At the base of the fan pyramid, casual fans enjoy sports in a more relaxed manner. They may tune in to major events or support a team sporadically, without a significant emotional attachment. While casual fans may express some allegiance, their engagement level and tribalism are relatively low. They are less likely to be deeply involved in the team's community, have limited knowledge about players and strategies, and may not actively participate in discussions or events.

As fans progress up the fan pyramid, they transition into supporting fans. This stage represents a growing emotional investment in a team or athlete. Supporting fans follow their team more closely, attending games in person or watching games regularly. They begin to develop preferences for players, actively engage in conversations with fellow supporters, and may purchase team merchandise to display their affiliation. The tribal bond strengthens as supporting fans identify more closely with the team's successes and failures.

Engaged fans form a core group within the fan pyramid. They actively participate in the team's community, both online and offline. These fans have a deep knowledge of the team's history, players, and strategies. They attend games regularly, invest in season tickets, and actively contribute to discussions on social media platforms and fan forums. Engaged fans may organize watch parties, create fan art, or participate in fan-driven initiatives. Their tribalism is fueled by a strong sense of belonging and an immersive fan experience.

Super fans represent the pinnacle of tribalistic engagement in sports. They are the most dedicated and passionate supporters, often bordering on obsession. Super fans go to extraordinary lengths to showcase their loyalty, often becoming synonymous with the team itself. They are recognizable figures within the team's community, leading chants, organizing fan events, and even influencing team decisions through their collective voice. Super fans demonstrate unwavering support and embody the tribalistic essence of sports fandom, symbolizing the ultimate level of connection and belonging.

One of the primary means through which fans express their tribal identity and affiliation is by buying and wearing team merchandise. Jerseys, hats, scarves, and other items serve as visible symbols of loyalty and dedication. These purchases not only demonstrate allegiance but also strengthen tribal connections among fans. Sporting team merchandise becomes a tangible representation of the deep emotional bond that fans share with their teams. When fans wear their team's colors or display logos and insignia, they communicate their identity, forge connections with fellow fans, and create a sense of community that transcends geographical and cultural boundaries.

The advent of social media platforms has revolutionized the way fans engage with sports and express their tribal identity. These platforms provide an avenue for fans to connect, share experiences, and participate in discussions and debates surrounding their favorite teams. Sports organizations and brands have recognized the power of social media in fostering engagement, offering exclusive content, and encouraging fan participation. Social media has become a virtual gathering place for fans to celebrate victories, commiserate defeats, and engage in conversations with like-minded individuals from around the world. It has amplified tribalistic engagement in sports, allowing fans to connect on a global scale and further solidify their sense of community.

As technology continues to advance, new possibilities emerge for enhancing the fan experience and strengthening tribalistic engagement in sports. AR represents one such technological frontier that holds immense potential. AR offers fans a unique opportunity to interact with their favorite athletes and teams in more immersive and personalized ways.

First, AR brings a profound leap in realism by creating lifelike, photorealistic holograms of favorite athletes. These holograms are not mere cartoon avatars or static 2D images; they offer fans a true 3D experience, making it the next best thing to having their idols available in person. The realism of AR holograms allows fans to feel a deeper connection with their favorite athletes, creating a sense of presence and shared experience that transcends traditional boundaries.

Second, AR enables personalization by allowing fans to incorporate their name and likeness into the digital collectibles themselves. Just as an autographed jersey holds exponentially more value to a fan, personalized holograms that fans can show off to their friends take the athlete-fan connection to an entirely new level. This personalization enhances the sense of tribal identity and belonging, making fans feel even more connected to their teams and athletes. It enables fans to forge a unique bond with their favorite athletes and immerse themselves in a customized sports experience.

In summary, tribalism lies at the heart of deep fan engagement in sports, igniting passion, loyalty, and a profound sense of belonging among fans. The farther a fan moves up the fan pyramid, the more this tribalism impacts their buying decisions, as fans seek to express their allegiance through the purchase of team merchandise and the attendance of live events. New technologies, such as AR, unlock rich, more engaging, and more lucrative merchandising options that cater to the tribal passions of fans.

As we move into the future, organizations that embrace these new opportunities will prosper opening new revenue streams and migrating more and more of their fans up the pyramid. Those that move more slowly will be playing catch up.

- Bryan Lee, Popins Co-Founder