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Thought Leaders in association withLBB Events
Thought Leaders
The New Economics of Fandom
08/07/2026
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08/07/2026
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A UK Advertising roundtable explores where commercial value in sport is really created
Commercial value is no longer created in one place. It is created across the ecosystem
That changing definition of value sat at the heart of a UK Advertising roundtable at Cannes Lions, bringing together leaders from across the global sports ecosystem. The conversation also came during the introduction of the Lions Sport programme track, reflecting the industry’s growing recognition that sport is no longer simply a sponsorship opportunity. It has become a cultural platform, media channel and commercial ecosystem in its own right. Despite representing very different parts of the ecosystem, a consistent picture emerged. The economics of fandom are changing because commercial value is no longer created by rights alone. Increasingly, it is co-created through activation, cultural understanding, long-term partnerships and genuine participation in fan communities.
At a time when audiences are increasingly fragmented, live sport remains one of the few places where millions of people still choose to experience the same moment together. For advertisers, that combination of scale, attention and cultural participation has become increasingly valuable. Those moments don’t end with the final whistle. They continue through social media, creator content, athlete storytelling and fan communities, extending both the conversation and the commercial opportunity
For years, the sports marketing ecosystem had clearly defined roles. Rights holders created opportunities, broadcasters brought live sport to mass audiences, brands invested in partnerships and agencies activated campaigns. Those roles remain as important as ever, but the way value is created has become far more interconnected. Athletes now build direct relationships with fans and increasingly shape culture themselves. Creators influence how sporting moments are discovered, experienced and shared. Fan-generated content extends conversations long after the event has finished. Live sport continues to bring audiences together in real time, while creator content and athlete-owned channels extend those moments across multiple platforms. Rather than replacing one another, every part of the ecosystem now plays a different role in how fans experience, share and engage with sport, with each contributing to how commercial value is ultimately created.
That shift places greater emphasis on what happens after a partnership begins. Buying rights creates opportunity; it does not automatically create impact. The brands creating the greatest commercial value are those that enhance the fan experience rather than simply attaching themselves to it. Whether through creator-led storytelling, live experiences, athlete partnerships or solving genuine fan needs, the strongest activations create content and experiences that fans actively choose to engage with and share. Content is no longer simply supporting sponsorship; it has become one of the primary ways partnerships create value.
Culture sits at the centre of that shift. Every sport has developed its own language, traditions, behaviours and expectations. Entering those communities increasingly requires the same level of understanding as entering a new international market. The most effective partnerships recognise that fan culture cannot simply be interrupted with marketing; brands have to earn the right to participate. As sport continues to move at the speed of culture, understanding those communities is no longer simply a creative consideration. It has become a commercial capability.
Emerging sports properties illustrate that shift particularly well. Whether through the continued growth of women’s sport or new formats such as Baller League, brands have an opportunity to grow alongside communities while they are still being built rather than simply buying into established audiences. Long-term partnerships, investment in athletes and creators, and a commitment to growing alongside the sport were increasingly viewed not simply as good marketing, but as sound commercial strategy. The opportunity is no longer just to sponsor sport. It is to help shape the culture that surrounds it.
Perhaps the more interesting implication is what this means for how success is defined. If commercial value is increasingly created across an ecosystem rather than through rights alone, then measuring the value of rights alone no longer tells the whole story. The conversation becomes less “What are we buying?” and more “What are we trying to achieve?”
That is the new economics of fandom. Commercial value is no longer created in one place. It is created across the ecosystem. Rights holders continue to create the moments, communities and platforms that make fandom possible, while broadcasters bring those moments to mass audiences. Participation is what unlocks their commercial value. The brands that succeed won’t simply be those investing more in sport. They’ll be the ones that understand the culture well enough to become part of it
This roundtable brought together global leaders including: Sarah Jones, Director of Planning, Sky Media, Sally Sheppard, Director of Marketing, Stadium Revenue and Fan Experience, Man City, Jason Shoffman, Global Creative Director, Baller League, Vanessa Taveras, Chief Partnerships Officer, Athletes Unlimited, Barry Byrne, Chief Growth Officer (Fractional), Umbrella, Jim Coleman, CEO, EMEA, We are social, Joel Mishcon, CEO, Founder Chrome Productions / Founder, Recap, Steph Rogers, Chief Marketing Officer, 49ers, Max Clark, Founder , Shoot to Kill Studios, Oli Bealby, Co-Founder, Stereo Creative, Sujit Jasani, Comms & Marketing Lead, UEFA EURO 2028 UK & Ireland, Harry Hesp, Marketing Director, Baller League, and Aisling Conlon, International Director for UK Advertising, Advertising Association (Moderator & Editorial).
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