●
The City Is the Playbook: Building Fandom Across Teams and Culture
Fandom is no longer built only inside arenas. It is shaped across neighborhoods, culture, music, fashion, and community. Join Alycen McAuley, Chief Business Officer of the WNBA’s Washington Mystics at Monumental Sports & Entertainment, Danita Johnson of DC United, and Creative Theory Agency for a conversation on how teams can build deeper local relevance and lasting fandom.
Fandom is no longer built only inside arenas. It is shaped across neighborhoods, culture, music, fashion, and community. Using Washington, DC as a live case study, this panel explores what becomes possible when teams stop treating the city as divided territory and start seeing it as a shared cultural ecosystem. Join Alycen McAuley of the Washington Mystics, Danita Johnson of D.C. United, and Creative Theory Agency for a conversation on how sports organizations can better understand the communities they serve, identify the moments that genuinely matter, and build partnerships that extend beyond game day. From neighborhood identity and community programming to cross-team collaboration and culture-led marketing, the discussion will examine how teams can earn deeper local relevance, build trust beyond the scoreboard, and turn casual viewers into lasting fans.
Fandom is no longer built only inside arenas. It is shaped across neighborhoods, culture, music, fashion, and community. Using Washington, DC as a live case study, this panel explores what becomes possible when teams stop treating the city as divided territory and start seeing it as a shared cultural ecosystem. Join Alycen McAuley of the Washington Mystics, Danita Johnson of D.C. United, and Creative Theory Agency for a conversation on how sports organizations can better understand the communities they serve, identify the moments that genuinely matter, and build partnerships that extend beyond game day. From neighborhood identity and community programming to cross-team collaboration and culture-led marketing, the discussion will examine how teams can earn deeper local relevance, build trust beyond the scoreboard, and turn casual viewers into lasting fans.
Speakers
Key Takeaways
- How to build fandom by understanding the cultural rhythms, communities, and identities that shape a city beyond game day.
- How teams across different leagues can think beyond competition and create a stronger shared sports and cultural ecosystem within the same market.
- How culture-led partnerships, community programming, and local storytelling can turn casual audiences into deeper, long-term fans.
Presented by
