The Fan XP report
Fan Engagement

It has become a well-worn truism that live sporting events are no longer just competing with each other for a potential audience member’s time and attention, but with myriad other forms of entertainment.
American Football
Fan Engagement

Rory Squires looks at the evolution of the NFL Draft and how moving the event from the Radio City Music Hall allowed the league to significantly grow the event and upscale its marketing efforts 
Fan Engagement

Matt Lynch is aiming to bring US-style frontline staff service to the UK through his consultancy, Venue Inc. He tells Adam Nelson how the US and UK setups differ, and how he’s engaging with stadium staff to improve the match day experience for everyone.
Business

Economic theory says more choice is a good thing, but this underestimates the emotional and cognitive toll of evaluating multiple options. In his latest column, Kevin Brilliant, the Chicago Bulls’ senior manager of business strategy & analytics and a behavioral scientist, explains why teams would be well-advised to limit the number of product lines they sell to fans.

Football
Fan Engagement

When Pearse Connolly set about revamping the marketing of Norwegian national team home matches he didn’t expect to use the Catholic church as inspiration.
Basketball
Stadia

Richard Mulligan swaps Disney’s Magic Kingdom for an evening of NBA wizardry in Orlando.
Fan Engagement

In his first column for SportBusiness International, the Chicago Bulls’ senior manager of business strategy & analytics and behavioural scientist, Kevin Brilliant, explains the psychology of queuing. 
Events

FanCam takes super high-res images of crowds attending live events at sports stadiums, and then offers fans the chance to see themselves in the sponsored snaps. Greg Pitcher discovers how the company is forging links between sponsors and fans’ hearts and minds. 

Golf
Events

Lucy Basden-Smith, experiential business director at HSE Cake, explains the brand control mentality behind The Masters.