When Results Don’t Matter: What Fandom Teaches Brands About Loyalty

When Results Don’t Matter: What Fandom Teaches Brands About Loyalty

From relegation scraps to exploding phones, the strongest fandoms aren’t built on wins but on identity, belonging and a story people are proud to stay part of.


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If you’re a football fan, it’s hard to escape the heated battle for survival at the bottom of the Premier League table this season. Nottingham Forest, West Ham United, and, most surprisingly, Tottenham Hotspur, three teams you’d have been shocked to see struggling, are all circling the drain.

Poor form, and the looming threat of relegation as your beloved team plummets down the table, can be devastating for fans. That pain was on brutal display during Tottenham’s 5–2 thrashing by Atletico Madrid recently.

Of course, as rival fans, it’s easy to point and laugh at Spurs. But something struck me during last week’s game.

Brandmakers with Louise Foley, Director of Marketing, Europe at Pinterest

Brandmakers with Louise Foley, Director of Marketing, Europe at Pinterest

Listen on Spotify Listen on Apple Music Watch on YouTube Welcome back, it's week three of the Brandmakers podcast, and Hannah is joined this week by Louise Foley, who is director of marketing, Europe at Pinterest. Louise and Hannah got stuck into the subject of trends and signals, and what marketers need to do to stay on the right side of cultural relevance. She also detailed her own marketing strategy and her push into fun and meaningful experiential events. Disclaimer: we recorded thi


Hannah Bowler

Hannah Bowler