Fandom Analytics Framework

Fandom is the ultimate level of consumer loyalty. The extraordinary passion of sports fans and the unique structure of sports create a need to rethink analytics. This chapter outlines a Fandom Analytics Framework that provides a structure for systematically considering the foundations of fandom, the psychological benefits of being a fan, the application of marketing analytics techniques to fandom assets, and the transferability of fandom to additional categories through sponsorships. The framework also recognizes that sports fandom is ultimately driven by winning; therefore, player and game strategy analytics are at the core of fandom.