24/08/2026
Putting a logo beside a sport isn’t enough anymore. Here are my 3 biggest takeaways from the SponsorshipX Brand Fandom Summit on where sports sponsorship and storytelling are headed!
The way fans consume sports is changing, and brands have to change with them.
As athletes become platforms themselves, storytelling becomes one of the most powerful ways for brands to create memory. And the brands that win won’t just market around fandom. They’ll find a way to become part of it.
From attention vs. fandom, to the power of memory, to why brands like Reitmans are investing in women’s sports, these were the three themes I kept coming back to throughout the day.
Featuring insight from Alyson Walker, Nithya Ramachandran and Isabelle Bonin.