Turning Identity Into Revenue: What Brands Can Learn From Sports

17 Jun 2026
2. Membership
Sports brands don't sell products - they sell identity. Fans don't just buy, they belong. Chris Duncan explores what brands can learn from how sports properties build loyalty: creating tribes around shared passion, turning emotional connection into recurring revenue, and designing membership models where customers define themselves by what they subscribe to, not just what they consume.
Speakers
Chris Duncan
Chris Duncan, COO - SPOTLIGHT SPORTS