A fandom is a group of people that share an intense interest (obsession) in a franchise or an individual, or a hobby, genre, fashion, etc. Fans spend a significant portion of their time, energy, and money on their obsessions. Here are five ways to market to fandom.
Lower Barriers to Entry
Nicole Kankam, Managing Director of Pro Tennis Marketing & Entertainment at the USTA, shares, “free doesn’t devalue”.
Fan Week at the U.S. Open wasn’t a giveaway, it was an invitation. And the people who accepted it didn’t just show up for a one-off – many became repeat customers.
Price isn’t a filter. The thing that really filters people in is the experience itself.
Underserved Audiences are Growth Audiences
Jacie deHoop, Co-Founder of The Gist, reminds us that exclusion is not just a moral failure – it’s a business failure. Sports media ignored women and casual fans, and The Gist built a brand by simply acknowledging they exist.
It echoes what the NBA Finals tapped into by bringing Kevin Costner and Mindy Kaling into the fold – pairing unexpected voices with the sport to widen the tent. Exclusion can leave business opportunities (money) on the table.
It’s easy to say your product is for “everyone.” Harder, and more valuable, is to ask: Who have we overlooked?
The Experience Starts Before the Curtain Rises
Broadway press insiders like Ruthie Fierberg, Executive Editor, Broadway News; Alex Birsh, COO, Playbill; and Robert Diamond, Founder and CEO, BroadwayWorld; talked about how the show starts long before the house lights dim. It’s the lobby playlist. It’s the photo booth. It’s an invitation to join in the fun.
That same thinking is behind how studios build anticipation with trailers that feel like cultural events in themselves. The first impression is often the most powerful – and fans never forget how you set the stage.
We put so much of all our energy into the “performance” – the campaign, the product, the main event – when, in fact, our audience has been experiencing us for weeks already. Fandom is cumulative. Every touchpoint counts.
Center the Brand Around a Clear, Unifying Purpose
Andrew Harvell, Manager of Digital Strategy and Optimization at Southwest Airlines, shared that the carrier has a lot of moving parts. But what they really stand for is democratizing the skies.
And then there’s Shania Twain clocking in at McDonald’s. On paper, it sounds absurd. But watch it and it just … works. Why? Because it’s not trying to be something it’s not.
Purpose gives you something to come back to when the world shifts (and it always shifting).
Focus on Depth, Not Just Reach
Michael Vargo, SVP of Disney’s Fan Club D23, shares, “I’d rather 100 people feel something real than 10,000 people scroll past us.”
Lowering barriers makes you more inclusive. Inclusion broadens your purpose. Purpose demands experiences that resonate. Experiences deepen impact. And deep impact? That’s what keeps people coming back, year after year, season after season.
—
Van Tyne, Sean. Five Essential Rules to Fandom. SeanVanTyne.com. October 6, 2025. https://www.seanvantyne.com/2025/10/06/five-essential-rules-to-fandom/
Van Tyne, Sean. Fan Engagement Monetization Experience. SeanVanTyne.com. August 2, 2025. https://www.seanvantyne.com/2025/08/02/fan-engagement-monetization-experience/
Van Tyne, Sean. Fan Engagement Experience Design. SeanVanTyne.com. July 7, 2025. https://www.seanvantyne.com/2025/07/24/fan-engagement-experience-design/
Bazadona, Damian. 5 Lessons of Fandom from the U.S. Open, Southwest Airlines, Disney and More. Muse by Clios. September 6, 2025. https://musebyclios.com/musings/5-lessons-on-fandom-from-the-u-s-open-southwest-airlines-disney-and-more/