Velocity Volumes I: Why Cultivating Fandom Is The Winning Strategy

At Velocity, industry leaders from the MLB, NFL, NIKE, and TOGETHXR reminded us of a simple but defining truth: without fans, there’s no business. In today’s sports world, fandom isn’t just about showing up or tuning in — it’s about forging real connections that fuel engagement, loyalty, and long-term growth.

Fans now play a much bigger role than just filling seats. They’re repeat buyers, brand advocates, and community builders whose relationship with a team spans social media, live events, merchandise, and day-to-day culture. A great stadium atmosphere, a clever piece of content, or merchandise that authentically speaks to identity — these aren’t extras anymore. They’re what turn a casual fan into a diehard. 

And this idea isn’t limited to sports. Every industry depends on its own version of fandom — customers who show up again and again because they feel connected. When businesses invest in building that connection, the payoff is long-term loyalty and staying power.

Across the sports industry, Latino fans are driving cultural and economic momentum. This audience is younger, more digitally connected than ever, and highly loyal. They buy more merchandise, engage more with content, and show up across platforms in ways that consistently outperform other fan segments.

The impact of the U.S. Latino cohort is impossible to ignore. They’ve become one of the most valuable and influential consumer groups in all of sports. Teams that invest in culturally relevant content, show up authentically, and build genuine community ties are creating a foundation for sustained growth.

2026 has already brought this reality into focus. Bad Bunny’s record-breaking halftime performance at Super Bowl LX — officially the most viewed halftime show in NFL history (drawing more viewers than the game itself) underscored the power and scale of Latino influence in sports culture. When leagues invest authentically in Latino audiences, the return is undeniable. And, the NFL is seeing the payoff of recognizing that early.

Sports are having a major cultural moment — and it’s women who are driving the most impact. Women’s sports are dominating across channels, and redefining what it means to be a GOAT. Female athletes are showing the world what it means to be a a star. Today’s female athletes aren’t just competing and winning; they’re multi-hyphenates building brands that stretch across fashion, beauty, fitness, media, lifestyle, entertainment and more.

Additionally, we are seeing female commentators, anchors, coaches, filmmakers, and more telling the stories and giving us the score of what’s happening on and off the field. (Want to know who has their finger pulse — keep your eye on ESPN/Disney and how they’ve invested in women in sports).

This rise isn’t fueled by “charity.” It’s happening because fans want more stories, more representation, more access. Not to mention, in the U.S., it’s women who are bringing home the gold.

The demand is real, and the business opportunity is massive. For sports organizations, investing in women’s sports opens the door to a wider, more diverse fan base and a cultural movement with serious staying power. 

Velocity 2025 made one thing clear: (latino) fans are the heartbeat of sports. Cultivate your fandom, and the business will follow.

At Velocity 2026, we’ll continue this conversation — exploring how brands, leagues, and leaders can build deeper cultural connection and engage their fans and grow their business.