Football fandom is a marketing powerhouse, and brands that understand football fan behavior can turn game-day attention into measurable growth.  

In Football Fandom: Fan Behavior and Preferences, Alliant’s research team digs into who football fans are, how they engage with the sport, and what preferences shape their choices—from viewing habits to the ways fandom shows up in everyday life. The goal: help marketers move beyond broad “sports fan” targeting and toward smarter segmentation rooted in real football fan behaviors.  

Download the full report to unlock our findings and put a data-backed football fan strategy to work.