The roar of a stadium, the buzz of an online community, the excitement of a merchandise drop -- all are driven by passionate fans. In today’s economy, where consumers are often tightening their wallets and brands face shrinking marketing budgets, fans can offer a critical growth opportunity.
Fans are not just enthusiastic supporters – they can also be a pivotal driver of brand engagement and revenue. In fact, Deloitte’s recent report on fandom highlights that fans are willing to spend more than the average consumer on tickets, with music fans willing to spend approximately 48% more on and sports fans willing to spend around 59% more.
By focusing on highly engaged fans, companies can foster stronger relationships, enhance loyalty, and generate new and consistent revenue streams. Engaging fandoms should be a core component of a broader marketing strategy, not an isolated tactic Here’s how:
Craft Experiences That Go Beyond the Transaction
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Fans crave more than just products. They interact with brands across platforms and often seek meaningful, immersive and connective experiences. Creating benefits such as exclusive events, personalized content and behind-the-scenes access can satisfy their desire for deeper engagement. For example, offering concert tickets with exclusive access to a post-show Q&A, early access to new content or song drops, or discounts on merchandise can enhance fans’ connection and translate into recurring engagement.
Meet Fans in the Digital Realm
Deloitte’s research shows thatroughly halfof Gen Z and millennials report that their fandom is important for them to stay connected to friends,and over half say it helps them make new friends. Brands can cultivate vibrant online communities to encourage user-generated content that drives interest, engagement and authentic interactions.
Hybrid Events: A New Path for Engagement
For budget-conscious consumers, brands can explore engaging fans through hybrid events. Research shows roughly 40% of consumers are interested in alternative live event formats, like paying to watch live sporting events or a broadcast of music concerts in movie theaters. Hybrid formats enable brands to reach wider audiences without the high costs of traditional live events while still tapping into the emotional connective tissue between fans.
The Future of Fan Engagement
The future of fandom is promising, especially among younger generations who prioritize their passions despite rising costs. For event attendance in the last six months, data shows that Gen Z and millennial attendees paid almost 50% more for concert tickets and sports tickets compared to the average attending consumer. Moreover, these younger consumers are prepared to spend even more in the future, indicating a willingness to pay up to 56% more for concert tickets than the average consumer, and 79% more for sports tickets.
By recognizing this potential, brands focused on delivering memorable, value-driven experiences for fandom can build a foundation for long-term success. As the market evolves, those that integrate fandom into marketing strategies should be better positioned to thrive.