How to Grow Athlete Fanbases and Build Communities

In this episode of The Sports Umbrella presented by GalwayPlus, host Kelly Okun interviews Jadan Randolph, co-founder of Vanguard Maven Group. 

VMG is a marketing and strategy consultancy that helps teams, leagues and athletes build communities through resonant storytelling, new IP, shows and events across the sports, media and entertainment industries. 

Jadan discusses differences in women’s sports fandom, Gen Z’s desire for digital-first access and the impact of experiential events. Kelly and Jadan even debate the pros and cons of sports betting

They go on to discuss the strategy behind building community and driving fandom for products like the hit TV show, Love Island, and end with Jadan’s take on what streaming and online communities will look like in five years.