The Leveraging Engagement framework seeks to help reveal the nuances of fan involvement, specifically identifying the various fan objects, activators and environments that inspire people to engage, as well as the media properties and communities associated with them. This study offers a sports fanship framework aimed at building a unique brand engagement positioning that draws on a’ deep understanding of communities and shared passions. The framework can be used to develop better marketing and communications tools.

1. LEVERAGING ENGAGEMENT RESEARCH
Logics and Mindsets from the Havas / AIL
FANS.PASSIONS.BRANDS Global Football Study
Erin Reilly, research fellow: ereilly@usc.edu
Jake de Grazia, project manager: degrazia@usc.edu
1

2. THE LOGICS OF ENGAGEMENT
The Logics describe
the various ways fans
approach their objects
of fanship and the
goals that drive their
fannish behaviors.
2

3. Because these Logics are
motivated by internal factors and
are marked by certain behaviors
that all fans exhibit, we believe they
can be applied not only to soccer
but to other domains, including film,
art, music, and politics, to name a
few.
3

4. ENTERTAINMENT
enjoying the overall
experience and
atmosphere
surrounding soccer
4

5. SOCIAL CONNECTION
participating in the
soccer fandom in
order to create or
deepen
relationships with
other fans
5

6. PRIDE
reflecting one’s
soccer fanship in
outward
appearance and
public behavior
6

7. IDENTIFICATION
strongly associating
oneself with teams,
players, leagues, or
the sport and
defining oneself as
a soccer fan
7

8. ADVOCACY
championing on
behalf of teams or
players and taking
positions on issues
within the soccer
fandom
8

9. IMMERSION
losing oneself in
soccer’s parallel
universe by shifting
one’s focus from
“real life” and into
the sport
9

10. MASTERY
interest in learning
and understanding
detailed information
and stories about
soccer
10

11. PLAY
virtual or real life
participation in
activities related to
soccer
11

12. 12
Logics act as lenses through
which we can understand
fans’ motivations and
desires to engage with a
specific type of content.

13. 13
Fans are usually engaging
through mixtures of the
Logics, and common
mixtures are recognizable
as recurring fan mindsets.

14. 14
While many fans resemble one of these fan
mindsets most of the time, most fans shift
from mindset to mindset, depending on
situational triggers
● What does the fan know?
● How does the fan engage with
others?
● Where is the fan?
● When does the engagement
happen?
● What is the mood of the
experience?

15. 15
Fans.Passions.Brands. Global Football Study 2014

16. THE FOLLOWER
Followers are mildly passionate but active and participatory
fans.
Being a fan is not important to me, but I like the social
events around it. - Raina, France
I’m a middle of the road fan. I’m not going to paint my
body, but I’m an at-the-game-cheering-you-on type of
fan. - Penny, USA
Countries with high percentages of Followers: Germany, Italy,
Brazil
Defining Logics: Social Connection, Play
16

17. THE PATRIOT
Patriots are dutiful—though not particularly passionate—fans of
their favorite teams.
I’m a normal fan. I’m more into it than some people I
grew up with but not as extreme as others. I’m a more
discreet fan. - Jane, USA
I wanted to cheer for Canada or a Vancouver team
during the World Cup, but I didn’t have anyone to cheer
for. - Julia, Canada
Countries with high percentages of Patriots: USA, UK
Defining Logics: Identification, Advocacy,
Social Connection
17

18. THE EXPLORER
Explorers not only love the game of football, but they are also
fiercely loyal to their favorite teams.
I’m a 100% fan. You can’t be more fan than that. -
Pedro, Brazil
Being a fan of your team is like the perfect love. You can
change jobs. You can change cities. You can change
wives. You can change almost everything in life, but your
love for your football team is immortal. It will go with you
all the way to the end. - Salvador, Spain
Countries with high percentages of Explorers: China, Mexico,
South Africa
Defining Logics: Advocacy, Identification,
Pride, Social Connection, Play
18

19. THE CONNOISSEUR
Connoisseurs are fans of the sport above all else.
I’m seriously considering taking an unpaid leave of
absence from my job so I can watch the World Cup full
time this summer. - Winston, USA
All my friends, my family, and my husband talk about
football with me. I provide information about football for
everybody. - Pauleta, Brazil, F, 31
Countries with high percentages of Connoisseurs: Brazil,
Colombia, Argentina
Defining Logics: Play, Mastery, Social
Connection, Pride
19

20. THE OBSERVER
Observers are somewhat interested in football, but most of
them don’t see the sport as an important part of their lives, at
least not right now.
What I know about this year’s World Cup is that Brazil
barely got its act together in time and that there’s political
stuff going on that could rear its head during the
tournament. - Mary, USA
From when I was little, even though I played soccer, I
always thought of it as an Italian sport and a Brazilian
sport, not an American sport. But I know now that I’ve
watched some World Cup with fans that it’s a sport that I
could get excited about. - Gail, USA
Countries with high percentages of Observers: UK, France
Defining Logics: Entertainment, Immersion
20

21. THE GUARDIAN
Guardians are loud, high-energy, high-emotion, fun-loving fans.
I’m a flaky fan—I went the past two years not being a fan
at all—but when I decide to support a team, I go all the
way. I put my heart into. I watched every single game of
the World Cup. - Patricia, Colombia
After the match, I’ll use the phone to call friends or send
messages, but never during the match. - Carlos, Chile
Countries with high percentages of Guardians: Colombia, South
Africa, Argentina
Defining Logics: Pride, Immersion,
Entertainment
21

22. 22
Once we’ve collected this information,
what can we do with it?

23. 23
Next steps with Leveraging Engagement
1) MUSIC FANS
2) UNSCRIPTED ENTERTAINMENT FANS
3) TRANSMEDIA UNIVERSE FANS
** NEW LOGICS: ADD CREATE; EXPLORATION
MERGE IDENTIFICATION / PRIDE; EXPAND ADVOCACY