brandmaxxing: the future of fandom is participation
sports teams also double as lifestyle brands now
Hi friend,
If you live in New York, you know the energy this past week has been electric.
Everyone is buying into the Knicks. Coffee shops are creating Knicks-themed drinks. Cookie shops are turning the Knicks logo into edible art, and local businesses across the city are finding ways to be part of the moment.
And they 100% should.
Because sports are no longer just sports.
They’re culture, community and identity.
The Knicks making the Finals for the first time in 27 years isn’t just a basketball story. It’s a city-wide moment. And the brands that understand that are finding creative ways to become part of it.
If you’re a brand in New York right now and you’re not doing something Knicks-related, you’re missing a huge opportunity.
The most successful sports organizations and businesses today aren’t just selling products or building teams.
They’re building communities people want to explore.
If you know anything about sports fans, fandom is incredibly social.
Yes, there are downsides. Sometimes the rivalries go a little too far. But at its core, sports gives people something many of us are looking for: a place to belong.
A shared identity, a reason to talk to strangers, a reason to leave the house and a reason to care about something bigger than ourselves.
Sports happens to be one of the best vehicles for that.
At its best, fandom isn’t just about watching a game, it’s about participating in a moment.
What I’ve loved watching over the past few weeks isn’t just the Knicks. It’s how the entire city has responded to them.
And that’s exactly what smart brands understand.
They’re not really just selling coffee or cookies.
They’re selling participation and giving people another way to feel connected to the moment.
A Knicks-themed latte isn’t actually about the latte. It’s about walking into a coffee shop and instantly finding someone else who gets it.
An edible Knicks logo isn’t really about the cookie. It’s about celebrating something together.
The product is just the vehicle. The feeling is what people remember.
And that’s what New York has done so well during this Finals run. The city has turned fandom into a shared experience.
The best part is that most of these ideas aren’t complicated. They’re just timely and local.
One of my favorite examples has been Farm Cafe.
The café started adding Knicks-themed toppers to its drinks. A simple, but effective idea that I love.
Farm Cafe's Knicks-themed drinks eventually landed the café on Good Morning America, and because it's located just a mile from the Knicks practice facility, a few players including Jalen Brunson and Josh Hart stopped by.
And that’s just one example.
There’s vintage-style Knicks merch popping up at Mr. Throwback. Watch parties happening all over the city. A Knicks-themed stoop on the Upper East Side. Fanatics rolling through Manhattan with its fan wagon giving away shirts. A Knicks-themed subway station. Knicks cookies. Knicks watercolor paintings.
That’s the beauty of it. There’s something for everyone to find joy in.
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And if you’re in San Antonio, the same thing applies. I mean, how cute would it be to walk into a local shop and get a Spurs-themed Texas stamp on your boots or your cowboy hat during the Finals?
The goal isn’t to copy New York. The goal is to create a version of this that feels uniquely Texan.
The best experiences aren’t necessarily the biggest ones. They’re the ones that feel authentic. New York is succeeding because it’s tapping into New York culture. San Antonio has an opportunity to do the same this week with Texas culture.
These are the kinds of moments people remember for years to come. They'll remember who they watched the games with, where they were and the stories that came from it.
That’s what makes moments like this so special.
And what brand wouldn’t want to be part of that?
Also, I know some people like to joke about “performative fans,” but honestly, I think that’s how fandom often starts.
Sports are one of the few things that can bring together people of different ages, backgrounds, and interests. The barrier to entry right now is surprisingly low. All you really need is a reason to care.
All of these examples are invitations to join the conversation and belong.
Sometimes that’s all it takes.
One watch party. A Knicks shirt. A team-themed cookie.
Before you know it, you’re checking scores, learning player names, and complaining about missed calls by the refs.
The best experiences don’t just serve existing fans.
They create new ones.
"The product is just the vehicle. The feeling is what people remember."
Such a great line. It reminded me that the best marketing often isn't about creating attention, it's about creating participation. The Knicks examples are a perfect illustration of how brands can become part of a cultural moment without forcing themselves into it.
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