Brand initiatives capturing fervent fans

Young people today blend their diverse identities within their fan communities. This perspective extends to modern sports fandoms, where enthusiastic support transcends mere gatherings, embodying passion, unity, and unwavering loyalty. Within the sports realm, these communities fuel the club's vitality, infusing every match or game with unwavering enthusiasm. In this dynamic landscape, let’s explore three recent initiatives aimed at nurturing dedicated fan bases.


Cultivating future hockey enthusiasts from the cradle, the Washington Capitals hockey team aspires to have infants "born to rock the red." Their endeavor takes shape in the form of the Baby Caps Fan Club, an initiative aimed at recruiting the next generation of hockey devotees. For the tiniest fans, the club showers infants with Caps-themed goodies, including a cozy onesie, a stylish bandana bib, a soft muslin blanket, and even a handy pacifier clip. As an extra touch, newborns attending their first game will be presented with a personalized Capitals "birth certificate" and an esteemed "My First Caps Game" certificate.

— Jenelle, 29, FL (Cassandra Collective)


    Around this time last year, all 20 Premier League clubs in the UK unanimously approved the introduction of the Premier League’s Fan Engagement Standard (FES). This standard serves as a benchmark for fan engagement, promoting the exchange of best practices across the league and establishing a platform for fan group representatives and independent fans to advocate for supporters' interests. These initiatives encompass enhancing the fan experience (both physically and digitally), advancing sustainability efforts, fostering corporate and social responsibility, and improving fan products and services.

    — Derry, 20, MI (Cassandra Collective)

      — Jordan, 23, TN (Cassandra Collective)

        HEIR APP

        As Gen Z actively seeks digital communities aligning with their interests, a fresh sports app tailored to this cohort has recently emerged. The Heir app, developed in collaboration with Web 3.0 sports technology, was co-founded by Jeffrey Jordan, the son of NBA legend Michael Jordan, offering curated, community-centric content centered around Gen Zs beloved sports players. Heir app grants fans the opportunity to engage in conversations with partner athletes, access exclusive content, and delve into team highlights and statistics. Moreover, the app goes beyond these features by incorporating community engagement elements such as games and events, accompanied by rewards and special offers for users.

        For more on fandoms, check out Cassandra’s latest report, The Eras of Shared Fandom, available exclusively to our subscribers.