The New Era of Fan Experience: More Than Just the Main Event
Every successful brand knows that their most valuable asset isn’t just the product it sells… it’s the passionate individuals who champion them. These “superfans” are the driving force behind the evolution of live entertainment.
This focus on the "superfan" is crucial. They’re not just attendees — they’re advocates, content creators and the heartbeat of any artist, team or franchise. These are the individuals who buy every piece of merchandise, attend every pop-up and spark conversations online. And they’re more valuable than ever.
Within the music space alone, Goldman Sachs estimates that superfans could generate up to an additional $4.3B in revenue by 2026 and $6.6B by 2035. By nurturing these relationships through post-event marketing and personalized offers, organizations can build lasting loyalty.
So, how do you nurture these relationships? It’s all about the fan experience. Below we look at some recent examples of this done well — and what you can steal for your own brand.
Beyond the Ticket: Creating Immersive Events for the Superfan
Across sports and music, pop-up fan events and multi-day festivals are becoming the new standard, offering fans more opportunities to connect and celebrate.
Major League Sports Set the Bar
In the world of sports, weekend-long events surrounding All-Star games for leagues like the MLB and NBA are a prime example. These multi-day festivals give fans access to exclusive events, meet-and-greets and other activities that celebrate the sport.
Take the 95th Major League Baseball All-Star Game in Atlanta in 2025. The festivities spanned five full days dedicated to interactive fan experiences, autograph sessions, games, a celebrity softball match and the iconic Home Run Derby. While the actual game took place on a Tuesday, an estimated 60,000 to 70,000 fans attended the weekend events, showing the immense draw of these supplementary activities.
Fanatics has also redefined the fan experience with its "Fanatics Fest," a three-day convention for superfans. The 2025 event drew 125,000 attendees with its mix of immersive events, meet-and-greets, exclusive merchandise and live sporting competitions, creating an interactive way for fans to build deeper connections with teams and players. This year boasted appearances from Lebron James, Tom Brady, Kevin Durant, Derek Jeter, JuJu Watkins, Jay-Z, Travis Scott, Kevin Hart, along with additional representation from the NFL, NBA, MLB, WNBA, WWE, UFC and many more.
Music Artists Create Immersive Worlds
Musicians are also embracing this trend by hosting pop-up events the day of or before a large concert.
For instance, artist Bad Bunny launched “Seguimo’ Aquí: the Experience by Vibee” in San Juan, Puerto Rico, ahead of his concerts. This companion experience, created with Live Nation, included themed buildings, a garden, a 360-degree cave installation and a speakeasy — all accessible with a separate ticket. The event not only gave fans an extended experience but also allowed them to go on an immersive journey celebrating Bad Bunny’s Puerto Rican heritage through various installations.
Similarly, K-Pop sensation Blackpink opened pop-up shops across North America during their most recent DEADLINE tour. Each shop featured unique photo opportunities, interactive experiences and exclusive merchandise. In Los Angeles, the musical group even collaborated with the Lakers and Dodgers for unique local apparel, showing a keen understanding of their audience.
Lessons You Can Steal for Your Brand
So, how can you replicate this success and create events that resonate deeply with fans? It's all about building a multi-dimensional experience that starts before the main event and continues long after.
- Pre-Event Hype: Build anticipation with exclusive previews, interactive polls or limited-edition merchandise drops.
- Multi-Day Experiences: Extend the event with supplementary activities like meet-and-greets, fan zones or themed pop-ups.
- Local Collaborations: Partner with local brands or teams to create unique, location-specific offerings that resonate with fans.
Technology Enhancing the In-Person Experience
New technologies are transforming what it means to be at a live event. From AI-powered predictions to streamlined venue apps, tech is making the fan experience more interactive and convenient.
Inside the MLB All-Star Game, Google Cloud and MLB's Statcast collaborated on an AI tool that estimated where home runs might land. This data was displayed on the jumbotron, alerting fans in specific sections that they might be in the hot zone for a souvenir ball.
Venues are also using dedicated mobile apps to improve the fan journey. The Hollywood Bowl in Los Angeles has an app that allows attendees to buy tickets, place food and merchandise orders to avoid lines and watch behind-the-scenes videos. This app streamlines everything, making the experience smoother for everyone.
Perhaps the most integrated example is Disney's MagicBand. This wearable device acts as a park ticket, a Disney Resort room key, a payment method and an interactive element that lights up and syncs with various live shows and parades across their properties.
Lessons You Can Steal for Your Brand
In today’s competitive landscape, enhancing the in-person experience is key to building deeper connections with customers and creating memorable moments.
- AI Integration: Follow the MLB’s lead and consider leveraging AI-native tools to create engaging, real-time experiences, like predicting outcomes or showcasing dynamic content.
- Simplified User Experience: By streamlining services through apps, like the Hollywood Bowl, brands can enhance convenience and create a seamless customer journey.
- Innovative Wearables: Integrating wearable technology like Disney's MagicBand can provide a unified experience, combining payments, access and interactive features to deepen customer engagement.
New Ways to Consume Live Events
The fan experience is no longer limited to those who are physically present. Technology has opened up new avenues for fans to engage with live events from anywhere in the world.
The Rise of Livestreaming
Streaming live concerts has become increasingly popular. Platforms like VEEPS, owned by Live Nation, allow fans to purchase a ticket to watch a concert in real time. Amazon Video has also entered this space, streaming major festivals, while YouTube has made Coachella's live broadcast an annual global event.
Gaming platforms have also become virtual venues. Fortnite has hosted massive in-game concerts with animated versions of artists like Travis Scott, Metallica and Lady Gaga, drawing millions of viewers into a shared digital space.
Redefining the Venue
Some venues are designed from the ground up to be immersive experiences. The Sphere in Las Vegas is a prime example, using its massive LED screen and advanced sound and sensory systems to create experiences that transcend a typical concert. Its recent remaster of the 1939 classic The Wizard of Oz included 750-horsepower fans to simulate the tornado scene, setting a new standard for immersive film. Incredibly, the 85-year-old film is projected to generate nearly $1 billion in its arena run.
Another company making waves is Cosm. Cosm is redefining the fan experience with its state-of-the-art entertainment venues in Inglewood and Dallas, offering a revolutionary way to enjoy live events. At the heart of these venues is their massive 87 ft 8K LED dome screen, an engineering marvel that immerses guests in the action with stunning clarity and scale. These domes replicate the energy and atmosphere of a live stadium, allowing fans to feel as though they are sitting "courtside" or right at the heart of the action, all from the comfort of Cosm’s venue.
Even traditional cinemas are becoming more interactive. Sing-along experiences for films like Wicked and KPop Demon Hunters as well as the theatrical release of Taylor Swift's concert movie have proven to be huge draws, turning a passive viewing into an active, communal celebration.
Lessons You Can Steal for Your Brand
Similarly to how superfans seek out their passions, its important you find your superfans wherever they are.
- Immersive Tech: Invest in AR/VR experiences that allow fans to step into the world of their favorite artists or teams.
- Hybrid Models: Combine physical and digital elements to reach fans wherever they are, such as interactive livestreams or virtual meet-and-greets.
- Personalization: Use data-driven insights to deliver tailored fan experiences, from curated content to custom merchandise recommendations.
The Power of the Superfan
Technology is revolutionizing the relationship between fans and the artists or teams they love, fostering deeper connections and turning casual supporters into devoted superfans. New experiences allow fans to engage with their favorite creators and athletes in real-time, breaking down barriers and creating a sense of intimacy. This seamless integration of tech and fandom is transforming passion into lifelong loyalty.
You need a trusted partner like EPAM to ensure that you have the latest voice of the customer and a tech stack structured in a composable and scalable way that allows you to adjust to changing fan consumption and sentiment. Ultimately, you need to be ready to serve the superfan?
