Observed Signal · Jun 24, 2026 · Opinion / Analysis · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Brands Should Cultivate Fandom, Not Manufacture It
An opinion piece by Dennis Claus uses the Tartan Army’s World Cup behaviour to argue that brands should enable conditions for genuine fandom rather than attempt to fabricate it. Claus highlights how fans create their own experiences—organising travel, gatherings and fundraising—and cites research showing only one in four sports fans say on-field results are the main driver of fandom. The piece points to niche fandoms (Scotland, South Korea, Cape Verde) and brand activations (Irn‑Bru) as examples where culturally authentic, open communities deliver high engagement. The author recommends brands focus on community infrastructure, openness and fan-centric experiences to turn moments into long-lasting memories.
Practical marketing guidance on fandom and community-building is relevant to brand strategy and experiential marketing teams; however this is an opinion piece rather than a platform policy, technical release or major industry transaction.
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Key Takeaways & Evidence Grounding
- Opinion author Dennis Claus argues brands should cultivate conditions for fandom rather than manufacture it.
- Apply research cited in the article found only one in four sports fans cite what happens on the pitch as the main driver of fandom.
- Scotland’s Tartan Army raised $23,000 for local charities while attending World Cup events, per the article.
- The article cites brand activations such as Irn‑Bru’s “Made in Scotland from Girders” as examples of fan‑centric marketing that resonated.
- The piece highlights that niche teams (Scotland, South Korea, Haiti, Cape Verde) generate significant headlines and engagement despite smaller fanbases.
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Brands must build, not just badge, sports sponsorships
An opinion piece by Lucy Bairner (Collaborate Global) argues that modern sports sponsorship should move beyond logo placement and impressions toward co-created experiences that shape fan engagement. The article cites recent commercial strength in global sport — including sold-out FIFA top-tier packages, record tournament revenues, and F1’s audience growth driven by content such as Drive to Survive — and gives examples of brand activations from Airbnb, DoorDash, Michelob Ultra and IBM at major events. Bairner recommends sponsors start with audience outcomes, consider challenger properties and women's sport for value, and build enduring experiences so a brand’s absence would be noticed rather than just measured by logo visibility.
Brands Should Think Smaller at Big Sporting Moments
Dave Powell of Wonderland (part of The Strata Group) argues that brands win at major cultural and sporting moments by contributing to existing communities and culture rather than trying to steal the spotlight with generic mass broadcasts. He recommends community-first, authentic activations — often smaller and more local — that create genuine user-generated content and lasting brand equity. Examples cited include Nike’s collaboration with Palace Skateboards to open Manor Palace as a community hub, a Wonderland-organized community run with Olympic Gold Medalist Keely Hodgkinson to launch Nike’s Vomero 18, a Mr Beast stunt for the Feastables Australia relaunch, and Hellmann’s distributing sandwiches during Charli XCX’s tour. The piece positions experiential, community-driven marketing and credible collaborations as more effective than purely large-scale spectacle.
Cannes Lions: Brands Must Earn Participation, Not Presence
Analysis of the Entertainment Lions at Cannes argues the most effective brand work now earns attention by inviting participation from existing fandoms, communities and cultural behaviours rather than merely showing up. The Team (led in commentary by Alex Kemp) reviewed winning entries against three audience outcomes—attention, affiliation and action—and distilled six evaluation questions: cultural fit, audience truth, emotional pull, credible brand role, participation value and partner power. The article illustrates each criterion with recent campaigns (Club Deportivo Municipal, Mikkeller, Xbox, Adidas, Clash Royale, Jell‑O) that used fandom, live experiences, gamified participation or platform/talent partnerships to make brands relevant and give audiences reasons to join, share or act.
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