Passion & Connection: Technology and the emerging power of fans

Fan devotion runs deep — from Buffalo Bills tailgates to the Haka before an All Blacks match — reflecting a tribal instinct for belonging that's as old as human culture itself.

Fans finding their power

That collective identity increasingly translates into real influence. When a group of club owners announced a breakaway European Super League in 2021, fan backlash killed the plan within 72 hours — a clear demonstration that, in a connected world, fans can organise and act far faster than in the past.

What comes next: fan ownership

Blockchain-based Decentralised Autonomous Organisations (DAOs) point to an even bigger shift — letting fans collectively own and vote on decisions for a team, rather than just influencing them from the outside. Early examples include SailGP's DAO-owned sailing team and the BuyTheBroncos DAO's attempt to crowdfund an NFL franchise purchase, though for now these remain largely limited to accredited investors rather than the average fan.

Whether or not fan ownership goes fully mainstream, the balance of power between clubs and supporters has clearly shifted.