From the Super Bowl to the Olympics, sports and culture drive each other’s momentum, creating powerful touchpoints for fans and brands alike. This session explores the dynamic relationship between sports and culture—how this shapes fan engagement, influences merchandise trends, and defines the cultural zeitgeist. We’ll examine how brands leverage this synergy to connect with audiences on a deeper level, amplifying their impact and driving the cultural narrative. Discover how sports and culture are fueling momentum together, setting trends that transcend the game.