From Signal to Sales: How Fanatics Captures Real-Time Fan Demand with Jeremi Gorman

Most brands still picture the sports fan the industry sold them a decade ago: loyal to one city, one team, showing up on game day. Jeremi Gorman sees a different fan. As former Chief Revenue Officer and now senior advisor at Fanatics Advertising, she sits on a data set built from what fans actually buy, collect, and follow across 900 teams and leagues, all year and not just in season. She walks Brian and Julie through what that signal reveals: fandom has gone athlete-forward, women are buying across every sport rather than only women's sports, and loyalty, once earned, tends to last a lifetime. She makes the commercial case in plain terms, from the American Express and UPS programs that stretched single moments into year-round campaigns, to why a sold-out women's Final Four is the clearest buy signal.In this episodeWhat Fanatics sees that almost nobody else can: what fans buy, collect, and follow year-roundThe distinction most brands miss, women's sports versus women who love sports, and why both are commercial opportunitiesThe trend hiding in plain sight: winning teams sell, and the fans they win rarely move onChapters00:00 A third of America is buying team gear01:38 Meet Jeremi Gorman02:54 The sports fan, reconsidered for 202605:25 Why sports loyalty behaves like brand loyalty07:47 Fanatics moves from commerce to media10:55 Angel City and the case for women's sports15:03 Women's sports versus women who love sports19:12 Winning teams sell, and fans don't move on22:01 Extending the moment to 24/7, 36524:35 Why measurement still matters25:53 Fandom is discovered now, not just inherited27:34 Debrief: what it means for brandsAbout our guestJeremi Gorman is the Senior Advisor of Fanatics Advertising, where she connects brands with a network of more than 100 million sports fans across merchandise, collectibles, betting, and live events. She previously served as President of Advertising at Netflix, Chief Business Officer at Snap, and held senior leadership roles at Amazon. She is also a founding investor in Angel City Football Club, one of the most commercially successful franchises in women's professional sports.About the showThe Round Out tells the developing story of the most significant expansion of fandom in a generation, using Nielsen's unique intelligence to reveal not just who the new fans are, but what they mean for brands trying to earn their loyalty. Hosted by Brian Fuhrer and Julie DeTraglia. The show rounds out the data by putting the numbers in cultural context.Find us anytime at nielsen.com/theroundout