--- title: Winnin Intelligence --- [![winnin-logo](https://content.winnin.com/hs-fs/hubfs/Winnin_Logo_Jun%202021%201.png?width=328&height=68&name=Winnin_Logo_Jun%202021%201.png "winnin-logo")](http://winnin.com) Open main menu Close main menu ![Logo Horizontal - Branca](https://content.winnin.com/hs-fs/hubfs/Logo%20Horizontal%20-%20Branca.png?width=150&height=33&name=Logo%20Horizontal%20-%20Branca.png "Logo Horizontal - Branca") ## CULTURAL INTELLIGENCE REPORT: THE NEW ERA OF SPORTS FANDOM ## Sports still move the masses. But attention is no longer born from the game alone. Major sports events remain rare moments of collective focus. What’s changed is where that focus forms, who shapes the narrative, and how relevance scales.  This document is part of the Cultural Intelligence Reports series, where we share findings from our Business Strategy team. **These analyses are 100% built using Winnin Intelligence,** our proprietary platform, and then share the results to help you gain more visibility into a given cultural topic.   ## Data Universe For this report, Winnin examined how attention around sports is formed using behavioral video data across global platforms and markets. ![videosanalyzed](https://content.winnin.com/hs-fs/hubfs/videosanalyzed.png?width=270&height=151&name=videosanalyzed.png "videosanalyzed") ![total views](https://content.winnin.com/hs-fs/hubfs/total%20views.png?width=270&height=151&name=total%20views.png "total views") ![engagements-1](https://content.winnin.com/hs-fs/hubfs/engagements-1.png?width=270&height=151&name=engagements-1.png "engagements-1") ![data timeline](https://content.winnin.com/hs-fs/hubfs/data%20timeline.png?width=270&height=151&name=data%20timeline.png "data timeline") [DOWNLOAD FULL REPORT](https://content.winnin.com/the-new-era-of-sports-fandom#download) ## Today, relevance in sports is born from cultural intersections that happen outside the official broadcast: within communities, visual codes, parallel narratives, and remixed content. Sports fandom is changing. But this shift doesn’t appear in traditional research, linear metrics, or demographic cuts.The data reveals clear signals of transformation: + New forms of participation that go beyond watching + Cultural voices emerging outside traditional sports media + Communities reorganizing attention in real time + Engagement built before, during, and after the event ## WHY THIS REPORT MATTERS ## The biggest challenge for brands it’s understanding where these movements scale, when they become actionable, and how to activate them without sounding irrelevant. That’s exactly what this report brings clarity to. ## What's inside the report ![1-Jan-30-2026-07-25-56-8823-PM](https://content.winnin.com/hs-fs/hubfs/1-Jan-30-2026-07-25-56-8823-PM.png?width=286&height=286&name=1-Jan-30-2026-07-25-56-8823-PM.png "1-Jan-30-2026-07-25-56-8823-PM") ![2-Jan-30-2026-07-25-57-1113-PM](https://content.winnin.com/hs-fs/hubfs/2-Jan-30-2026-07-25-57-1113-PM.png?width=286&height=286&name=2-Jan-30-2026-07-25-57-1113-PM.png "2-Jan-30-2026-07-25-57-1113-PM") ![3-3](https://content.winnin.com/hs-fs/hubfs/3-3.png?width=286&height=286&name=3-3.png "3-3") ![4-Jan-30-2026-07-25-56-8941-PM](https://content.winnin.com/hs-fs/hubfs/4-Jan-30-2026-07-25-56-8941-PM.png?width=286&height=286&name=4-Jan-30-2026-07-25-56-8941-PM.png "4-Jan-30-2026-07-25-56-8941-PM") ![5-2](https://content.winnin.com/hs-fs/hubfs/5-2.png?width=286&height=286&name=5-2.png "5-2") ![6-Jan-30-2026-07-25-57-2159-PM](https://content.winnin.com/hs-fs/hubfs/6-Jan-30-2026-07-25-57-2159-PM.png?width=286&height=286&name=6-Jan-30-2026-07-25-57-2159-PM.png "6-Jan-30-2026-07-25-57-2159-PM") ![7-1](https://content.winnin.com/hs-fs/hubfs/7-1.png?width=286&height=286&name=7-1.png "7-1") ![8](https://content.winnin.com/hs-fs/hubfs/8.png?width=286&height=286&name=8.png "8") [DOWNLOAD FULL REPORT](https://content.winnin.com/the-new-era-of-sports-fandom#download) ## CHECK OUT OUR LATEST CI REPORT: The Paradox of Age [acess report](https://content.winnin.com/the-paradox-of-age-report?hsLang=en) About Winnin Winnin is the cultural intelligence platform that reveals actionable insights to grow your brand’s cultural relevance exponentially. Today, global leaders like Coca-Cola, AB InBev, Red Bull, Netflix, and L’Oréal rely on Winnin to stay culturally connected, anticipate trends, and keep winning their Share of Attention™. 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