Why Charlie XCX's Brat Summer is the perfect sports marketing template

The annual Two Circles EMEA client summit took place in London this week; hundreds of the agency's partner organisations - drawn largely from across the world of sporting rights holders - convened to discuss aspects of the central theme of fandom.

The concept of fandom in sports and entertainment - and different approaches to building it and monetizing it - is the thread that links a series of conversations James Emmett recorded across the course of the event.

Those conversations feature:

- Two Circles Executive Director Mel Chapman, who unpacks Brat Summer as a fan marketing case study;

- Dallas Mavericks SVP Strategy Kyle Burkhardt, who details what long-term strategy looks like at an organisation that needs to sell hundreds of thousands of tickets every season; and what sport can learn from musical theatre business;

- WSL CMO Ruth Hooper, who gave her thoughts on the start of a new season in women's football and her plans to kick-start growth again in attendance across the league after a plateau last year;

- FA Chief Digital Officer Alex Willis, on her opening efforts after joining Team England from the Premier League - focusing particularly on the launch of a new app;

- United Rugby Championship CMO Tom Lister, who delivers an eloquent pushback to the idea that rugby needs fundamental change

- Two Circles EMEA MD Harry Hawkins, who opened up the event with a slick presentation outlining what Two Circles sees as a $1.94 trillion economy in sports and entertainment fandom; he shows his working and spells out the opportunity for sport from here.

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