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Last week, the Amondo team joined sports, media, and brand leaders at Leaders Week London. It was a busy few days of sharp ideas, honest debates, and one clear message for everyone in the industry: fandom is shifting.

Fans don’t just follow anymore. They expect to take part. They switch between platforms, creators, and moments that feel real. Athletes are becoming media brands themselves, and data only matters when it helps you connect.

In this post, we dive into four lessons we took away from Leaders Week and share what they mean for how sport can stay relevant in a world where culture moves faster than ever.

1. Your fans are the foundation

Across panels from World Netball to UEFA, one point kept coming up: growth depends on building genuine relationships with your fans. They’re no longer a passive audience. Knowing who they are, what they value, and how they engage is now your biggest competitive advantage because it underpins long-term commercial growth.

That’s why grassroots still matter. It’s where participation starts and lifelong fandom grows. The organisations leading the way stay close to their communities and encourage fans to create and share, and use those insights to guide global storytelling.

This came through especially strongly in conversations around women’s sport, which is reshaping fandom entirely. Research from Wasserman Collective found that 72% of women globally now identify as avid sports fans (up 10% in three years), and women drive 75% of household purchasing decisions.

For rights holders, that creates both an opportunity and a challenge. A growing audience with real spending power is emerging. But, they expect representation and relevance. The stories that resonate are grounded in real fan experiences: women attending matches, sharing their excitement, and showing what belonging looks like. When fans see people like themselves in the stands and on screen, they’re more likely to join in and invest their time, energy, and money.

When fans feel seen, they show up. They participate, spend, and bring new fans with them – growing the sport and its commercial value. Fan-generated content makes this connection tangible. It reminds people why they care, strengthens loyalty, and drives measurable revenue.

At Amondo, we see this every day. When rights holders and brands integrate fan-generated content into their storytelling, even simple CTAs (like linking to merch pages) perform better – with click-through rates far higher than on standard landing pages. That’s because people see themselves in the story, and they trust that investing in the sport is worth it.

2. Athlete storytelling is a growth engine

Our next takeaway from Leaders Week was that athletes are no longer part of the story – they are the story. 

The Women’s Rugby World Cup proved this. Players’ voices and narratives went beyond the matches, creating connection and engagement that no campaign could match. 

Fans connect with honesty and individuality. Seeing content directly from players brings them closer to the team and the sport. It breaks down barriers, showing athletes as people – relatable, driven and human. That relatability builds lasting loyalty. 

And the numbers back it up. Athlete-led social media posts from the tournament generated over 219 million views, amplifying reach far beyond traditional broadcast. 

These figures show that athlete storytelling isn’t a nice-to-have. It’s a growth driver. Rights holders that bring player-led storytelling into their owned channels see real returns – from higher engagement and ticket sales to stronger sponsorship ROI and deeper fan relationships.

3. Sport is competing for attention

We also learned that sport isn’t just competing with other sports anymore. It’s competing with everything – music, fashion, film, gaming and social media. 

Holding someone’s full attention for 90 minutes is rare. People scroll, stream, and switch constantly. That’s not a threat; it’s an opportunity to rethink how sport shows up.

Panels from Manchester City, FIFA, and Unilever all made the same point: the smartest organisations treat sport as part of culture, not separate from it. They don’t expect fans to come to them. They meet fans where they already are. That means short-form stories, highlights, and behind-the-scenes content that feel natural on the platforms fans use every day.

When sport shows up in the same spaces as fashion and music, it becomes part of the cultural conversation. And when moments are shareable, they live far beyond match day.

At Amondo, we help our partners capture that energy – turning live moments and fan reactions into stories that keep the spotlight burning long after the final whistle.

4. From content to connection

The next big lesson from Leaders Week was that sport can’t rely on reach alone. It’s not just about getting fans to engage – it’s about owning where and how that engagement happens.

Too much of the fan relationship still lives on third-party platforms. Those platforms collect the data, control the interaction, and benefit from the insight that rights holders actually need. The result? They hold the value, while sports lose visibility over their own audiences.

The organisations leading the way are taking that relationship back. They’re building owned ecosystems where they control the fan journey (from discovery to conversion) and can see exactly what drives participation, purchase, and retention.

World Netball’s direct-to-consumer platform, NetballPass, was a standout example discussed at Leaders Week. It connects live content, storytelling and commerce all in one place – giving fans real reasons to subscribe and return. By owning that relationship, World Netball isn’t just generating revenue. It’s collecting insight that fuels better content, smarter partnerships, and sustainable growth.

Social platforms still matter for discovery. YouTube and TikTok are where fans often find the story. But the real value comes when you bring them into your own ecosystem – a space where you can personalise, reward loyalty, and build connection that lasts.

Sport’s next phase of growth isn’t about producing more content. It’s about creating spaces that fans choose to return to. And owning the data that makes those experiences smarter every time.

The future is human

Leaders Week made one thing clear: fandom is evolving fast. Fans don’t just want access. They want to participate, connect, and feel part of the story.

The sports and brands leading that change aren’t chasing numbers. They’re building meaning. They understand that growth comes from depth – from giving fans, athletes, and partners space to contribute, not just consume.

From grassroots to global stages, the opportunity now is to connect every layer of the fan experience. To turn fleeting engagement into long-term loyalty. To make sport feel as alive off the pitch as it does on it.

At Amondo, that’s what drives us. We help rights holders and brands capture the moments, voices, and reactions that matter and turn them into stories that live on their own platforms. Stories that fans see themselves in. Stories that last and drive commercial impact.

Because fandom isn’t about more content. It’s about connection that means something, both for your audience and your business.

At Capital’s Jingle Bell Ball 2024, Global and Barclaycard set out to do more than create a moment – they wanted to activate fans in a way that made behaviour visible, measurable and actionable.

Attendees were invited to interact through live, interactive branded content experiences displayed on the on-stage screens at The O2 in London.

What could have remained a passive social interaction was transformed into a live, in-stadium experience, bringing fan content together and making attendees feel part of the moment by allowing them to see themselves on stage.

At the same time, Barclaycard became a natural part of the fan experience, with branding built into the activity so the focus stayed on fan participation while generating useful first-party data for future marketing.

The partnership was built around three clear pillars: activating audiences through interactive formats, capturing real behaviour, and being able to connect that behaviour to outcomes.

Using Amondo’s content intelligence platform, real-time interaction behaviour was captured at scale — creating clear behavioural signals that showed what resonated with fans.

A long-standing partnership with live music

One of the UK’s biggest live music events, Capital’s Jingle Bell Ball — organised by Global – brings together global artists and thousands of fans around a shared cultural moment.

As headline sponsor since 2020, Barclaycard has played a central role in enhancing the fan experience, from pre-sale ticket access to VIP benefits. 

With a newly extended five-year partnership with Global, Barclaycard sought to go further — moving from presence to participation and from visibility to behavioural insight.

Amondo’s content intelligence platform became central to that shift, enabling Barclaycard to activate fan interaction, capture how audiences actually behaved, and turn those signals into clarity on what worked – not just at Jingle Bell Ball 2024, but for future events to come.

Designing a real-time interaction layer for live audiences

With thousands of fans interacting live from The O2, Global and Barclaycard required a solution that could capture, structure and surface real-time audience behaviour.

Rather than relying on time-consuming manual processes, they needed a fast, dynamic platform that could:

• Capture audience interaction across multiple entry points
• Ensure brand-safe, moderated content appears on-screen instantly
• Integrate Barclaycard branding natively within interaction formats
• Deliver a high-energy, interactive experience that makes fans active participants and feel part of the experience

Amondo provided a fully integrated interaction layer that transformed distributed fan attention into a live, on-stage experience. 

Fans were invited to submit photos and videos of themselves enjoying the concert, which were then brought on stage in real time, placing the audience at the heart of the show rather than around it.

Turning live audience interaction into measurable behaviour

Amondo’s content intelligence platform pulled fan interactions – such as photos and videos – into one place through QR codes and easy-to-use web forms, to create a measurable, interactive experience:

• Unifying interaction - Amondo brought fan contributions together by letting attendees upload photos and videos directly using a QR code and a simple web form, making it easy for everyone to take part.
• Custom-designed on-stage screen solution - A tailor-made digital display experience, featuring a dynamic, visually engaging layout that brought fan content to life.
• Real-time moderation - A collaborative moderation process between Amondo, Global, and Barclaycard ensured that only high-quality, brand-safe content was featured on the audience engagement surface. 
• Sponsorship value and brand exposure - Capital, Barclaycard, and Disney branding were woven naturally into the display, reinforcing the sponsorship while keeping fan content front and centre.

A scalable, intelligence-led live deployment

Amondo’s solution was deployed in a phased approach to ensure coordinated execution on the night:

• Pre-event setup & testing - Amondo worked with Global and Barclaycard to design and test the event engagement interface, ensuring smooth integration of branded assets and a smooth workflow for real-time content moderation.
• Live aggregation & moderation - As fans shared content on social media and via the Submission Tile, Amondo’s platform automatically pulled that content in, while the moderation team (Amondo, Global, and Barclaycard) made sure only the best content made it onto the screens.
• In-venue fan engagement via QR code uploads - To maximise participation, fans could submit photos and videos via a QR code, making it easy for those who weren’t posting on social media to take part.
• Dynamic on-stage content display - Throughout the night, curated fan content was displayed on The O2’s massive stage screens, creating a high-energy, immersive experience that put the audience at the centre of the show while making sure Barclaycard’s sponsorship remained visible in a natural, engaging way.

Delivering real-time behavioural insight at scale

The Amondo Gallery created a highly engaging fan experience while giving Global and Barclaycard clear insight into how fans interacted during the concert.

• Hundreds of real-time photos and videos from attendees were captured and surfaced on stage, turning audience participation into an integral part of the show.
• Seamless brand integration ensured Barclaycard’s assets were embedded within the experience without feeling intrusive.
• An enhanced fan journey created an exciting, interactive moment that fans actively engaged with.
• Amondo gave Global and Barclaycard first-party behavioural insight into what resonated and what to scale going forward.
• The experience was a scalable solution that Global and Barclaycard will continue using at future events to enhance live audience participation.

Looking ahead: expanding real-time fan engagement and understanding data

Following the success of Capital’s Jingle Bell Ball 2024, Global and Barclaycard will continue to use Amondo's content intelligence platform across future events to activate live audiences, power sponsorship engagement, and capture first-party behavioural data that goes beyond what third-party platforms and social media expose.

For brands delivering live events, Amondo provides a scalable content intelligence layer that transforms live audience interaction into measurable behavioural insight. 

See how other brands are bringing this to life with Amondo.

Entertainment fan engagement has shifted from passive consumption to active participation, with fans increasingly engaging through creation, interaction and shared cultural behaviour across digital platforms.

According to Carat, 87% of fans participate in activities surrounding their interests – whether that's creating memes, fan art, videos, and more.

These moments are now driven by a "fandom-first" movement, where 75% of fans find engaging in the culture surrounding an event just as, or more, entertaining than the event itself.

While this participatory shift creates scale and momentum, it also fragments fan relationships across walled gardens. Entertainment brands are left dependent on third-party platforms that only expose surface-level metrics, such as views, likes, and impressions.

What's missing is visibility into real fan behaviour, such as how audiences actually interact with content, what captures attention, and which experiences drive action before, during and after key moments.

Without first-party behavioural data for entertainment brands, teams are left struggling to understand who their fans really are, what content works, and how to sustain engagement and outcomes beyond the event itself.

This is why many teams are now questioning why owned fan experiences outperform social media in terms of insight, control, and long-term value.

Why this problem matters now

This creates increasing pressure on entertainment teams to prove ROI from engagement as budgets tighten. The industry is moving away from vanity metrics toward outcome-driven performance insight, where likes and impressions are no longer sufficient to justify spend.

Fans are adding to that pressure, with growing expectations for seamless, connected experiences that span social, web and live environments. These interactions generate meaningful behavioural signals, not just engagement noise.

At the same time, while social platforms deliver scale, they are structurally poor at supporting long-term fan relationships. Attention is fragmented, competition is relentless, and behavioural insight remains trapped, and brands have little control over who they reach or retain.

As a result, first-party behavioural data is becoming a serious advantage. By capturing how fans actually interact with content, what they tap, explore, skip or return to, entertainment brands gain the clarity needed to personalise experiences, foster loyalty and understand which content drives sustained engagement over time.

Eurovision's challenge

The Eurovision Song Contest generates vast volumes of content across social platforms from artists, fans and partners. While this creates global attention, the content is distributed across multiple platforms, disjointing fan engagement and limiting Eurovision's ability to activate that content in a structured, owned way.

The majority of fan interaction takes place on third-party platforms, restricting visibility into real behavioural signals, including how fans actually interact with content, what captures attention, and which specific moments drive action.

As a result, high levels of excitement and engagement were not consistently connected to measurable commercial outcomes such as merchandise sales.

And without an owned activation layer capturing first-party behaviour, much of the value created during Eurovision remained outside Eurovision's control, limiting both insight and long-term commercial impact.

Centralising content to capture insight

One example of this approach is how Eurovision worked with Amondo to centralise content into a single, owned experience directly within the official Eurovision app and website.

Using the Amondo Gallery to pull content in from Instagram, Twitter and TikTok, the Eurovision brought together fan reactions, artist moments, partner content and official coverage into a live feed, enabling Eurovision to retain audience engagement while capturing first-party behavioural data.

This activation kept fans inside Eurovision's owned environment, which retained the energy of social, while providing the team with actionable insight into audience interactions and highlighted which content actually drove engagement.

Turning engagement into measurable revenue

Of course, excitement doesn't always correlate directly to sales and revenue.

Eurovision realised this and used its content hub to connect hype to merchandise sales with interactive Click-Through Tiles, which allowed fans to move seamlessly from content engagement to merchandise purchases – turning the buzz into revenue.

This approach gave Eurovision direct visibility into how fan and artist content drove commercial outcomes.

Over 10 million impressions were combined into a single owned experience, with 11% of interactions showing fans taking meaningful actions, providing behavioural insight that other platforms don't show.

Eurovision could finally see what works, why, and what to scale, turning audience engagement into measurable revenue.

Key takeaways for entertainment brands

• The Eurovision team captured first-party behavioural data unavailable through third-party platforms, revealing how fans truly engage with content
• This meant they gained clarity on which content resonated most, enabling data-driven decisions to boost engagement and loyalty
• They built a repeatable model for future Eurovision events, laying the foundation for predictive content intelligence
• Strengthened partner value and personalisation strategies by linking fan behaviour to measurable outcomes
• Demonstrated how content can drive long-term fan value and higher lifetime value (LTV), moving from guesswork to knowing what works

Summary

Moving forward, entertainment brands need to consider more than traditional social reach and surface-level metrics and choose to shift towards owned engagement. Simply relying on third-party platforms is becoming unsustainable and less effective.

With owned media platforms, brands can access valuable, first-party data that outperforms social media and provides visibility into real behavioural signals, including how fans actually interact with content, what captures attention, and which moments drive action.

See how more brands are doing this here.

One of the biggest challenges for sports brands is the time between matchdays. Attention lapses, momentum declines, and performance becomes harder to uphold.

But non-matchdays aren’t a gap, they’re a unique opportunity.

When activated well, this period allows rights holders to drive meaningful fan actions such as signing up for memberships, purchasing merchandise, downloading apps, or planning future match attendance. 

These moments reveal how fans actually behave, not just what they view or like.

By designing interactions around non-matchday moments — from membership sign-ups to buying merch — sports brands can uncover real signals of intent and preference, rather than relying on surface-level metrics.

So how do sports brands activate audiences between matchdays and turn behaviour into desirable intelligence?

We’ve identified five principles sports marketers should apply when designing content campaigns outside of matchdays to gain more insight into their fan base and drive commercial impact. 

‍Tip 1: Design video to capture fan behaviour, not just fill inventory 

Between matchdays, video is one of the most effective ways to keep fans engaged.

According to HubSpot’s 2024 video marketing data, short-form video is the most used format and delivers the highest ROI among marketers, with 83% reporting its effectiveness.  

Short, bite-sized videos – such as fan-generated content, match clips, analysis, or behind-the-scenes footage – help extend the match narrative, fit naturally into modern attention spans and maintain momentum when there’s no live action.

Unlike static content, video demands time and attention. How long fans watch, what they skip, or whether they explore further are strong signals of interest that are far more meaningful than a like or impression.

The challenge is that this behaviour often lives on third-party platforms. This means that when a video is shared only on social media, most engagement insight remains inaccessible.

Putting video on your own website or app makes all the difference. 

It lets you see how fans actually interact with content, so you can track and measure deep engagement, learning what drives fans to act, not just what they watched.

Takeaways

• Video keeps fans engaged between matchdays and creates clearer signals of interest than static content
• The real value of video lies in how fans engage with it, from what they watch, finish, and act on — not just who created it
• Hosting video on owned channels and websites helps brands see what drives actions like ticket sales, merch, and sign-ups

Tip 2: Encourage fans to contribute to unlock better insight

Wyng (formerly Offerpop) found that while more than half of consumers are willing to interact with brand campaigns, only 16% of brands successfully turn that participation into first-party behavioural insight they can act on.

The opportunity isn’t just to spark interaction, but to invite fans to actively contribute beyond matchday.

Sports rightsholders have some of the most loyal fan bases, and they want to stay involved between fixtures, sharing opinions, creativity and personal moments that reflect their connection to the club or brand.

By inviting fans to submit content, opinions or experiences, rightsholders move beyond surface engagement. 

Every submission becomes a source of first-party data, revealing who fans are, what motivates them, which players or themes resonate most, and how different audiences behave outside of matchday peaks.

The result is non-matchday campaigns that feel more genuine and community-led because they feature real fan voices. 

At the same time, rightsholders gain a clear view of how audience behaviour and what drives them, helping to shape content and partner value without increasing output.

For their “Run Your Way” campaign, New Balance used Amondo’s social gallery and Submission Tile to give runners a simple way to take part. 

Participants shared photos and videos of their runs via race hashtags or by uploading content, which surfaced in a branded wall on the event site. 

This allowed New Balance to see which moments people chose to share and how community content performed compared to brand content, all based on real behavioural data, not surface metrics.

Takeaways

• Fan participation drives intelligence, not just engagement
• Brands can create more value without creating more content
• This approach helps you to prioritise content decisions and partner activations based on behaviour, not guesswork

Tip 3: Create controlled content variation to generate behavioural insight

FC Nordsjælland used a deliberately different content perspective to observe how fans responded to a new format, topic and style compared to what they were used to for official club media. 

In 2018, the club handed a GoPro camera to their intern, a 14-year-old fan. He interviewed players, including asking the club’s star striker why he wasn’t scoring goals…

By introducing a fan-led viewpoint inside controlled, branded formats, the club was able to compare behavioural responses – such as completion rates, replay behaviour and interaction patterns – against more traditional training and behind-the-scenes content. 

This contrast helped reveal which types of storytelling drove deeper engagement from fans and sustained attention outside matchdays.

The value wasn’t the identity of the person holding the camera. It was the behavioural variation the format introduced, and the insight it generated into what non-matchday content actually resonates and holds attention.‍

Takeaways

• Fan submissions add authenticity and community value, but the real advantage comes from experimenting with formats and observing behaviour to see what actually works
• Varying content formats and access help rightsholders identify what drives non-matchday performance

Tip 4: Turn repeat fan behaviour into compounding intelligence

Non-matchdays aren’t only valuable because they create more content – they’re valuable because they create repeatable behavioural signals.

Using the same interactive formats over time encourages fans to return, making it easier to see clear patterns in behaviour; from content structures that drive deeper engagement andwhich access points prompt repeat interaction to which signals connect to downstream outcomes.

Over time, this behavioural data compounds. 

Each activation adds context to the last, allowing brands to move from isolated performance snapshots to a clear understanding of what consistently works – and what to stop doing by proven behavioural drivers.

Takeaways

• Repeatable activation creates behavioural data that compounds over time
• Comparing signals across non-matchdays reveals what to scale, adapt or stop
• Intelligence grows by reapplying learning, not recycling content

Tip 5: Activate audience content through measurable interaction formats

During the Tokyo 2020 Olympics and the coronavirus pandemic, Team GB faced a clear challenge: fan support was remote, fragmented and largely invisible beyond surface engagement metrics.

Using Amondo, Team GB brought together fan-generated content, athlete stories and branded partner content into a series of Amondo Galleries designed for engagement, participation and activation.

Amondo’s Submission Tile invited fans and athletes to share photos and videos with messages of support, creating a continuous stream of authentic content throughout the Games. 

At the same time, embedded Click-Through Tiles turned attention into action, converting passive viewing into measurable interaction.

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App and newsletter sign-up CTAs were placed at moments of high emotional connection, enabling Team GB to grow its owned audience and capture first-party behavioural data. This gave the team a clearer understanding of who its fans were, how they engaged with Olympic content, and how to continue those relationships beyond the Games.

The result wasn’t just visibility – it was behavioural intelligence. A repeatable model for understanding and activating fan support when attention is distributed, and physical presence isn’t possible.

Takeaways

• Participation becomes intelligence
• Interactive formats convert attention into measurable action, capturing behaviour that social platforms don’t expose
• Behavioural insight enables long-term value, helping brands grow owned audiences and deepen engagement  – even when physical presence isn’t possible

In summary

Non-matchdays are valuable because they allow sports brands to both publish more content and also create a repeatable opportunity to capture fan behaviour.

When fans interact with content through structured, portable formats, sports brands and rightsholders gain first-party behavioural insight into what holds attention, signals intent and drives outcomes between matchdays. 

That insight compounds over time, replacing guesswork with clarity on what to prioritise, scale or retire.

The advantage isn’t fan-created content or curated feeds. It’s the ability to observe real behaviour, compare performance across formats and apply learning consistently as the season unfolds.

You can explore more examples in our case studies here.

Team GB's core campaign for the Tokyo 2020 Olympic Games was designed to celebrate everything that characterises the nation's elite athletes, from diversity and perseverance to dedication and sacrifice.

Recognising that athletic success is shaped not just by sporting stars themselves — but by the support of friends, family, mentors, partners, and fans — Team GB launched the "Support Is What Makes Us" campaign.

The initiative aimed to bring fans and athletes closer together, encouraging the public to actively show their support and take part in the journey to the Games.

Alongside this ambition, Team GB wanted to understand how audiences engaged with the campaign, which forms of support resonated most, and how this participation translated into meaningful connection.

The National Lottery, which provides year-round funding to elite athletes and ultimately supports them in making it to the Olympic Games, was a natural partner to present the Support Is What Makes Us campaign.

The challenge

"We felt that with fans not being present at the Tokyo 2020 Games, there was an opportunity to bring fans together and get their support behind our athletes digitally. Amondo was a great fit for this."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

With fans not being able to be present in Tokyo, Team GB and The National Lottery needed a way to enhance the athlete experience and bridge the gap between them and supporters at home. All so they could feel the nation's support behind them.

With high levels of audience participation expected during the Games, Team GB looked for a way to turn that support into an active, shared experience.

This would allow fans to contribute messages of encouragement and showcase them to athletes 6,000 miles away in Tokyo.

To support this, Team GB needed a digital experience that could bring fans together around 'Support Is What Makes Us', enabling them to take part collectively and show their support during Tokyo 2020.

The solution

"Amondo allowed us to create a space, hosted on our website, app, and out-of-home, where all digital fan support came together and where athletes could feel that connection to home."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

'Support is What Makes Us' Fan Wall

An Amondo Gallery was integrated into the Team GB website, with content refreshed throughout the Games to reflect ongoing audience participation.

This brought together quality, community-generated content and fan support, both sourced from social channels (Twitter, Instagram, Facebook, and TikTok), and submitted directly to Amondo via the Submission Tile. Content featuring messaging and support from The National Lottery was also integrated throughout the campaign period.

Over 1,500 pieces of audience-generated content were activated and displayed during the Games.

"The fact that the content is not automated — and is instead curated by real people — gave us assurance that content would be moderated and displayed as we saw fit."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Clickthrough Tiles

The social Gallery also included Amondo's Click-through Tile feature, which helped Team GB understand and extend audience engagement, guiding fans towards meaningful next steps.

These interactions encouraged fans to download the official Team GB app and sign up to the Team GB newsletter, turning participation into an ongoing connection.

Athlete-to-athlete messages

A second Amondo Gallery was embedded within a private microsite, made accessible exclusively to Team GB athletes.

This experience brought together more than 100 messages of support from former Team GB Olympians, including Sir Chris Hoy, Rebecca Adlington OBE, Max Whitlock OBE, and Sir Matthew Pinsent.

Team GB Olympians were also able to contribute messages and media directly through Amondo's Submission Tile feature, making sure athletes competing in Tokyo could access messages of encouragement from across the Team GB community.

Submission Tile

Two of Amondo's Submission Tiles were used to invite messages and content from both the British public and former Team GB Olympians, powering the "Support Is What Makes Us" experience and 'Athlete to Athlete Messages'.

This made it easy for fans and athletes to contribute messages of encouragement directly, supporting sustained participation throughout the Games.

Alongside content contribution, the experience made sure submissions were consented and rights-cleared, while allowing Team GB to capture first-party audience information and understand how people engaged with the initiative.

Out of home

"We wanted to amplify the message to reach the British Public, and we did so by integrating Amondo's inScreen product in our out-of-home, expanding the support to a physical space."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Working with Team GB partner Ocean Outdoor, the "Support Is What Makes Us" Fan Wall was displayed across out-of-home placements in retail locations nationwide.

These placements combined Team GB campaign messaging with QR-driven codes linking to the Submission Tile, meaning passersby could contribute messages of support and take part directly from their mobiles.

Distribution through OOH worked to extend the reach of the campaign beyond online environments, driving additional participation and engagement with the campaign.

The results

"Working with Amondo helped us to bridge the gap between fans and athletes and to inspire the nation to get behind the team, cheer, and show their support."
Claudia Mestre-Moreno
Marketing Executive, British Olympic Association

Using Amondo, Team GB was able to simplify the vast amount of messages that go out during the Games period in a way that helped them to connect fans to both Team GB and its athletes. Amondo Galleries drove increased traffic to the Team GB website, while also creating another touchpoint for app downloads and newsletter signups.

For partner The National Lottery, Amondo served to increase awareness of the relationship between Team GB and The National Lottery — and engagement with the partnership.

You can explore more examples in our case studies here

Sports institutions worldwide operate in an environment where attention is scattered, platforms hide meaningful data, and fan behaviour is harder to interpret than ever.

And while the pandemic added a greater sense of community to fan groups by accelerating digital participation, it also exposed a deeper problem: more content and more channels did not create more clarity. Engagement increased, yet insight into what actually drives fan action remained limited.

The brands that lead are those that can capture first-party interaction data, connect audience behaviour to commercial outcomes, turning these signals into intelligence they can act on.

Amondo has collected seven key behaviour shifts reshaping sports marketing in 2023 and beyond for you to stay on the pulse.

Enhanced matchday engagement

When gameday arrives, fans worldwide have only one thing on their mind, and that’s their team.

Thanks to social media, the matchday experience has evolved in recent years, with teams turning to press conferences, line-up announcements, and pre-match content to prolong fan engagement. 

The beauty of this content is that fans also engage with it outside of the matchday. In fact, The Nielsen Sports Report found that sports viewership has become a multi-screen experience, with 47% of sports watchers simultaneously interacting with other live content, a 5% increase in 2020.

This becomes a barometer for engagement and reach worldwide, as well as a reliable indicator of attention and interaction at scale. Beyond strengthening the connection between clubs and fans, these moments generate repeat interaction patterns that signal sustained interest and inform which formats should be prioritised and scaled for future fixtures.

This interaction data can then be used to recognise which content resonates best in the run-up to matchday, helping teams plan pre-match activations that build momentum and drive repeat fan engagement once matchday comes around.

More connected non-matchday experiences

For every matchday, there are significantly more non-matchdays – and these are the moments where fan attention is most at risk of drifting.

Between fixtures, fans still interact with teams, but attention is fragmented, and expectations are harder to gauge. 

While the Nielsen Sports Report estimates that 39% of global fans watch non-live content related to a live sports event, simply increasing the volume of non-matchday content does not explain what actually sustains interest.

Non-matchdays are valuable not because they allow brands to publish more content, but because they create opportunities to observe fan behaviour when live sport isn’t the primary driver.

By activating structured interaction formats, sports brands can capture repeat behaviour and intent signals which reveal what genuinely holds attention between games. 

For example, Liverpool FC used Amondo to power an FA Cup Hub that centralised tournament content in a single, owned experience. 

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Click-Through Tiles connected fan engagement to retail, membership and competition entry, turning FA Cup interest into measurable conversion and first-party fan insight — all within an environment Liverpool could fully measure and optimise.

This behavioural insight provides clarity on which formats to prioritise, scale or stop – turning non-matchdays into learning moments that strengthen performance when matchday returns. This gives the team richer first-party fan data they can use to personalise ongoing experiences and re-engage audiences between fixtures, turning passive content consumption into measurable actions like ticket sales, merchandise purchases and deeper fan relationships.

More screens = more opportunity 

Diego Pinzón, Director of Digital Media and Content at Atlanta United FC, predicts that second-screen content will increasingly compete with the live match itself – with fans taking the driving seat in creating and amplifying that experience.

This shift reflects the rise of the “third space”: shared digital environments where fans connect in real time, regardless of physical location. 

It means a supporter in Australia can react, debate, and create alongside fans in Europe while the match unfolds.

The scale of these spaces is already notable. The NBA’s Discord server alone has more than 147,000 members, highlighting how matchday attention now lives far beyond the stadium and broadcast feed.

Live blogs and online chat functions have turned fandom into a deeply social experience, with instant reaction podcasts and live broadcasts becoming increasingly popular - and every interaction into a signal of intent, emotion and interest.

If clubs themselves can harness the power of “dual-screen” entertainment sooner rather than later, fans will become deeply grateful and more engaged than ever, but it also lends itself as an opportunity to gain visibility into real fan behaviour and understand what really resonates, creating a clearer line between content participation and outcomes. 

The advantage belongs to the teams that know what fans do, not just where they watch.

No restricted areas

Amazon’s All or Nothing series has provided unprecedented access to elite sporting organisations, documenting full campaigns for clubs such as Arsenal, Manchester City, and Juventus, alongside the New Zealand All Blacks and NFL franchises, including the Arizona Cardinals and Los Angeles Rams.

These documentaries were among the first modern sports media to open up the inner reality of elite sport, revealing everything from dressing room confrontations to boardroom decision-making. In doing so, they’ve fundamentally changed how fans perceive teams.

Netflix has set a precedent with productions like Formula 1: Drive to Survive and Sunderland ’Til I Die, proving the appetite for long-form, access-driven sports content at scale.

There are measurable benefits for the institutions involved: allowing teams to control how access is framed, extend their story far beyond matchday, and generate a deep library of high-impact content consisting of clips, moments and narratives that fuel ongoing engagement across digital channels.‍

But the real value goes beyond exposure. 

This content creates sustained fan attention, repeat interaction and behavioural signals that traditional broadcast coverage never captures. It turns a season into a living content ecosystem rather than a fixed media product.

It’s no surprise that major sports organisations now see documentary access as a strategic asset, not a marketing gamble. 

As competition for attention intensifies, expect more teams to invest in formats that don’t just tell their story, but keep fans actively engaged with it long after the final whistle.‍

Crypto, NFTs and The Metaverse‍

The most expensive NFT in the world is a digital statue of LeBron James, which sold for a whopping $21.6m, signalling early demand for digital sports assets.

Bitcoin.com reported that Real Madrid and Barcelona jointly filed a trademark application related to cryptocurrency wallet services.

This move highlights how fans are increasingly comfortable engaging with teams through owned, interactive web-based formats such as branded collectables to tokenised access, rather than just static merchandise.‍

Market Decipher research points to sustained long-term growth in NFT-based sports collectables from 2022 to 2032, alongside a broader expansion of the sports trading cards market, which is forecast to grow from around $12.9bn in 2021 to over $49bn by 2032.

And the same evolution is already happening in ticketing. 

Deloitte’s 2022 sports industry outlook highlighted how individual and season tickets are transforming from simple access passes into dynamic digital products capable of unlocking content, experiences and ongoing engagement across a season.

For sports organisations, the opportunity isn’t just to launch new digital formats, but to understand what those formats actually do. 

When digital products are treated as intelligence layers rather than one-off experiments, teams gain clarity on what resonates, what converts and what’s worth prioritising next.

The rise of ethical sponsorships?

Sponsorships are essential revenue streams and marketing strategies for sports clubs. The Premier League’s “big six” alone generated $1.2bn in sponsorship deals in the 2021/22 season (the other fourteen teams’ sponsorships were worth a combined $300m), for a total sponsorship revenue of over $1.5bn.

All good? Not quite.

Betting remains a controversial industry for sports institutions, with ongoing questions around ethics and gambling addiction.

In 2021/22, nine of the 20 Premier League teams’ main shirt sponsors were in the gambling industry.

According to The Times newspaper, Premier League clubs are set to agree to a voluntary ban on “front-of-shirt” betting sponsorships in the future; in 2021/22, nine of the 20 Premier League teams’ main shirt sponsors were in the gambling industry. 

A further nine Premier League clubs had sleeve sponsors from the betting or gambling industry in 2021.

This is a trend that the sporting world is already trying to set straight. In the US, the NFL has limits on the number of TV spots it will sell to sports betting companies, and the NBA isn’t allowing sportsbooks to advertise on its teams’ jerseys.

If sports institutions are beginning to take stronger stances on who and what they are willing to be sponsored by, it will be interesting to watch the rise of “ethical” sponsorships in the coming years.

Branching out: Esports and women’s sport

The Nielsen Group found that more than 2,250 esports sponsorship deals were announced globally in 2021, up from 1,785 in 2020. 

During the same timeframe, the female esports fan base grew by 19%, highlighting how audience growth and commercial interest are accelerating in parallel.

Meanwhile, women’s sport more broadly is gaining significant traction. The Drum reported that in 2022, more than 15 million viewers watched women’s sport in the UK between January and March — nearly three times the audience recorded in 2021. 

At the same time, EA Sports’ FIFA 23 introduced women’s club teams, signalling a shift in how women’s sport is represented and monetised.

TJ Adeshola, Head of U.S. Sports at Twitter, noted that the growth of women’s sports communities is already driving disproportionate impact across the industry, prompting organisations such as the NCAA to launch gender-specific social channels and rethink how they engage audiences.

The takeaway for brands and rights holders is clear: engagement patterns are evolving, and sponsorship value is being created outside traditional benchmarks.

To capitalise on this shift, organisations need visibility into real fan behaviour, understanding which content drives interaction, what influences outcomes, and where investment should be amplified based on evidence, not assumption.

Conclusion

These trends underscore a fundamental change in how sport connects with its audiences. 

As fan engagement stretches beyond game day and across platforms, from blockbuster television to sophisticated financial products, success can no longer be measured by volume or reach alone.

Whilst fans rely on their favourite sporting institutions to deliver a consistent yet varied flow of engaging online and offline content, to be enjoyed on any device, at any time, and any place they choose, it depends on understanding real behaviour, knowing what resonates, and using that intelligence to make smarter decisions about what to amplify and where to invest.

See how other brands are bringing this to life with Amondo.

The past few years have been transformational for the world of sport, with football marketing campaigns having to evolve rapidly in response to unexpected difficulties. 

The COVID-19 pandemic especially challenged football clubs to find new ways to engage fans during lockdowns across Europe, accelerating innovation in football marketing and digital engagement.

As one of the most affected industries, clubs were forced to find new ways to maintain fan connection while upholding their existing branding commitments.

From melting trophies and redesigned kits to video game competitions, we’ll be highlighting some of the best football advertising campaigns since 2020, which have reshaped fan-first storytelling. 

1. Ajax Amsterdam: A Piece of Ajax, a standout football marketing campaign

While COVID unfolded, the Netherlands’ Eredivisie 2019-20 season was cancelled before all the fixtures had been played. 

Dutch football made its return for the 2020-21 season, but fans were still barred from entering football stadiums.

So when AFC Ajax claimed their 35th championship, they did it without fans for 30 of their 34 matches.

In the absence of stadium attendance and in-person support, Ajax shifted focus from physical presence to participation, creating a moment designed to draw out intentional fan action rather than passive celebration.

Not content with steamrolling the competition (they won the title by a massive 12 points), Ajax launched the Piece of Ajax campaign and melted down their championship trophy into over 42,390 individual stars – one for each of the club’s season ticket holders – as a thank you for their support while matches were played behind closed doors.

Edwin van der Sar, CEO at Ajax, said: “This season, we have largely had to play without our fans. Without them sitting in the stands, at least. Despite this, we have felt their support every week. On the way to the stadium, on social media, and in our personal contacts.

"Previously, when we said 'this title is for you,' we were expressing how we were doing it for the fans. However, sharing the trophy is the ultimate proof that we really are. After a turbulent year, we are ensuring our fans feel part of our championship."

By promoting this message across social platforms, during travel, and through direct contact with fans, AFC Ajex highlighted how fan engagement increasingly manifests across multiple environments, even when traditional attendance disappears.

Ajax’s commitment to sharing their successes with fans was admirable, and it won them many plaudits for their creative and heartfelt initiative.

Widely regarded as one of the best football marketing campaigns of the pandemic era, Piece of Ajax demonstrated how participation-led football marketing can deepen emotional loyalty.

But beyond the emotional impact, the campaign illustrates a broader shift in fan expectations, from recognition to participation. 

Supporters now seek meaningful involvement in a club’s success, not just acknowledgement of it. 

2. Leyton Orient: UltimateQuaranTeam! – one of the best football marketing campaigns of the pandemic era

When football fixtures in England were postponed indefinitely at the start of the pandemic, Leyton Orient Football Club's off-the-cuff campaign turned into a 126-team knockout FIFA tournament that would include teams from sixteen countries - including England, the USA, and the Netherlands.

With live football not an option, the initiative shifted fan engagement from scheduled consumption to active participation, inviting supporters to co-create the experience rather than simply follow it.

At a time when the world faced uncertainty, Leyton Orient’s campaign created a shared participation loop that kept fans interacting with clubs, players, and each other at a time when traditional touchpoints had disappeared and ultimately gave them something to smile about.

#UltimateQuaranTeam started as a “let’s do something while there’s no football being played” game, but it soon picked up momentum with teams like Manchester City, Roma, Orlando Pirates, Sydney FC, Istanbul Basaksehir and Groningen nominating one individual to represent them on the FIFA 20 video game, including professional footballer Andros Townsend (Crystal Palace).

The result? £66,122 was raised for the English Football League’s mental health charity Mind, and the official Covid Response Team, and a lot of FIFA games were played during lockdown!

Beyond fundraising, the tournament revealed how cause-driven participation can deepen engagement, which combines play, purpose, and community into a single experience.

Danny Macklin, Chief Executive at Leyton Orient, said: “This is very much the brainchild of our innovative Media Team. This provides a fantastic opportunity to play a small part in providing some engaging content to football fans at this very difficult time. 

“Furthermore, and perhaps even more importantly, it’s a chance to raise much-needed funds for EFL clubs and two phenomenal causes."

The campaign has since been cited as a benchmark for digital-first football campaigns, blending community, entertainment, and purpose-driven football marketing.

‍For clubs, initiatives like this show that when interaction is designed with intent, even improvised formats can become powerful sources of behavioural insight.

3. Arsenal FC: No More Red – one of the most powerful football marketing campaigns in recent years

London is one of the world’s most powerful footballing cities. 

Clubs like Chelsea, Fulham, and West Ham United call it home, but the red and white of Arsenal F.C is most closely associated with London’s football history.

Outside the world of football, London faces ongoing problems with youth crime and gang culture. In 2021, London saw the highest ever level of teenage murders since records began, most of which involved knife attacks.

Arsenal’s response was strong, and the club’s No More Red campaign (in partnership with Adidas) manifested itself on the pitch. 

Arsenal removed any hint of red from their traditional strip, playing in an all-white kit in an FA Cup match against Nottingham Forest to raise awareness of the amount of young blood being spilt on the streets of London.

The campaign included interviews with current and former players, actor Idris Elba, and grassroots initiatives that tackled the root causes of youth violence.

Together, these elements extended engagement beyond the match itself, encouraging deeper interaction with the campaign’s message across multiple channels.

Arsenal went one step further; the all-white shirts were not made commercially available and were instead reserved for people making significant contributions to local communities.

Source: arsenal.com

Idris Elba, No More Red mentor, said: “From the time young people leave school, until the time they’re at home with family, there is often a void, a dangerous spike of nothing to do, where nothing can easily turn into something dangerous."

“If there continue to be no options for this after-school period, we will always see gangs form. Let’s create options for these young people.”

Voices like these added emotional weight to the football advertising campaign, strengthening participation and reinforcing how storytelling influences fan perception and response.

Arsenal’s campaign raised a lot of awareness for youth violence in London, and the club’s decision to emphasise the problem through a specially-made kit was particularly effective, and reflects how fans increasingly connect through shared values, not just results.

4. Manchester United: Donate Your Words – a landmark football advertising campaign

While Arsenal was tackling youth violence in London, its rivals, Manchester United, were focusing on the older generation.

The ‘Donate Your Words’ campaign, launched with chocolatiers Cadbury’s, found that 225,000 older people go more than a week without speaking to anyone. It raised awareness for older supporters who don’t have anyone to share their words with.

The campaign reframed fan participation as an act of empathy, which encouraged purposeful and real-world interaction.

Featuring club captain Harry Maguire and reaching 92.8% of the UK’s population, Manchester United pushed awareness for the older generations, including matchday advertising, digital media, and matchday access, to create a unique ‘Guest of Honour’ experience for 11 local elderly Manchester United fans.

“Any small gesture and interaction can play a part in helping to tackle loneliness amongst our older generation.”

Sean Jefferson, Director of Partnerships at Manchester United, said: “We are pleased to start our partnership with Cadbury by supporting their ‘Donate your words’ campaign. 

“The club is encouraging all fans to give a few moments of their time to speak to older people around them who might welcome a thoughtful conversation.”

Like Arsenal, Manchester United brought their campaign to the pitch. A strong move that gave the Donate Your Words initiative an added sense of authenticity, creating meaningful interaction that extends beyond awareness into action.

5. LaLiga: The Red Carpet(s) – one of the best football marketing campaigns in european football

It isn’t just football clubs that are redefining fan engagement – entire leagues are too.

In 2021, LaLiga – Spain’s top footballing division – rolled out seven red carpets worldwide (literally) to activate global audiences around its showcase fixture, El Clásico.

By bringing El Clásico into public spaces, LaLiga transformed a broadcast fixture into a physical, shareable experience, creating visible signals of global fan engagement beyond traditional viewership metrics.

Source: sportingnews.com

Real Madrid vs Barcelona is one of the world’s most intense footballing rivalries, where the winners of El Clásico are often the team that goes on to win the league.

And it isn’t just a Spanish audience that is invested in the outcome, which is why LaLiga launched a campaign that brought El Clásico to nations including the US, Australia, and most famously, Tajikistan.

LaLiga won the “Best Marketing/Advertisement campaign” at the Marspo Awards in 2021 for rolling out the red carpet in Tajikistan's capital city, Dushanbe, to demonstrate the city’s love of football.

Source: laliga.com

Jose Carlos Loaiza, LaLiga Delegate for Russia & Baltic countries, said: "We are very happy with this recognition. From London to Dakar, the installation of the LaLiga ‘Red Carpets’ across the globe brought to life the excitement, the entertainment, the glamour, and the global reach of this fixture and LaLiga. “We are pleased to see we played a part in inspiring people across Central Asia, through the power of sport and entertainment.

"Too often, major sporting fixtures are seen through the prism of a “local” audience. LaLiga put that myth to bed with this campaign and was well-rewarded for demonstrating that even smaller nations enjoy football as much as local fans. And the campaign illustrates how major fixtures can generate value by activating fans where they are, revealing that global engagement is shaped as much by cultural participation as by broadcast reach.

A few final thoughts

‍Sports institutions can’t survive without fans, but meaningful engagement is no longer defined by presence or sentiment alone. The campaigns explored here show how clubs and leagues are creating moments that invite participation, interaction, and emotional investment, strengthening the relationship between fan and institution while generating measurable signals of engagement.

Photo by Ekansh Saxena on Unsplash

Looking more closely, each campaign may have originated in sport, but its impact extended far beyond the pitch. Whether addressing social issues or creating unity during periods of disruption, these initiatives succeeded by encouraging fans to actively take part. In doing so, they demonstrate how purpose-driven campaigns can deliver both cultural value and clearer insight into what truly resonates with audiences.

See how other brands are bringing this to life with Amondo.

From euphoric last-minute goals to season-defining errors, live sport creates intense emotional moments for fans.

Yet most in-venue activations still optimise for visibility, rather than interaction, exposing brands to high-intent audiences without capturing how live sports fans actually behave.

As a result, teams and rightsholders collect little first-party behavioural data. They don't see how fans interact or which moments convert live attention into measurable outcomes.

The Anonymous Fan Index shows that the average sports brand can identify only about 24% of its fans, leaving the majority of in-venue engagement unmeasured and unconnected to ongoing value.

For sponsors and rightsholders, this makes sustained ROI almost impossible to prove.

Once fans leave the venue, the behavioural signal is lost, along with the opportunity to turn live sport into a year-round digital connection, intelligence and commercial impact.

Why this problem matters now

Sponsors are under increasing pressure to justify investment with measurable, outcome-driven results, rather than exposure alone.

As budgets tighten, traditional sponsorship metrics such as impressions, reach, and footfall no longer provide the clarity needed to prove sustained sports sponsorship ROI.

However, first-party behavioural data is becoming significantly more valuable. As third-party cookies decline, brands need direct insight into how fans actually interact with content to personalise experiences, retarget intelligently and build long-term growth strategies.

For sports teams and rightsholders, this creates a structural challenge. Engagement still peaks around match days and major moments, but without capturing real behavioural data, those interactions remain disconnected from year-round fan relationships.

To move beyond event-led visibility, sports brands must activate content in ways that capture how fans behave, including what they explore, engage with and return to, and connect that behaviour to outcomes.

Only then can sponsorship performance be measured by real engagement, ongoing value, and long-term fan growth, rather than surface-level exposure and other redundant metrics.

Formula E's experience

Unlike legacy motorsport categories such as Formula 1, where fandom is deeply established, Formula E is actively building its audience in real time across major cities, cultures and digital behaviours. That makes understanding fans, rather than solely reaching them, a critical priority.

The championship delivers live E-Prix events in cities around the world, each creating moments of high attention and emotional engagement. But because fandom is not yet a given, Formula E must work harder to capture insight into who its fans are and what drives them to take action, both during and beyond race weekends.

Formula E needs to deliver a consistent, high-quality fan experience across multiple locations, markets and venues, without losing the ability to measure behaviour or compare performance from one E-Prix to the next.

At the same time, Formula E has a growing portfolio of global sponsors, including Allianz. These partners require activations that work at scale and deliver measurable outcomes, and not just on-site excitement.

Sponsors need clarity on how fans interact with content, which moments capture attention, and what drives meaningful actions, long after the race ends.

To turn engagement into long-term insight, sponsor value and sustained commercial impact, Formula E needed a repeatable, global way to capture first-party data and consent across its fanbase — and an owned activation layer that could consistently collect behavioural insight at every event.

Without this, much of the value created at each E-Prix remained outside Formula E's control, limiting insight and long-term commercial impact.

How Formula E approached the challenge

Formula E partnered with Amondo to power in-venue fan engagement technology across the Allianz E-Village at every E-Prix to turn live race-day moments into tangible, first-party fan interaction.

Using Amondo's portable Gallery formats and Submission Tiles, Formula E created simple, repeatable experiences that allowed racegoers to submit photos and videos via QR codes displayed throughout the venue.

Fans could participate instantly, on-site, without leaving the experience or relying on third-party social platforms.

This allowed Formula E to capture fan-generated content, first-party data and consent at the exact moment of engagement. This transformed live attention into an owned behavioural signal rather than a fleeting interaction.

Formula E then used Amondo to activate that content in real time, displaying fan submissions across Allianz-branded screens throughout the E-Village.

This created a shared, live experience that encouraged further participation, repeat interaction and deeper engagement as the event unfolded.

These experiences were co-branded with key partners, including Allianz and ABB Group. Rather than functioning as passive logo placements, sponsors were embedded directly into the fan journey, gaining meaningful visibility within an interactive experience that captured real behaviour and delivered long-term value beyond race day.

Turning engagement into commercial outcomes

Rightsholders often mistake surface-level engagement, such as likes, shares and impressions, for high-value sponsorship performance. In reality, attention alone doesn't translate into ROI.

For an activation to deliver commercial value, it must connect content to behaviour and behaviour to outcomes.

Formula E addressed this by extending live fan participation beyond the venue and into owned digital environments.

Fan galleries were activated on the Formula E website using Click-Through Tiles that directed fans to high-intent actions such as app downloads, voting experiences and direct-to-consumer pages.

This allowed Formula E and its sponsors to clearly see how fans moved from attention to action, turning live race-day engagement into a measurable, outcome-driven performance layer rather than a one-off moment.

Each race generated over 300 fan submissions, creating a consistent volume of consented, fan-generated content that could be reused across marketing and partner channels.

A 107% interaction rate demonstrated that fans were not just viewing content, but actively participating, driven by Submission and Click-Through Tiles embedded directly within the experience.

Instead of guessing what worked, Formula E gained clarity on which moments, formats and interactions drove meaningful action, and provided sponsors with proof of value grounded in real behaviour – not vanity metrics.

Emily Hirth, from Formula E said the following:

"It was a pleasure working with Amondo. It was great to integrate our fans into the Formula E experience while racing was behind closed doors. Using Amondo has helped increase traffic to the website and various other digital products with its simple user journey."

What other sports organisations can learn from Formula E

Formula E's approach highlights a broader shift facing sports, entertainment and live event brands.

Live moments are not just opportunities for attention; they are high-intent environments where real fan behaviour can be captured and understood.

Some key takeaways for other sports organisations:

• Live events create a unique opportunity to capture first-party fan behaviour at the point of peak attention
• By activating content during live experiences, brands can move beyond vanity metrics and gain behavioural insight into how fans actually interact, what drives action and which moments deliver value
• Capturing first-party data and consent in-moment gives rightsholders and sponsors visibility that social and traditional event metrics can't provide
• When behaviour is captured and connected to outcomes, live engagement becomes measurable, repeatable and commercially accountable
• Crucially, this approach allows brands to extend value beyond the event itself, turning race-day attention into ongoing fan relationships, personalisation and long-term growth

Summary

By treating live events as an intelligence moment rather than a one-off activation, sports brands unlock a new source of first-party behavioural data.

This allows both the rightsholder and its sponsors to move beyond vanity metrics and gain clear visibility into how fans interact with content, what motivated action, and which moments drive meaningful outcomes.

Captured behaviour and consent allow for extended fan relationships beyond race day, turning live engagement into ongoing digital connection, personalisation and long-term value for fans and partners alike.

See how other organisations are rethinking live sports fan engagement here.

Content intelligence platform Amondo has partnered with Getty Images to give sports, media, and entertainment organisations a new way to display and activate licensed visual content. These experiences capture first-party fan behaviour and performance insight that other platforms don’t provide.

Getty Images is a preeminent global visual content creator and marketplace that offers a comprehensive range of content solutions to meet the needs of customers worldwide, regardless of their size. 

Through its Getty Images, iStock, and Unsplash brands, websites, and APIs, Getty Images provides premium, licensed visual content that powers storytelling at a global scale. This content can now be discovered and activated inside Amondo’s platform.

Working with clients including Chelsea FC, Universal Music, Formula E, the International Cricket Council, and Live Nation, Amondo ingests brand, creator, and fan content and transforms it into portable branded formats across web, mobile, partner sites, in-venue screens, and OOH.

These formats capture first-party behaviours such as taps, swipes, depth, hesitation, dwell and QR journeys. 

This behaviour connects to downstream commercial outcomes like traffic, sign-ups, purchases, ticket sales or conversions - creating an intelligence layer that reveals what content actually drives performance and why. 

This means visual content is no longer just displayed; it becomes measurable, comparable, and optimisable based on how fans actually interact with it.

The integration allows organisations to connect their Getty Images account within the Amondo dashboard to add visual content from Getty Images to their Amondo Galleries. 

"We’re delighted to announce our partnership and integration with Getty Images, enabling Getty’s visual content to be activated directly within Amondo. Many of our clients already use Getty Images, and this integration allows that content to be deployed in Amondo’s portable branded formats while capturing first-party behavioural insight into how audiences actually engage. The result is clearer intelligence on what resonates, how content performs, and what to scale next, moving clients from distribution to understanding what works and why.”

Charlie Bucker, Founder, Amondo

"Enabling our clients to work smarter and faster to showcase visual content that engages audiences across the globe is at the heart of our strategy. This is especially important during event-driven coverage, where Getty Images is relied upon as a core component of fan interaction. Our exciting partnership with Amondo streamlines the creation process through a native experience with content at customers' fingertips.”

Benjamin Beavan, Global Director Strategic Development, Getty Images

One of the first organisations to make use of the new integration is the British Olympic Association and Team GB around the recent 2022 Winter Olympics in Beijing. 

Team GB was able to access and display licensed visual content from Getty Images within daily Imprints showcased via the teamgb.com, official Team GB app and social media.

"The Getty Images integration with Amondo has allowed us to feature the high-quality and impactful photos that Getty Images is renowned for within our Amondo Gallery feeds — and in a fraction of the time it would take to do manually. We’re proud to have worked with Amondo in bringing the passionate support of Team GB fans into one central location, making it easy for athletes and supporters alike to feel the momentum behind the team from back home.”

Nicol McClelland, Head Of Marketing, British Olympic Association

Get started with Amondo by booking a demo with the team.

The background

An icon of British style since its founding in 1963, Ben Sherman has gone on to become a global brand, with its designs being worn far beyond the UK and sold globally.

Ben Sherman is an official supporter of Team GB for Tokyo 2020 and Beijing 2022, following a multi-year partnership that began in 2019. The partnership has recently seen the label create exclusive looks to outfit British athletes during the Tokyo 2020 Games and release a commemorative capsule collection of lifestyle apparel for consumers.

The challenge

Even before the pandemic delayed Tokyo 2020 and forced brands to rethink how to connect with audiences, the Ben Sherman team knew their Olympic partnership needed to be digitally led and different from previous campaigns.

Reviewing their existing retail website, the team recognised that a conventional blog or campaign page wouldn't maximise the brand's digital output or deliver what they needed during such a high-profile sponsorship moment.

While Ben Sherman was producing content across brand, athlete and partner channels, there was no clear way to understand how audiences actually interacted with that content, or which moments genuinely drove engagement, intent or action.

The team identified an opportunity to activate campaign content through a single embedded experience using Amondo's Gallery format, while capturing first-party behavioural insight.

This approach allowed Ben Sherman not only to showcase the partnership in one place but to gain clarity on what content resonated, what to amplify, and how to reduce guesswork during a critical period for the brand.

"We realised that through Amondo's capabilities, we could pull all the different channels we communicate through together to give a seamless experience to our customers."
Ann Akiri
VP PR and Communications, Ben Sherman

The solution

The world of Team GB x Ben Sherman

Amondo's Gallery was embedded into Ben Sherman's UK and US sites to activate campaign content and capture first-party interaction.

Content was updated via Amondo's managed curation workflow, with output increasing from weekly updates to daily and real-time activation during key Games moments.

"Working through the WhatsApp channel was really easy. We completed the content brief, and from the minute it launched, the Amondo Gallery looked fantastic. Knowing that there was an expert team handling the curation and supporting us through the project was important."
Ann Akiri
VP PR and Communications, Ben Sherman

The Amondo Gallery brought together owned and non-owned campaign content into the Ben Sherman website — including Tweets, Instagram Posts and Stories — allowing the team to see how different content sources performed within the same experience.

Earned media from the fashion industry reporting on the launch was featured alongside Tweets from the public reacting to seeing the outfits for the first time.

"If a customer missed a key moment, they could visit The World of Team GB on our website and experience it there. A key objective of launching the Amondo Gallery was to create a new, engaging space that felt elevated and looked fresh — and we achieved that."
Ann Akiri
VP PR and Communications, Ben Sherman

Clickthrough Tiles

Amondo's Click-Through Tiles were featured across the Gallery experience, enabling Ben Sherman to promote its official "Road to Tokyo 2020 Olympics" Spotify playlist, drive traffic to specific product detail pages (PDPs) of the capsule collection, and direct viewers to promotions, including the release of several NFTs.

Form Tile

Amondo's Form Tile was used to power a prize draw where customers could win official opening and closing ceremony items. Customers could enter the prize draw from within the content experience — and the feature allowed Ben Sherman to collect first-party data and consent.

The results

"We're very proud of the campaign — and we've seen the positive impact it has had on the brand."
Ann Akiri
VP PR and Communications, Ben Sherman

Using Amondo, Ben Sherman was able to execute a vision to be digitally led and create a best-practice example for how to showcase a key brand campaign on the website.

The Gallery represented a new way for Ben Sherman to activate campaign content while gaining visibility into how audiences actually engaged — creating clarity on which moments resonated most during the Games.

The brand's web team saw an increase in traffic to the page and an uplift in dwell time on the site. Plus, the Galleries themselves generated a 6% click-through rate to Ben Sherman's product pages and achieved a 59% interaction rate.

"In this era of advanced digital consumerism, where impressions and conversions are business critical, we were extremely pleased with the positive impact achieved using Amondo."
Ann Akiri
VP PR and Communications, Ben Sherman

Amondo is thrilled to be working with Chelsea FC over the 2021/22 season, driving fan engagement on Premier League matchdays at home at Stamford Bridge.

Matchday has become one of the clearest moments to observe real fan behaviour.

With attention at its peak, in-stadium prompts now act as signals of intent, revealing how fans choose to participate, create, and engage when it matters most.

The collaboration gives Chelsea FC visibility into how fans participate on matchday, which formats prompt contribution, and how in-stadium prompts translate into digital action.

Linking physical moments to digital behaviour, fans are invited by email and in-stadium to post their matchday content with the hashtag #CFCMatchday for a chance to feature on the big screens pre-match and at half-time:

Rather than simply displaying content, the activation creates a structured participation loop.

This connects pre-match prompts, in-stadium moments, and on-screen visibility into a single behavioural journey.

Fans move seamlessly from inbox to stadium to screen, creating a connected matchday journey that captures both physical and digital interaction.

Amondo's Display product is designed and built to Chelsea FC's brand guidelines, and supports content from all major platforms, including Instagram Stories and TikTok.

This allows Chelsea FC to understand not just what content is shared on matchday, but how and when fans choose to take part, ultimately turning in-stadium interaction into first-party behavioural insight.

We’re pleased to announce that our Spotify integration is officially live.

Brands can now activate Spotify podcast episodes inside Amondo experiences, including content Galleries and other portable branded formats.

This allows podcast content to live alongside social, creator and brand content in a single owned experience, rather than being fragmented across Spotify and social platforms, where behaviour is siloed and invisible.

By bringing long-form audio into Amondo’s content intelligence layer, brands can activate podcast content as part of a broader audience experience and capture first-party interaction data around how audiences engage.

Plus, understand how podcast content performs in context, not isolation, and connect audio content to wider behaviour and downstream outcomes over time.

It’s another step toward uniting all content formats inside one system so that brands can see what works, why, and what to amplify next.

Why we built the Spotify integration

While brands are venturing into podcasts, performance visibility rarely goes beyond listens and downloads — and for brands investing in audio, this creates a blind spot.

What’s missing is any understanding of how podcast content fits into the broader brand experience, or what it actually drives next.

While it provides surface-level analytics, that data is limited to Spotify’s environment; disconnected from social and owned content; and unable to show deeper audience behaviour or intent.

Podcast audiences are highly engaged, but brands lack first-party data and clear pathways to move listeners from passive consumption into deeper interaction or progress toward meaningful outcomes.

To make audio work harder, brands need to bring podcast content into owned experiences where behaviour can be captured, compared and connected, turning listening into measurable engagement, rather than another isolated metric.

What the Spotify integration unlocks

Brands can now move beyond vanity audio metrics by activating Spotify podcast content inside their owned platforms — including apps and websites — alongside social and creator content, in a single Amondo experience.

This brings audio into the same content intelligence layer as social, allowing brands to understand podcast performance in context, not isolation.

Instead of measuring podcasts by listens alone, brands can see how audiences engage with podcast content alongside other content types; what related content listeners explore next; and how audio contributes to deeper interaction and progression, not just consumption.

By uniting audio and social in one owned environment, brands capture first-party behavioural data otherwise not exposed.

This gives brands insight into how podcasts actually perform. It’s a shift from isolated listening metrics to connected content intelligence, so brands can see what works, why it works, and what to scale moving forward.

FIFA × Amondo: Turning podcast listens into first-party audience intelligence

FIFA partnered with Amondo to centralise its “PlayOn” podcast and fan engagement into a single owned experience, connecting podcast content to real audience behaviour rather than isolated listening metrics.

Using an Amondo Gallery, FIFA brought “PlayOn” episodes together with social content from players, musicians, guests and fans.

This created a unified destination where fans could explore the podcast while engaging with real people, reactions and related content, rather than fragmented discovery across platforms.

Through Amondo’s Spotify integration, podcast episodes were activated directly inside the Gallery.

Fans could listen without leaving the experience, while FIFA gained first-party visibility into how audiences interacted with individual episodes inside an owned environment — insight unavailable through Spotify alone.

By working with Amondo’s curation team, FIFA surfaced the most relevant and engaging content around each episode. This replaced passive, algorithm-led social discovery with a structured, managed experience designed to capture meaningful behaviour.

Hosted on FIFA’s own site, the Gallery enabled FIFA to understand which episodes resonated most; see where audience attention concentrated; observe how fans engaged with related content; and move beyond anonymous listens to first-party interaction data.

The result was a shift from measuring podcast performance by consumption alone to understanding how audio content performs as part of a broader fan experience.

And a clear example of how Amondo connects content, behaviour and outcomes to turn audio into actionable content intelligence.

Why this matters for brands producing audio content

While Spotify remains a critical distribution channel for audio, it offers limited insight into how podcasts actually influence audience behaviour, which is why brands need to bring audio into their owned platforms.

Owned experiences add the missing intelligence layer, capturing first-party behaviour and showing how podcast performance changes when audio sits alongside social and community content.

This turns listeners into insight, revealing what truly resonates with fans and what to amplify next, removing the guesswork.

Summary

With this new integration, Spotify podcasts can now be activated and measured like any other content format inside Amondo.

By bringing audio into owned experiences, brands can capture valuable first-party behaviour, compare podcast performance alongside social and community content, and understand how audio contributes to deeper engagement — not just surface-level listens.

See what else you can do by exploring the Amondo platform.

Impressions and logo visibility have historically been used to measure sponsorship value. But fans are growing increasingly sceptical of traditional, corporate brand messaging, and visibility alone no longer reflects real impact.

Research by Nielsen Sports shows a heightened preference for authenticity and relatability in brand-sport partnerships, with audiences consistently placing more trust in athlete, creator and fan voices than in polished brand narratives.

This shift is forcing sponsors to move beyond exposure metrics and toward understanding real audience behaviour, outcomes and first-party insight.

Why this problem matters now

This is particularly urgent for sponsors as modern fans are becoming content creators, not passive consumers.

Ear to the Ground's latest Fan Intelligence® Index highlights the rise of the "Third Space" — fan-led environments outside traditional media and sponsorship where culture is actively created, remixed and re-owned by fans.

These include Discord servers, TikTok edits, watch parties, podcasts and meme spaces. Places not controlled by brands, but where real engagement, influence and cultural meaning are formed.

Research consistently shows that platforms reward authentic voices over polished brand campaigns.

92% of consumers trust peer recommendations over brand messages, reinforcing that fan and community-created content drives stronger engagement than traditional brand creative.

The problem for sponsors is that this behaviour is largely invisible. Platforms surface reach and impressions, but not how fans interact, share or act.

And as sponsors face increasing pressure to prove ROI and long-term value, the ability to capture first-party fan behaviour and connect content to outcomes is no longer optional.

It's the only way to understand what's actually working and what to scale.

This is exactly the gap Amondo is designed to fill.

Not by analysing culture from the outside, but by activating content in owned formats that capture real fan behaviour directly.

Kia x UEFA: rethinking sponsorship through fan stories

For the return of the UEFA Europa League Trophy Tour in 2021, Kia faced a fundamental challenge.

Ongoing global restrictions meant the physical fan touchpoints that traditionally defined the Tour were no longer possible, yet the commercial and sponsorship objectives remained.

Rather than defaulting to broadcast-style digital campaigns, Kia took a different approach. Instead of leading with brand ads, it prioritised fan stories and participation, recognising that fans actively shape culture rather than simply consume it.

Through the #LiftYourDream initiative, fans around the world were invited to create and share content inspired by UEFA Europa League legends. The Trophy Tour shifted from a one-way brand moment into a participatory, fan-driven experience.

Amondo was used to activate this content via Galleries that worked across the Tour ecosystem.

Fan, ambassador, influencer and brand content were surfaced together in a single, owned activation layer designed to capture first-party fan behaviour.

As fans explored, interacted with and contributed content, Kia gained direct visibility into how audiences engaged beyond likes and views, using this behaviour to drive deeper participation and downstream conversion opportunities.

By treating fan content as a source of intelligence rather than decoration, Kia turned a constrained sponsorship moment into a scalable digital asset, one that connected content, behaviour and outcomes, and delivered value beyond the Tour itself.

How Kia & UEFA reframed sponsorship

Fans contributed to the Trophy Tour hub through social sharing and direct submissions, allowing Kia to bring fan creativity from fragmented platforms and into a single, owned destination.

Using Amondo's Gallery format, this fan-generated content was curated into a central experience that elevated fan stories alongside official Trophy Tour and ambassador narratives — positioning fans as contributors, not spectators.

Amondo's Brand Tiles and Click-Through Tiles were embedded directly within the content flow, enabling Kia to introduce branded messaging, highlight campaign moments and guide audiences to partner destinations without disrupting the experience.

By placing fan stories next to clear conversion pathways, Kia created a direct link between participation and action.

Every interaction generated first-party behavioural data, giving Kia clarity on how fan-led content influenced engagement and intent, and enabling sponsorship value to be measured beyond reach and impressions.

Why fan storytelling drives sponsorship performance

Fan storytelling drives deeper audience activation than traditional logo placement because it engages fans in a more relatable, personable way, while capturing first-party behavioural data that platforms don't show.

This intelligence reveals how content drives attention, conversions, and repeat engagement, giving brands and sponsors clarity on what works, why, and what to scale to prove the ROI of their activations.

What other sponsors can learn

Fan stories shouldn't sit on the edges of sponsorships; they should be designed into the activation itself, supported by systems that capture behaviour and connect it to outcomes — with authenticity at the core.

Sponsors who continue to prioritise visibility alone risk missing where value is actually created.

Summary

Fan storytelling is transforming sponsorships by shifting value from mere visibility to measurable engagement.

Modern fans actively create, remix, and share content, and these authentic contributions reveal real behaviour and influence that brands cannot see through traditional metrics.

By integrating fan stories into activations and capturing first-party data, sponsors gain clarity on what drives attention, participation, and conversions, turning engagement into outcomes-driven sponsorship value.

Explore more case studies on how brands are bringing fan stories and sponsorship to life.

We’re pleased to announce that brands can now add quizzes, questionnaires and live polls to Amondo Galleries.

Gamification content now works alongside social, creator, and brand content. This helps keep visitors engaged longer, gives brands valuable first-party insights and drives commercial benefits.

Why gamification increases dwell time — and why that matters

When scrolling through social feeds, most content is passive. It demands minimal mental or physical effort, resulting in short, disengaged sessions where users are less likely to complete high-value actions such as purchases.

However, gamified interactions change that dynamic. Introducing quizzes, polls, and other interactive formats requires users to make more decisions, pay closer attention, and participate more deeply, ultimately driving longer dwell times and richer engagement.

For example, when users stop to answer a poll or complete a quiz, they slow down and interact more purposefully.

Increased dwell time is a strong indicator of interest and intent, meaning visitors are far more likely to convert on additional content or embedded CTAs.

By capturing these first-party behaviours, brands gain credible visibility into what drives real engagement and can connect those actions directly to outcomes.

This extended engagement makes audiences more receptive to linked journeys, ultimately increasing the probability of click-throughs to downstream conversions and commercial benefits such as merch, ticket sales, or product pages.

By capturing these behavioural touchpoints, brands gain clarity on what drives outcomes and can connect content, behaviour, and results to predict what will perform next.

Gamification for first-party data capture

Quizzes and polls are core to Amondo’s intelligence advantage. By transforming content into interactive, portable branded formats, they activate audiences while capturing first-party behavioural data that other platforms don’t expose.

Every response, swipe, and hesitation is measurable, revealing how audiences actually interact with content.

This behavioural insight can then be linked to outcomes such as sign-ups, purchases, or traffic, allowing brands to see what works, why, and predict what will perform well going forward.

But quizzes and polls also capture first-party information directly from audiences, such as email addresses and preferences. This means brands gain not only behavioural insight but also explicit data on what people tell them.

Combined, observed behaviour and self-reported information give brands a richer understanding of audience intent, enabling more effective re-engagement and personalised content.

This activation turns audience participation into actionable intelligence, moving brands from guessing to knowing.

Real-world examples: Amondo gamification (quizzes and polls in practise)

Partnering with Amondo, The Jockey Club is increasing engagement through interactive content by creating a quiz specifically for the Cheltenham Races, embedded seamlessly within their social Gallery.

This quiz encourages visitors and fans to spend more time interacting with the site, moving beyond passive content consumption.

By driving deeper interactions, this activation expands dwell time and generates richer engagement signals within the experience.

These behavioural insights allow The Jockey Club to understand their audience more fully, connecting content interactions to measurable outcomes and informing smarter future activations.

The Australian Olympic Committee also utilised Amondo to create an interactive landing page, marking the 25th anniversary of the 2000 Sydney Games.

The experience combined vintage fan-submitted photos, quizzes and polls, encouraging visitors to contribute memories, answer trivia, and engage actively with the Games’ history.

This gamified approach transformed passive browsing into meaningful interactions, increasing dwell time and participation.

And by capturing these interactions as first-party behavioural data, the AOC gained insights which linked engagement directly to measurable outcomes.

The results underscored the impact, with the quiz achieving a 64% completion rate, with an average session of nearly two minutes, proving that gamification drives deeper audience engagement and richer behavioural intelligence.

What brands can do now with quizzes and polls in Amondo

For brands, this new integration captures behaviour at two complementary data points in one place by tracking traditional metrics like views, clicks, and dwell, while also surfacing explicit audience input such as responses and selections.

This gives brands the ability to compare performance more clearly against social galleries and campaigns; understand which formats drive participation and engagement; and identify what to amplify or scale next with stronger, actionable signals.

By connecting these behaviours to outcomes, brands move from guessing to knowing.

Summary

Amondo’s new quiz, questionnaire and live poll integration embeds gamified content alongside social, creator, and brand content in a single owned experience.

It encourages deliberate engagement, extending visitor time on site, driving commercial outcomes, and capturing first-party behavioural insights that are otherwise unavailable.

See how more brands are using Amondo’s Quizzes by reading our case studies.

Dr. Martens is a global footwear brand that, over six decades, has transformed into one of the most culturally relevant brands in the world.

Adopted by numerous subcultures over the years, the brand continues to surge, with its recent growth linked to its ability to recognise and leverage the growing importance of social media.

Paying tribute to the spirit and values of its wearers, the latest global brand campaign from Dr. Martens, “Tough As You”, focuses on stories of individual resilience.

Launching in AW19, the campaign first told the stories of four contributors overcoming adversity to become who they are today. SS20 saw the campaign evolve to feature the experiences of six further contributors, chosen for their commitment to empowerment and self-expression.

Asked “what does toughness mean to you?”, the stories revealed a common fight to overcome hardships while celebrating individual definitions of “toughness”.

The advent of the coronavirus pandemic soon brought forth a new question for AW20: What is “toughness” in 2020?

The wider Dr. Martens community was called upon to contribute their own experiences to this new phase of the campaign.

The challenge

The Dr. Martens team recognised that as content became increasingly short-lived on social platforms, they needed a way to activate those stories beyond social feeds and understand how audiences truly engaged with them.

To unify content, Dr. Martens needed a format that would allow these stories to not only be seen but also to be experienced by consumers in a single place on the Dr. Martens platform, acting as a central, first-party activation layer for the campaign.

This activation layer could then be used in outreach on the brand’s social channels, driving traffic to the Dr. Martens site, exposing audiences to campaign content and creating deeper engagement with the campaign.

The solution

Content activation and behavioural insight

Using the Amondo dashboard, the Dr. Martens global marketing team activated content from influencers and the wider Dr. Martens community into a structured, measurable brand experience.

By activating the campaign through a fixed-format Amondo Gallery, Dr. Martens was able to capture first-party interaction data on how audiences explored, engaged with, and moved between stories. All of which were behavioural insights which aren’t available through other social platforms.

“It’s fully-featured and really easy to use. Anyone can jump on and learn in 15 minutes.”
Harry Mason
Global Marketing, Dr. Martens

The “Tough As You” gallery activated the campaign through a powerful mixture of lo-fi video interviews and text-based content.

Clickthrough tiles

In addition, Dr. Martens’ team utilised Amondo’s Click-Through Tiles to link content interaction directly to relevant product pages elsewhere on the Dr. Martens site, allowing styles worn by contributors to be explored by viewers.

Social posts

To expose consumers to the “Tough as You” Gallery and invite the community to participate in the campaign experience, Dr. Martens used its social channels to link through to this and the submission page.

The results

“Our key objectives for the campaign were awareness and subsequent engagement. As a digital solution, the Gallery was the primary vehicle to achieve both of these things.”
Harry Mason
Global Marketing, Dr. Martens

Using Amondo, Dr. Martens was able to activate audience-contributed stories from across its community and bring them together into a single, unified setting.

The digital Gallery served as the primary activation layer of the “Tough As You” campaign, immersing viewers in the essence of the campaign and capturing the spirit of the Dr. Martens community.

The Gallery garnered impressive engagement, with an average of more than 90 interactions per submission and 300,000 impressions of the campaign content. The Gallery had 137% more page views than previous campaigns Dr. Martens had ran. Plus, this interaction data gave the team visibility into how audiences engaged with different stories, formats and contributors.

The Gallery’s Clickthrough Tiles generated a 3x higher click-through rate than industry benchmarks, despite their subtlety and lack of a direct call to action.

Beyond reach and engagement, the Gallery provided the Dr. Martens team with clarity on which stories drove deeper interaction, which contributors held attention, and how audiences navigated the experience.

By connecting content and real audience behaviour in one system, Amondo enabled Dr. Martens to move beyond awareness metrics and build intelligence on what types of stories and formats would perform in future brand campaigns.

You can explore more ways brands are using Amondo by exploring our case studies here.

The ABB FIA Formula E World Championship is the first all-electric international single-seater championship and the most competitive and unpredictable racing series on the planet.

Since its 2014 debut, Formula E has evolved into a global entertainment brand. Entering its seventh season with 12 world-class teams and 24 elite drivers, the Championship has become a platform for the cream of racing talent and leading car manufacturers to showcase cutting-edge electric vehicle technology.

Formula E had completed five races of the 2019/20 season before it was suspended due to the pandemic. To resume and conclude the season, Formula E put on the "Season 6 Finale": six races taking place in only nine days at Berlin's Tempelhof Airport Circuit.

The challenge

Resuming the season during the COVID-19 pandemic meant that Formula E had to adjust and come back with something a little different.

With fans unable to attend, delivering a compelling fan experience was a key challenge.

Formula E needed to keep a global fanbase engaged while the racing took place behind closed doors.

This included rethinking the Allianz E-Village — a race day experience that normally hosts up to 40,000 fans per day at each race — to deliver a digital equivalent that could still ensure value for the official insurance partner, Allianz.

Formula E felt that by simply relying on their social channels, they would risk failing to capture the "story" of the Season 6 Finale and needed something that could pull all of the activity together, as well as bring their fans together in unprecedented times.

The solution

Formula E activated structured, portable content formats across web, broadcast, and digital touchpoints using Amondo:

Race hub

A race-day Gallery was integrated into the Race Hub on the Formula E website for each of the six races, activating content from teams, drivers, and partners into a single, structured experience.

Fans could explore, interact, and respond to content in a unified first-party destination.

Amondo's Clickthrough Tiles allowed Formula E to connect fan interaction directly to participation features, partner activations and race reports, linking content engagement to measurable outcomes — and driving traffic to partner promotions and race reports elsewhere on the site.

"We've been able to use the race Gallery as a one-stop shop for all Formula E content — creating a simple user journey."
Emily Hirth
Digital Products, Formula E

Virtual Allianz E-Village

An additional Gallery replicated the Allianz E-Village experience digitally, allowing fans to share race-day moments from home while integrating partner messaging and driving promotion engagement.

"It's great that we can deliver something really valuable to our partners, with no additional time and effort required from them."
Emily Hirth
Digital Products, Formula E

Broadcast solution

Finally, Amondo enabled Formula E to showcase the best content from the Season 6 Finale through the worldwide broadcast.

A dedicated, branded broadcast activation powered by Amondo's Gallery format added a social dimension, allowing presenters to highlight and discuss content in real-time, while fans could participate and see their contributions featured within the broadcast experience.

The results

"It was a pleasure working with Amondo in our Season 6 Finale in Berlin. The team itself acted as an extension to Formula E throughout the whole operation. The product itself was a huge success, with the championship's ecosystem providing positive feedback across the board. It was great to be able to integrate our fans into the Formula E experience while racing behind closed doors. Using Amondo has helped increase traffic to the website and various other digital products with its simple user journey."
Emily Hirth
Digital Products, Formula E

Amondo's platform enabled rapid deployment across multiple race days, ensuring consistent audience activation and behavioural intelligence.

Galleries provided Formula E and its partners with first-party visibility into fan interactions with content, promotions, and activations.

Integrating these Galleries boosted interest and participation in partner promotions (with a click-through rate of 8.6% on partner promotions), extended fan session lengths to almost 2 minutes, and highlighted which activations drove deeper engagement.

Across the Season 6 Finale, Amondo captured key first-party behaviour, connecting engagement to measurable outcomes and providing clear intelligence on what content and activations delivered real value.

Discover more ways brands are using Amondo here.

On 21 June 2019, Foals played the first of two sold-out shows at London's Alexandra Palace, appearing to a 10,000-strong crowd touring the release of their fifth album, "Everything Not Saved Will Be Lost — Part 1".

Foals continued their reign as one of the UK's most beloved bands, and one with a live reputation that precedes them — Ally Pally was, of course, no exception (DIY Magazine; Clash).

But don't take our word for it - take a look for yourself:

Activating fan-contributed content to capture real audience behaviour

We've all been there, witnessing moments in live music that we feel compelled to capture and share.

But these snapshots are valuable. They create a stream of fan-contributed content, which provides a signal of what resonates most strongly among music buffs.

When activated effectively, this content becomes a powerful source of first-party behavioural intelligence, revealing what audiences choose to engage with and explore further — or ignore entirely.

A measurable window into live experience

Live music is one of the most visceral and memorable forms of engagement.

For those not present (or reliving the moment after the show) fan-contributed content provides a window not just into the experience itself, but into how audiences behave when emotion and attention are at their peak.

A single video might capture a highlight from the crowd, but its real value lies in what happens next.

Examples include how long people watch, what they interact with, and whether they choose to take further action — e.g., booking tickets for the next show.

Unfiltered behaviour, not polished performance

Fan-contributed content offers an unfiltered, first-person perspective, not only because it is more "authentic," but because it reflects how audiences naturally respond in real environments.

With a view from the crowd, it feels as though you're there yourself. And more than professional content, it allows the viewer to relate to and connect with the creator: "This is what the experience was like — see it from my perspective".

That lack of polish is valuable because it produces behavioural signals that are closer to reality. Audiences accept and engage with these imperfections because they mirror real experience, creating interaction patterns that reveal genuine interest rather than passive consumption.

An opportunity to understand what actually resonates

With a camera in every phone and a phone in every pocket, audiences continuously generate content that reflects what captures attention in the moment.

But the opportunity for brands isn't to collect more content, it's to understand how audiences interact with it.

Now more than ever, we're viewing experiences quite literally through the lens of others. Increasingly, experiences are discovered, revisited and evaluated through audience-shared moments, creating a measurable behavioural layer.

So what does this mean for brands?

Experience and emotion matter, of course, but what brands really need is clarity. Clarity on which moments capture attention, which formats sustain engagement, and which interactions influence what audiences do next.

Fan-contributed content is valuable to brands, rights holders and publishers, but less so in isolation.

Its value emerges when content is activated in consistent, portable branded formats that allow behaviour to be measured and compared over time.

Connecting content, behaviour and outcomes

By embedding fan-contributed content into branded formats — such as can be achieved with Amondo's Galleries — brands can observe how audiences respond in context, capturing first-party interaction data.

This behavioural insight connects content exposure to meaningful actions, giving brands clarity on what works, why it works, and what to amplify next.

If you're curious to see how this works in practise, check out our case studies here.

Active Sport is one of the UK's biggest and most vibrant mass participation agencies, specialising in the conception and delivery of running, cycling and triathlon events.

Among Active Sport's portfolio is "Adidas City Runs", a closed road running series in London that celebrates the city's most unique neighbourhoods, bringing both beginner and seasoned runners together for an unrivalled road running experience.

The challenge

Originally planned as a loop around the City of London, the Adidas City Runs one-hour race needed to be re-imagined in the wake of the COVID-19 pandemic.

With social distancing measures preventing the gathering of race entrants in a single location, the race transitioned to a "virtual participation" format, allowing runners to compete from their local areas and take on a new challenge.

Active Sport was seeking a way to engage its runners in the virtual event and a format that would make them feel part of the City Runs community.

The solution

Active Sport used Amondo to create a fan engagement Gallery within the Adidas City Runs 1 Hour website, capturing fan participation linked to race hashtags and City Runs activity.

Runners were encouraged to share race moments, expanding participation across a single, structured engagement layer.

This engagement layer connected runners to the City Runs community while delivering measurable engagement value for event sponsor Adidas.

The results

"What stood out about Amondo was how slick it looks. And it was so easy to use. Easy to put on the website, easy to add content. We were up and running in a matter of minutes."
Becky Brunt
Marketing Manager, Active Sport

The Gallery provided a scalable alternative to the traditional wrap-up video, capturing individual runner participation in a meaningful way that static recap content often cannot.

The interaction layer captured over 100 authentic, first-party runner participation moments and brought them together within a single engagement experience, with 23% of users engaging with the content further. Overall, people who visited the page hung around too, with the average session length hitting 1 minute and 17 seconds.

Active Sport felt the digital activation strengthened runners' sense of community while delivering additional, measurable engagement value for event sponsor Adidas.

To explore more ways brands are using Amondo, check out our case studies here.

On Friday, 12th June 2020, London became the first major fashion capital to stage a “virtual fashion week”, broadening involvement beyond the industry and into a global digital audience.

Rather than relying on static content delivery, the experience was designed to activate audience contribution at scale, allowing audiences to become part of the event, rather than just watch.

The British Fashion Council used Amondo to activate audience-generated content and gain clear visibility into how people engaged throughout Fashion Week. The experience brought together content from designers, creatives, brand partners, media, retailers, and cultural institutions, engaging audiences across the weekend.

This opened the door to a fashion show created entirely from community-generated content, marking a first in London Fashion Week history.

Supported by Amondo throughout the weekend, the experience ran smoothly, allowing the British Fashion Council team to focus on delivering the wider Fashion Week programme and landmark event.

You can explore the Digital LFW experience below:

And here’s a snapshot of the community-generated content activated during the #LFWCatwalkChallenge:

If you want to learn more ways brands are using Amondo, explore our case studies here.

Premier League football club Watford FC made it through to the final round of this year's FA Cup, battling it out against Manchester City in a historic match at Wembley Stadium on 18th May 2019.

To bring supporters closer to one of the club's biggest moments in recent years, Watford FC wanted to showcase the fan experience across its digital channels.

The challenge

For football fans, attending a live match is an unforgettable experience. The roar of the crowd, the excitement of the game, and the shared passion of supporters make every match day special.

Capturing this energy and emotion online is a challenge, but when done well, it allows fans everywhere to relive the thrill and feel connected to Watford FC, whether in the stadium or at home.

Watford FC could rely on its fans to capture their experiences, but it was searching for a way to bring all of this fan content together under one roof, ensuring every supporter's voice could be seen and celebrated.

The solution

The sights and sounds of Wembley were showcased through a combination of fan-curated content, alongside carefully integrated branded and sponsored material.

Through Amondo's managed service, the best content from each of these streams was curated into an "FA Cup Hub" Gallery, which was embedded on the Watford FC website, as well as shared through social media channels. Watford fans could relive the experience by scrolling through a feed of highlights and interacting with tiles for a closer look.

By encouraging fans to participate through social media channels, the Gallery brought supporters together around Watford's FA Cup run, encouraging content creation while seamlessly incorporating brand partners into the live experience.

The results

Despite losing heavily to Man City, fans displayed an unwavering, fierce pride in their team, refusing to let the defeat crush their spirits or those of the players.

The Gallery was a tribute to this loyalty, capturing the support of Watford's fans in one of the biggest matches in the club's history.

The FA Cup Hub Gallery boosted session length and interaction rate on the Watford FC website. They saw a three times increase in page session length, a 9% brand content interaction rate, and an average of 3.6 content clicks per view.

It's a great example of how to marry digital content with live events. Football is an emotional sport that attracts diehard fans like nothing else, and it's essential to maintain fan loyalty throughout the ups and downs of a team's journey.

Driving fan engagement online strengthens the connection between the club and supporters, while also creating meaningful opportunities for brand partners.

What can we learn from the FA Cup Hub campaign?

A few takeaways to apply to your own experiential marketing campaigns:

To see more ways football teams are using Amondo, check out our case studies here.