Game On is an original sports fandom & culture research project designed to help brands understand how people engage with sport today, and how that understanding can inform more meaningful strategy.
What is Game On?
Game On is a deep dive into modern sport fandom and culture, grounded in original qualitative, quantitative and cultural intelligence research across the US and UK.
We explored how sport shows up in people’s everyday lives, how they watch, participate, follow, create, connect, and what those behaviours mean for brands operating in and around sport.
This is not a trend report or a surface-level overview.
It is sports culture research built from real people’s lives, designed to support strategic decision-making for brand, marketing and insight teams.
The power of modern sport
Our research shows that sport remains one of the most emotionally powerful cultural forces in people’s lives.
People use sport to:
Build identity and self-expression
Create and maintain friendships
Feel part of a community
Connect through shared moments and stories
We can bring Game On to you!
Our session will show you and your team how to connect with sports culture in a way that feels genuine, impactful, and well aligned with your brand values.
A Game On sports culture research briefing gives teams:
A people-led understanding of modern sports fandom
Clear insight into sports consumer behaviour
A stronger strategic foundation for brand decisions
Inspiration, grounded in cultural reality, not spectacle
Game On is designed to help teams think more clearly about sport and more confidently about how their brand fits within it.
The next 4 years are going to be particularly pivotal in the US, but rippling across the globe. In 2026 the US will host the FIFA Soccer World Cup followed 2 years later by the LA Olympics in 2028 - 2 of the biggest sporting events in the world.
As billions of viewers tune in and immerse themselves in these international spectacles, brands are presented with unique opportunities to engage consumers in a meaningful, authentic way.
Make no mistake, there will already be a competition for pole position going on, but the question is how, as a marketer of any brand, you engage for maximum impact.