We launch our Fanatic Live Event Series to help brands understand fan emotion, devotion and irrationality better

At Ear to the Ground, we’re launching a series of events to help brands understand the mentality of fans and help them create better communications programmes. 

A huge summer of sport & music is ahead with the Euros, Olympics and music festivals across Europe all building buzz. Fanatic Live will be bringing together the best minds in fan culture to understand the changing fan landscape and how best to get more out of sport and music assets. 

The inaugural event will taking place at the Hospital Club and is​ headlined, Can you ever use the ‘C Word’ when you’re talking to Fans?

Is it ever appropriate to use the word ‘Consumer’ or do brands need to operate in a different mindset when communicating to fans?

Do fans think, act, behave and react fundamentally differently to consumers when they are looking at the world through the prism of their fandom? Do brands need to rethink their fan approach to unlock passion and intensity? The panel of experts will be looking at these questions and the unique emotions in sport and music fandom to see whether traditional models of marketing work. 

Confirmed panelists include:

Steve Smith – CEO, Ear to the Ground
Dan Mathieson – Head of Sponsorship, Barclaycard
Steve Sayer – Commercial Director at the O2, AEG Europe
Geoff Pearson – Academic (Expert in Fan Psychology & Behaviour)

Catherine Hawkins – Founder, Think Sponsorship

For the football fans amongst you, we will be screening the Europa League Final straight after the debate.

Date – Wednesday 18th May
Venue – The Hospital Club 
Time – 6pm.  Welcome drinks on arrival.


For more information please contact Millie Killeen, Partnerships Manager  , 07715 340 165 re details.



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