5 Keys to Help Marketers Unlock the Power of Fandom

McDonald's, the Grammys, Snickers and other brands that get it right

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.

Whether you’re marketing a sports team, a Broadway show or a global brand, fandom is your most powerful asset. But like any great community, there are unspoken rules that define how you engage, grow and keep your fans coming back. What’s clear is that the most successful brands don’t just sell—they create experiences and a sense of belonging.

Here are five essential rules of fandom I’ve learned, along with examples of brands that are doing it right.

Make It Persona or Be Forgotten

Fandom isn’t about mass marketing—it’s about making every fan feel like they matter. The most successful brands understand this deeply, finding ways to connect on a personal level.

During a conversation with Mel Barry, senior director of marketing for the NBA’s New Orleans Pelicans, this point stood out. They don’t just sell basketball; they sell NOLA culture. Every game feels like a festival, with music, food and celebrations. As Barry put it, “When you walk into the arena, it’s like stepping into New Orleans itself.” That personal, hyper-local touch extends beyond the game.

It’s a lesson that applies everywhere. Whether you’re running a live event, selling a product or creating a bizarre AI clone of José Mourinho, making it personal makes it memorable.

Fans Aren’t Customers—They’re Collaborators

If you want real loyalty, stop treating fans like transactions and start treating them like partners. The best fandoms are built with fans, not just for them.

This mindset is what makes conventions like BroadwayCon thrive. Melissa Anelli, CEO of Mischief Management, which stages the shows, puts it simply: “Fans know when they’re being talked down to.” 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 communities are the ones where fans feel heard and valued. If your marketing doesn’t give them a voice, you’re missing an opportunity.

Fandom Thrives on Moments, Not Just Products

People don’t just remember what they buy—they remember how they feel. The best fandoms create unforgettable moments that keep people talking.

Take the Grammys, for example. They don’t just celebrate music; they manufacture cultural 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. As John Loken, EVP of marketing at The Recording Academy, told me, “Fandom is the currency of the Grammys.”

McDonald’s gets it—fandom isn’t just about the big stuff. Their latest campaign in the U.K. leans into the weird, wonderful ways people actually eat their food—dipping fries in milkshakes, hoarding extra pickles—and turning those little rituals into memories that matter. If you’re just selling a product without creating moments, you’re missing out on a key driver of fandom.

Culture Moves Fast—Keep Up or Get Left Behind

Fandom isn’t static. It evolves, and brands that don’t evolve with it fall behind.

Look at Formula 1. It was a niche European sport until Drive to Survive helped turn it into a global phenomenon. When I spoke with Jonathan Linden, co-president of Round Room Live, he pointed out how F1 has completely reinvented itself: “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.”

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.

Get it wrong, and, well … ever heard of MySpace?