The sports industry understands the importance of, and is very good at determining, what sports fans ‘say’ and what they ‘do’. However, in a sector where the emotional connection is so intrinsic, we know very little about how sports fans really ‘feel’. 

On paper, two fans may appear very similar, yet the reasons that lie behind their love for a particular sport or team can vary greatly. By knowing what fuels and motivates a fan’s love for their chosen property, you can engage with them much more effectively through your content. 

Watch our on-demand webinar to see this in action, as our panellists, together with the Human Understanding Lab, look at how emotions and motivations can vary across different sports and demographics, and how to best harness this data in your creative output to guarantee the success of your campaigns.