In an era where everything is social—from media to retail—fans don’t just consume; they advocate. Whether it’s a championship team, a new movie franchise, or the season’s hottest toy, fandom can be a double-edged sword if not approached authentically. For leading brands, data and insights are essential to navigating the complexities of the increasingly fragmented fan landscape. Drawing on the latest fan research from NRG, this panel brings together industry leaders from Mattel, Paramount, and the NBA to discuss how to win trust with fan communities across mediums.