Building the World, Not Just the Win

Winning still mattered—but it was no longer the whole story. The most impactful sports brands weren’t just focused on results; they were building worlds that fans could step into, participate in, and feel a sense of belonging to. From digital communities to immersive experiences and cultural connectivity, fandom had become something people lived—not just watched. This conversation explored how sports organizations were creating deeper connections through both digital and physical experiences. From the role of online spaces in strengthening fan engagement to the ways teams and leagues empowered fans to help shape culture, the discussion highlighted how modern sports ecosystems were being built collaboratively. The panel examined how these “fan universes” came to life, why authenticity and participation mattered more than ever, and how brands could move beyond simply showing up in sports to becoming part of the fabric of fandom itself. Megan Rapinoe, Soccer Champion, Olympic Gold Medalist, Activist; Shana Stephenson, Senior Vice President and Chief Brand Officer, New York Liberty; Taylor Montgomery, Global Chief Brand Officer, Taco Bell; Amy Reinhard, President, Advertising, Netflix; David Sable, Executive Vice Chair, Stagwell