Report: The Fan Connection Crisis

Why showing up isn’t enough: new research reveals what actually bonds fans to brands 

 

NEW YORK, NY — Sports fans are more than spectators—they are deeply invested participants in culture. They gather around rituals. They build identity through teams and traditions. They don’t just follow brands—they feel them. At least, when brands get it right. 

Yet despite their unmatched loyalty and cultural fluency, many fans feel a disconnect from the brands flooding their sports experiences. 

 

Today, MikeWorldWide (MWW) released The Fan Connection Crisis: Why Brands Are Still Missing the Mark with the Most Passionate Audiences in Marketing, a new report exploring the widening gap between brand visibility and emotional relevance in sports marketing. 

 

“Brands have long operated under the assumption that high visibility in sports equals high impact with fans,” said Bret Werner, President, MWW. “But this research shows that presence doesn’t guarantee connection. If you’re not engaging fans in ways that reflect their identity and values, you’re just background noise.” 

 

A New Lens on Brand Impact in Sports 

The report was developed using MikeWorldWide’s proprietary AI-powered platform, PRISMA, which leverages consumer data from BERA.ai to evaluate brand performance and uncover the attributes that strengthen connection and reveal where it’s falling short. The report analyzes five key consumer categories with significant sports marketing investment, including automotive, casual dining, CPG, financial services, and footwear. Each category was evaluated against six emotional drivers of connection, from cultural relevance to societal commitment. 

 

Where Brands Are Falling Short—And What They’re Missing 

Across the board, the findings point to a common issue: brands are showing up in sports, but in ways that don’t match the emotional energy of fandom. 

 

• In the automotive category, brands are admired for innovation and performance, but remain emotionally distant—powerful, but not personal. 

• Despite being the places fans gather to celebrate and commiserate, Casual Dining brands are failing to stand out or feel relevant. 

• Trust runs deep with CPG and financial services brands, and yet they rarely create excitement or cultural momentum. 

 

In contrast, footwear brands are proving what’s possible: by aligning with fan identity, collaborating with cultural voices, and building products that become part of the ritual, they’ve created real emotional stakes with audiences. 

 

The common thread? Cultural participation is what creates value. 

 

“Too many brands are still treating sports as a media channel, not a cultural platform,” said Werner. “The report makes it clear: visibility without relevance is a missed opportunity and the brands that stand out will be the ones that show up with purpose, participating in culture, and building rituals fans can own. 

 

Download the Report
The Fan Connection Crisis is now available. Discover where brands are falling short, and what it takes to build real connection in the modern sports landscape.