From ritual to ROI - How fan rituals drive loyalty, advocacy and commercial value for sponsors

A feature on sports fandom argues that rituals can generate loyalty and commercial value for sponsors by building community identity rather than chasing momentary visibility. It recalls Norway’s “Viking Row,” where fans rowed together and shouted “rooi!” after a victory, describing the celebration as a pre-existing ritual that strengthened a connection fans already felt. The article then contrasts that with Springboks fans performing the same ritual during a match against Scotland at Loftus Versfeld. It explains the broader “mechanism of fandom,” where traditions are learned and practiced over time, shaping how people live and identify through sport. Using the Grateful Dead as a case study, it highlights how participatory rituals helped create a business model, and concludes that brands should provide infrastructure and authenticity for fans to co-create.