Fandoms are a significant economic force. These activated communities can have a significant impact on sales and company.
And every corporation that values its profit line should see the enormous potential for leveraging a fandom.
Taylor Swift's "The Swift Effect" demonstrates her remarkable ability to increase sales and engagement simply by turning there.
She is currently dating Kansas City Chiefs tight end Travis Kelce, and other players—both on and off the field—are reaping the benefits.
Among the great winners is the NFL, which has tried—often unsuccessfully—to grow its female fan base.
They've been chastised for "shrink it, pink it," where they just made male-fitting jerseys smaller and pink for women, and for attempting to attract women with internet recipes for "homegating
Those efforts may not have paid off, but Swift's fortuitous attendance at one of Kelce's games resulted in 27 million viewers,
the most for a Sunday night game since the last Super Bowl—with much of that gain coming from young women. Her presence also increased sales of her beau's No. 87 shirt by 400%.