🧲Beyond Borders: How Sports Brands Build Fandom in New Markets

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Fan engagement goes beyond likes and ticket sales, creating meaningful, two-way relationships that make fans feel seen, valued, and deeply connected to the brand. This newsletter features the best fan engagement stories from all over the world.

👇 Listen: In episode 50 of Sports Business Newscast,  I deep dive into IPL 2025’s booming advertising landscape, where team-level sponsorships have rewritten the sponsorship rulebook—and raked in over Rs 1,000 crore. I also discuss the business end of IPL Season 18’s ad money, brand battles, and who won off the pitch.  Staying with IPL, I share updates on how much brands had to pay to advertise during IPL and the role of influencer collaborations for brands. I wrap up the episode with news about global production company Banijay and NODWIN’s partnership to develop intellectual properties around gaming.

🧐 FEATURED STORY

In 2025, a loyal fan could be born on TikTok, live thousands of miles away, and never step foot in your stadium. That’s not a bug. It’s the business model.

The world’s top sports leagues have cracked the code to international fandom—not just by marketing games but by building meaning.

So, how do the Premier League, WWE, IPL, and American sports leagues like the NBA and NFL create lasting emotional connections with global fans?

Let’s unpack the blueprint.

🌍 The Global Fandom Playbook

1. Cultural Relevance > Cultural Dominance

Localization is not just about subtitles—it's about emotional alignment. The Premier League wins in Asia and Africa not by dominating—but by blending in.

2. Content Is the First Passport

Before fandom becomes commercial, it starts with discovery—and that means content. Reels, shorts, memes, and behind-the-scenes access are often how international fans first encounter a team.

3. Superstars Create Sticky Fandom

You can’t buy loyalty—you need icons. Global fans latch onto characters as much as teams. This is where the WWE excels: Roman Reigns is a walking storyline, not just an athlete.

4. Design Global Moments with Local Meaning

Big events are now engineered for maximum global impact. Think of the Super Bowl Halftime Show or IPL Finals—they blend sport with spectacle to attract casual fans worldwide.

5. Community Before Commerce

Too many brands rush to sell before they’ve earned attention. Smart sports properties build local communities first, then scale monetization.

🌐 How Can Sports Brands Engage with International Fans?

The challenge is clear: how do you build loyalty in a market where fans may never visit your stadium or see your stars live?

Here’s how the best are doing it:

1. Localization, Not Just Translation - Repackage content in culturally relevant formats, languages, and platforms. 

   Example: Bundesliga’s Hindi commentary during Der Klassiker.
   

2. Invest in Local Partnerships - Team up with local creators, musicians, and sports influencers to build bridges.

   Example: NBA India partnered with Indian hip-hop artists and cricketers for crossover campaigns.
   

3. Create Offline Touchpoints - Host screenings, fan events, community games, and merchandise pop-ups.

   Example: Arsenal’s fan screenings in Kenya feel like mini-Emirates Stadiums.
   

4. Leverage Diaspora Communities - Many fans abroad are first-generation or second-generation immigrants who bring passion from home.
   

5. Tell Universal Stories - Use storytelling to highlight values like resilience, underdog grit, or community—these resonate globally.

🔑 The 4 Pillars of Communication for Global Fan Engagement

To turn international viewers into fans, you need more than highlights. You need a structured approach to connect, retain, and activate fans globally.

1. Cultural Relevance

• Local language, humor, memes, and references.
  

• Know what fans care about beyond your sport.
  

2. Consistency

• Post-match content isn't enough. You need year-round storytelling, live reactions, and evergreen content.
  

3. Community Building

• Create spaces where fans talk to each other—not just consume content.
  

• Example: WhatsApp or Telegram groups, Reddit AMAs, regional Discord servers.
  

4. Participation

Co-create with fans. Let them submit chants, design merch, or appear in campaigns.

💡 5 Key Takeaways

1. Localize Emotion, Not Just Language – Win hearts by integrating cultural values, not just translating captions.
   

2. Treat Content Like a Front Door – Be on the platforms and formats where your next fan already hangs out.
   

3. Icons Are Bigger Than Logos – Build personalities your audience can love, meme, and follow.
   

4. Design Events for Social Currency – Think beyond the game; build pop culture moments.
   

5. Earn Trust Before Transactions – Community is the new currency of fandom.

📢 Final Thought

The sports brands that win globally don’t just export their product—they embed themselves into culture. The real test isn’t if a fan watches your game—it’s if they wear your colors, talk about your club, and defend it like it’s family.

Remember, Fans don’t fall in love with leagues.
They fall in love with stories, superstars, and shared moments.

Whether you’re a startup club, a legacy league, or a rising player, your next fan could be in São Paulo, Seoul, or Surat. The real question is:

What are you doing to deserve their love?

📥 Call To Action

👉 Got a Global Fandom success story? Share it with us.
👉 Want help identifying or activating micro-communities around your club, league, or brand? Let’s chat.

📬 Want More?

Next week’s feature: Language Localization Beyond Subtitles. Stay subscribed, stay ahead.

✍️ Curated by Nilesh Deshmukh