Fan
Intelligence®
Index 21/22

THE GLOBAL INDUSTRY STANDARD FOR RANKING CULTURAL RELEVANCE IN SPORT, ESPORTS AND GAMING

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Defining Cultural Relevance in 2021

Culture is a living, breathing and changing entity. It’s built up of ideas, customs, and behaviours as a society. To be relevant is to be closely connected to the times. Society moves with the times, caring about specific issues, learning and growing to better itself. With the speed that culture is changing today, brands must keep up to stay relevant. Alongside the Fan Intelligence® Network, we’ve put our finger on the pulse to decipher and rank the six routes into the heart of culture in 2021/22.

Defining The New Breed of Fan

Cultural relevance is driven by those living at the forefront of culture. We call these culturally connected individuals the New Breed of Fan. They’re not defined by age but by attitude; to use their platforms to make themselves heard and make the world listen. They’re doing the hard work for brands, those that tune and listen win big in terms of cultural relevance.

THE FAN INTELLIGENCE® INDEX 2021/22

In this year’s Fan Intelligence® Index, we’ve done the hard work. We rank the top 40 most culturally relevant brands in sports, esport and gaming, depict the trends shaping culture, and explain what the New Breed of Fan demands in the coming year. Download your copy today to find out your ranking in 2021, and determine whether you’ll be culturally relevant in 2022.

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