# Fandom Doesn't End When the Game Does

> Brands can build loyalty through sports fandom before and after games.
- Title: Fandom Doesn't End When the Game Does · Adweek | Shortify
- Summary: Brands can build loyalty through sports fandom before and after games. Burger King and Roku partner on college football to reach fans before games through…
- Keywords: fandom, roku, burger king, college football, sports marketing, phd, Doesn't, End, Game, Does, Adweek
- Source: Adweek — https://adweek.com/brand-marketing/fandom-doesnt-end-when-the-game-doesneither-should-the-marketing
- Author: Ashley R. Cummings
- Published: 2026-10-14T15:32:04+00:00
- Read time: 1 min
- Topics: fandom, roku, burger king, college football, sports marketing, phd
## Finding the right place in fandom
Brands connect with fans through existing interests like sports teams and podcasts.

> If you can find those sparks of authenticity within the program, team, or player and build around it, that’s magical for a brand
## Burger King's pre-game timing strategy
Reaching fans before kickoff when they decide what to order creates better engagement.

> For Burger King, a PHD client, timing creates another opportunity
## Authentic partnerships matter
Burger King partners with Roku's college football zone to reach fans naturally.

> College fandom goes far beyond the Saturday night games
## Data-driven fandom investments
Ad agencies use viewing and consumption data to build consumer profiles for better targeting.

> Advertisers are increasingly interested in identifying customers who will return
## Key takeaway

Burger King and Roku partner on college football to reach fans before games through authentic connections.