The Sound
  • About Us
  • Work
  • Services
    • Brand Communication
    • Brand Experience
    • Brand Strategy
    • Consumer Exploration
    • Creative Analytics
    • Product Innovation
  • Blog
  • Careers
  • Contact

Understanding Fans Beyond Transactions

The Challenge

Helping a sports brand gain a better understanding of fans beyond the box office and transaction figures, to drive engagement.

Our client is a powerhouse sports brand that owns and operates four major league sports teams. Each team has its distinct flavor and fanbase, all of which have a tremendous impact not only on the city but the entire country. The brand realized they could benefit from understanding fans beyond transactions; going deeper – beyond the box office and transaction figures… an understanding of their fans as humans. And that’s where The Sound came in.

The Approach

To illuminate each team’s fanbase, we explored quintessential fans via our mobile ethnography tool. We then selected super-fans to meet in person and deeply immersed ourselves in their values, traditions, and experiences of the teams to which they pledged their allegiances. We then finished by speaking with stakeholders who worked for each franchise to get their sideline perspectives. The Sound’s film team captured footage of these compelling conversations and created films highlighting the unique aspects of each fanbase.

The Impact

This work allowed our client team to better connect with their fans beyond the ticket booth! Our four inspirational films and fan portraits helped their marketing team (and the entire organization) develop creative and promotional ideas that could truly connect with fans.

Case Studies

Keep Reading

Humanizing Big Data

Humanising and bringing big data to life in a vast country such as India is often a long and expensive process — but not as challenging as predicting the direction of this fast-growing economy.

Read More

Connecting Brand and People

Connecting brand and people means practicing empathy and immersing your brand in your customers' daily lives to gain firsthand experience. One of the best ways to practice empathy is to experience it with your target. This sports drink brand signed up to do just that, getting out of the office and into their consumers' everyday lives; taking a walk “in their shoes.”

Read More

Elevating Events

The world’s leading events organizer was holding too many events to truly understand what makes each one special and different.

Read More
View All

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

Subscribe

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

Subscribe
The Sound

Copyright 2023 The Sound.
All rights reserved.

  • Terms of Use
  • Privacy Policy
Learn More
  • Work
  • Careers
  • Our Team
  • About Us
  • Contact
Services
  • Brand Communication
  • Brand Experience
  • Brand Strategy
  • Consumer Exploration
  • Creative Analytics
  • Product Innovation
Stay In Touch
Chicago

223 West Erie, Suite 5NW Chicago, IL 60654 United States

Tel: +1 312 265 1775
London

52-54 Rosebery Avenue, London EC1R 4RP, England, UK

Tel: +44 20 3597 2948
Vancouver

312 Main Street St, #268, Vancouver, BC V6A 2T2, Canada

Tel: +1 604 732 1090