Changes in Fan DNA and the impact on the sponsorship industry

Global brands are trying to engage global audiences. The repertoire of things we engage with in our technology enhanced lives has expanded, while fragmentation and pay walls have nudged us away from old habits:

» Our expectations for relationships with brands has become more nuanced

» we’re more focussed on authentic experiences

» we’re less focussed on traditional mass media.

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Fan Revolution Report

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“Fan DNA is a pioneering behavioural approach, that can help you identify or target the fans who react most positively to your sponsorship.” Mike Wragg, Executive Vice President, Global Head of Research

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