The power of sports fans lies in their energy, enthusiasm, loyalty, and engagement, and that power spans beyond the impact of athletes, teams and leagues. The same qualities that draw people to a sports experience – community, belonging, creativity, innovation, exclusivity – are the qualities that create and nurture brand fandom. With deep understanding into the anatomy of a fan, combined with the effective use of emerging technology, brands have the tools to supercharge their strategies in building valuable brand fandom platforms that drive loyalty, affinity, and advocacy around the world. In this session, attendees will hear from experts at the Minnesota Twin, stadium augmented reality platform ARound, and the National Research Group on the latest installment of brand fandom research, unpacking the anatomy of today’s fan and the attributes brands need to appeal to in order to drive fandom.