Events

Sports teams often struggle with unifying efforts across functions to maximize an output towards a common goal, leading to inefficient practices and leaving revenue on the table. Traditional focus is often on ‘the fan’ as seen through a demographic lens: who they are, what do they buy. By reimagining how we view our fans, focusing on ‘why’ they engage with our brand, we simplify our purpose, unifying efforts and design solutions that resonate with fan desires by targeting the things that are valuable to them, leading to a more optimized business outcome.