RESEARCH + INSIGHTS
Borderless Belonging — Stories Over Stadiums
New research on why fandom has outgrown geography
Sport still commands enormous attention. But the way loyalty forms, travels, and sticks has fundamentally shifted.
Borderless Belonging is a new global study from Ideally and Stereo Creative, exploring what fandom really looks like when you stop treating it as geography and start treating it as culture. Across the US, UK, Australia and Japan, we surveyed 2,385 fans to understand what pulls people in, what keeps them engaged, and what the sports industry is still getting wrong.
The findings matter for rights holders, brands, marketers, and anyone trying to build meaningful connection through sport.
Download the report below.
Sport still commands enormous attention. But the way loyalty forms, travels, and sticks has fundamentally shifted.
Borderless Belonging is a new global study from Ideally and Stereo Creative, exploring what fandom really looks like when you stop treating it as geography and start treating it as culture. Across the US, UK, Australia and Japan, we surveyed 2,385 fans to understand what pulls people in, what keeps them engaged, and what the sports industry is still getting wrong.
The findings matter for rights holders, brands, marketers, and anyone trying to build meaningful connection through sport.
Download the report below.
FROM THE REPORT
