{"id":173927,"date":"2023-02-08T16:15:22","date_gmt":"2023-02-08T23:15:22","guid":{"rendered":"https:\/\/inbusinessphx.com\/?p=173927"},"modified":"2023-02-08T16:15:22","modified_gmt":"2023-02-08T23:15:22","slug":"super-bowl-super-fans-new-report-unpacks-the-anatomy-of-a-fan-and-the-value-for-brands-at-major-sporting-events","status":"publish","type":"post","link":"https:\/\/staging.inbusinessphx.com\/?p=173927","title":{"rendered":"Super Bowl, Super Fans: New Report Unpacks the Anatomy of a Fan and the Value for Brands at Major Sporting Events"},"content":{"rendered":"
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Research from Stagwell<\/a>‘s National Research Group\u00a0<\/a>(NRG), a global insights leader at the intersection of technology, content, and culture, proves the value for brand activation at major sporting events like the Super Bowl in its newest whitepaper, “Building Brand Fandom at the Super Bowl.<\/a>” In the report, NRG outlines “the anatomy of a fan” by analyzing Super Bowl fans and non-Super Bowl fans’ responses to questions around their excitement for the game, the advertisements, viewing habits, social media consumption, perceptions of the brands involved, and more.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/header>\n
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The whitepaper is the second iteration of NRG’s “Brand Fandom” platform in the lead up to Stagwell’s Sport Beach<\/a> activation at Cannes 2023, tapping into the cultural zeitgeist of sport to unpack the journey to fandom across key categories and audiences, and the value for brands in making fans out of their communities.<\/p>\n

“There’s no question the Super Bowl is a pinnacle of culture-moving sports events, drawing everyone from committed NFL fans to passive viewers looking to be entertained,” said NRG EVP, Brand Strategy and Innovation, Fotoulla Damaskos. “In this installment of our research, we proved our hypothesis that the same attributes that draw people to sports \u2013 community, creativity, exclusivity \u2013 are the same ones that drive brand fandom. We encourage brands to think about the massive potential of cultural moments like these as driving forces for their business.”<\/p>\n

“There are few events that command such an energized fan base as the Super Bowl, and combined with the buzz before, during, and after a big sporting event, it’s a no-brainer for brands to become part of the conversation if they want to harness that kind of deeply rooted passion for their own brand,” said Stagwell EVP, Chief Marketing Officer Ryan Linder.<\/p>\n

Research found that when compared to non-fans, Super Bowl fans are more than just a large captive audience. They are coveted, as they are more likely to be:<\/p>\n