[Marketing Week] Bob Koigi: Culture drives sports fandom

Building the next generation of fans will require more than broadcasting games

For decades, sports fandom was defined by geography, family tradition and loyalty to a team. That model is shifting. According to Acceleration Community of Companies' (ACC) Gen Z Sports Fandom & The Mega-Moment report, Gen Z is discovering sports through culture, creators and athlete personalities before the competition itself.

The study found that 49% of Gen Z sports fans became interested in a sport or athlete through fan-created content or cultural moments, while 32% support individual athletes over teams and 25% would rather follow an athlete's personal story than watch them compete. Only 26% identify as die-hard fans who regularly watch full games, with nearly half preferring highlights, social content and athlete updates.

The findings suggest athletes have become media brands whose stories, online communities and personalities are increasingly driving fan engagement. Live events are also evolving into entertainment experiences, with 78% saying they attend or would attend major sporting events for concerts, fan festivals and celebrity appearances. Meanwhile, 65% expressed interest in documentary-style storytelling around Olympic athletes.

The research signals a broader shift for sports organizations and brands. Building the next generation of fans will require more than broadcasting games—it will demand athlete-led storytelling, creator partnerships, immersive experiences and culturally relevant content that extends well beyond the field of play.

Campaigns of the week

The Gate has launched a campaign for The AA in partnership with Sony Pictures to promote Spider-Man: Brand New Day, combining cinema advertising, outdoor media and social activity ahead of the film's UK release.

AMV BBDO has launched a campaign for Škoda that transforms graffiti found along the Tour de France route into artwork promoting the Tour de France Femmes avec Zwift.

SNIPES USA has launched its 2026 back-to-school campaign, Pull Up Fresh, featuring DJ Khaled, rapper JT, fashion and lifestyle personality Azzy Milan and Twitch streamer Reggie Travers.

Agencies and accounts

Havas Media Network UK has been appointed global media agency of record for mobile games company King following a competitive review.

Integrated communications agency Trevelino/Keller has been appointed by luxury vehicle company Vintage Modern to lead its public relations and communications strategy.

Independent creative agency Motel has been appointed agency of record for Riviera Travel. The agency will develop a global brand platform and campaign to support the travel company's next phase of growth.

Partnerships and acquistions

Advertising holding company Meet The People (MTP) has expanded its presence in the southern United States through the acquisition of Dallas-based agency The LOOMIS Agency and its digital marketing arm, iluminere.

Brave Bison has confirmed it is in discussions with System1 Group over a possible combination that would create a larger marketing data and technology business listed on AIM.

Independent agency 303 and sister media agency Mediahub have formed a strategic alliance with Melbourne-based creative agency Pembleton.

Appointments

Plan.Net Group has appointed Alexander Rohwer as Managing Director, expanding its leadership team as the company continues to develop its end-to-end marketing offering.

M+C Saatchi Group UK has promoted Guy Bradbury to Chief Creative Officer of its UK creative agency and appointed Regan Warner as Executive Creative Director as it strengthens its creative leadership team.

Fold7 has appointed Matt Hennell as the first Managing Director of Fold7Design, the agency's design and brand division, as it looks to expand the offering and support future growth.

Other major news of the week

Publicis Groupe has increased its full-year 2026 organic net revenue growth guidance after reporting stronger second-quarter performance.

Digital and social agency Dig & Dig has expanded into the UK with the opening of a London office. The move reflects increasing demand for strategies that address how people discover brands across search, social platforms and AI-powered tools.

Bob Koigi is the editor-in-chief of Marketing Report.One

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