Why marketers are chasing fandoms instead of audiences

Marketing leaders have long rallied around industry buzzwords like "authenticity" or "community." Now their latest favorite is "fandom." New Engen chief creative officer Alice Wu says the term's meaning is clear: "It's where attention becomes identity. That's exactly why brands are so eager to get into these communities — it's not just buying awareness."

Brands like Stanley or Crocs, which became ubiquitous last year, are a prime example — they're betting that some of that fandom loyalty will spill over into brand awareness and, eventually, sales. The idea is simple: when a brand authentically connects with a fandom, it builds goodwill among consumers that later converts into sales.

But today's fandoms are forming across a fragmented, complicated landscape. Tamon George, co-founder and CEO of Creative Theory Agency, puts it this way: "Fandom is much broader now, and where people find what they're a fan of is no longer tied to geographic or traditional boundaries." Fandoms used to serve as a convenient demographic proxy in easily measurable places — sports stadiums or box offices — but now brands are tracking fans across every physical and digital space at once.

The sports boom is a clear manifestation of this trend: eMarketer data shows ad spending across linear and streaming sports broadcasts is expected to grow by a combined $5.3 billion between now and 2030. Beyond sports, shows like "Love Island USA" have also become powerful advertising real estate, and brands are increasingly signing deals with creators to "tap into" their fandoms.

Measuring fandom's impact is becoming its own discipline. At CeraVe, for instance, it's measured through audience engagement, content interest, awareness among new audiences and, ultimately, sales growth. CarMax chief marketing officer Sarah Lane measures it in terms of awareness, while AT&T looks at it as brand interest and sentiment, tracking its effect on purchase intent and customer engagement over time. Oura CMO Dag Sviney puts it this way: "In our marketing model, customer acquisition cost goes down as the number of people who are aware of the brand goes up."

Marketing leaders stress that fandom doesn't replace paid advertising — it exists alongside it, as a tool for building brand affinity. As George sums it up: "What matters right now is the depth of identity that comes through fandom."