture of inclusivity and activism as supporters of the Thorns. This strong ethical stance enhances the Thorns’ reputation as a club committed to social justice, which helps attract fans beyond local markets. For leagues like the NWSL and WNBA, both exploring expansion, building a clear brand identity early—even before assembling a roster—is essential.

Defining your team’s core values is essential, but so is being entertaining. I often remind clients that their biggest competition right now are not other teams—not even other sports. It’s TikTok. It’s YouTube. It’s Fortnite. 

Brands have recognised the necessity of an always-on engagement strategy; sports teams can do the same. While this may feel opposite to the tradition of watching a game on Sunday night, the reality is that there are countless ways to keep fans engaged between games. In fact, gen z now spends more time watching highlights than full live matches.

This creates both an opportunity and a need to sustain the excitement year-round. It might start with simple content—like sharing behind-the-scenes moments from training sessions or player interactions—and then advancing to more innovative approaches. For instance, LIV Golf’s 54th Dimension campaign brought team personalities to life using immersive, surreal narratives, pairing high-energy visuals with innovative storytelling to spark conversations and capture attention.

Brands reward consumers with access and rewards. Teams can benefit from treating their fans in the same fashion. Experience, accessibility and connection are the currencies of modern fandom. Those who thrive will be the ones who adopt an always-on approach, build personal connections with their audience, and integrate themselves into their fans’ broader cultural and digital lives. 

The future of sports hinges on our ability to entertain on and off the field as much as we inspire. The big game reminds us of what fans crave more than trophies: they want connection and experiences. Teams that act more like brands—through emotional alignment, compelling content and a culture of engagement—will create legacies that thrive well into the next generation of fandom.