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ADWEEK House

The Fast Track to Modern Fandom

How immersive brand experiences are turning spectators into superfans

(L-R) Amazon Web Services Ashley Holinger, Googles Kate Johnson, Williams Racings Divya Goel, Electronic Arts Andrea Hopelain, IBMs Kameryn Stanhouse, Liquid IVs Brittany Shaw, Electronic Arts Alex Dao, Griffin Johnson, ADWEEKs Will Lee
(L-R) Amazon Web Services' Ashley Holinger, Google's Kate Johnson, Williams Racing's Divya Goel, Electronic Arts' Andrea Hopelain, IBM's Kameryn Stanhouse, Liquid IV's Brittany Shaw, Electronic Arts' Alex Dao, Griffin Johnson, ADWEEK's Will Lee
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By Dawn Papandrea

This post was created in partnership with EA Sports

Key takeaways

  • Gaming is transforming fandom by turning fans from spectators into active participants who can play and connect year-round.
  • AI is amplifying fan creativity and access, from personalized viewing experiences to virtual coaching from sports legends.
  • Brands and sports teams are deepening engagement through interactive moments.

The future of fandom is democratized, immersive, and powered by technology that turns passive sports fans into active participants. From gaming to AI-driven experiences, fans now expect to shape the story rather than simply watch it unfold.

That shift was the focus of an ADWEEK House Raceway Group Chat co-hosted with EA Sports, where industry leaders explored how interactive platforms are redefining what it means to be a fan.

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Dawn Papandrea

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