Fancom report: The togetherness issue

M+C Saatchi Sport & Entertainment UK have released a second Fancom trend report, reflecting on the 2024 summer of sport and culture. 

Penned by our global team of passion specialists across strategy, creative, events, social, influencer, partnerships and PR, the latest issue is about Togetherness, a key theme across the summer’s biggest cultural moments.  

Fancom, a portmanteau of ‘fan’ and ‘community’, is a term we introduced at the beginning of the year to represent our shift away from marketing to fans as homogenised groups and into a more nuanced approach that offers a better understanding of how to connect to today’s more discerning, and more nuanced, consumer while also offering concentric growth opportunities by inviting more communities in.