“Fandom isn’t just about selling tickets, merch or content. It’s about building something bigger than your brand. It’s about creating a culture people want to be part of. A movement they feel ownership over.”
– Damian Bazadona, 5 Keys to Help Marketers Unlock the Power of Fandom
Whether you’re marketing a sports team, a Broadway show or a global brand, fandom is your most powerful asset. Here are five essential rules of fandom that create a sense of belonging, engagement, and keep your fans coming back.
Make It Personal
Make every fan feel like they matter. Find ways to connect on a personal level.
“When you walk into the arena, it’s like stepping into New Orleans itself.”
-Mel Barry, Senior Director of Marketing, New Orleans Pelicans
The New Orleans Pelicans don’t just sell basketball – they sell NOLA culture. They make every game feels like a festival, with music, food and celebrations. That personal, hyper-local touch extends beyond the game.
It’s a lesson that applies everywhere. Whether you’re running a live event or selling a product, making it personal makes it memorable.
Fan Collaboration
Stop treating fans like transactions and start treating them like partners. The best fandoms are built with fans, not just for them.
“Fans know when they’re being talked down to.”
– Melissa Anelli, CEO of Mischief Management, BroadwayCon
BroadwayCon succeeds because it’s shaped by fan feedback. First-timer meetups, interactive panels and community-driven programming reinforce the idea that fans are part of the experience, not just attendees.
That same approach works beyond conventions. The most passionate fandoms are the ones where fans feel a part of the community, heard, and valued.
Fandom Thrives on Moments
People don’t just remember what they buy—they remember how they feel. The best fandoms create unforgettable moments that keep people talking.
“Fandom is the currency of the Grammys.”
– John Loken, EVP of Marketing, The Recording Academy
The Grammys don’t just celebrate music, they manufacture moments. Whether it’s an unexpected collaboration like Elton John and Eminem or other show-stopping live performances, these moments transcend silos and bring people together.
It’s about the emotional connection.
Keep Up with Culture and Changes
Fandom isn’t static. It evolves, and brands that don’t evolve with it fall behind.
“Before the Netflix series, F1 was huge, but primarily focused in Europe. Now, with races in Miami and Las Vegas, there’s a real buzz in North America.”
– Jonathan Linden, co-president of Round Room Live
Formula 1 was a niche European sport until Drive to Survive helped turn it into a global phenomenon. F1 has completely reinvented itself.
This kind of cultural shift isn’t unique to sports. Whether it’s fashion, music, or entertainment, brands that embrace change—and give fans a way to experience such shifts—are the ones that stay relevant.
Exclusivity Drives Obsession
Scarcity makes things special. The best fandoms don’t try to be for everyone—they create experiences that feel like an insider’s club.
The Chicago Bulls nailed this with their limited art installation honoring the 1985 “Banned” Air Jordans commercial. They didn’t just tell the story—they made it an experience, tapping into the nostalgia and exclusivity that sneakerheads and hoops fans live for. When something feels rare, it feels legendary.
Fandom isn’t about what you sell—it’s about what you build. Get it right, and your fans won’t just buy your product; they’ll fight for it, defend it and recruit others to join.
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Make it personal. Connect on an emotional level.
Give fans a voice. Build with fans, where fans are heard and valued.
Create unforgettable moments that keep people talking.
Stay relevant. Embrace change and bring your fans along for the ride.
Be exclusive to what is relevant to your fans.
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Bazadona, Damian. 5 Keys to Help Marketers Unlock the Power of Fandom. Muse by Clios. February 18, 2025. https://musebyclios.com/musings/5-rules-of-fandom-for-marketers/