Ear to the Ground, a global strategic and creative agency, has announced the launch of the 24/25 Fan Intelligence Index.
It’s an annual report that ranks the world’s top 100 brands by cultural attraction in sport and gaming.
The report offers exclusive insights into how brands are resonating with today’s fans, based on feedback from a network of over 11,000 influential sports and gaming fans.
This year’s report introduces the trend of “Hyperfocus,” which, it says, “is reshaping the way brands connect with their audiences. In a landscape where fans crave deeper, more authentic connections, Hyperfocus urges brands to commit to their core audiences rather than relying entirely on traditional mass marketing approaches.”
HAVE YOU ALSO READ?: Opinion: How marketers can navigate shifts in sports fandom
Owen Laverty, Chief Innovation Officer at Ear to the Ground, explains: “Hyperfocus is transforming the way fans engage with brands. Brands that dive deep into their niche and offer intimate, emotive storytelling with innovative experiences are the ones winning fan loyalty. This is where the future of brand attraction lies.”
Key insights and highlights from the 24/25 Fan Intelligence Index:
- Nike, YouTube, and adidas are this year’s top performers, with Nike securing the #1 spot “thanks to its cutting-edge storytelling and ability to bridge physical and virtual worlds.”
- The report reveals major winners and losers in cultural attraction, with Dove and Guinness climbing the ranks, while Uber and Starbucks face significant declines
- Fan_Intelligence_AI, Ear to the Ground’s proprietary tool, powered these insights, revealing subtle shifts in fan language, preferences, and behaviours that brands must adapt to in order to stay relevant
“Fans are no longer interested in brands that try to be everything to everyone,” says Laverty. “They’re drawn to brands that stand for something, focus on their niche, and authentically connect with the communities that matter most to them.”
The 24/25 Fan Intelligence Index is a must-read for brands aiming to elevate their cultural relevance and foster deeper fan engagement. With exclusive insights on the latest shifts in fan attitudes and behaviours, the report serves as a crucial roadmap for brands looking to connect with sports or gaming fans.
