For more sports-inspired brand ideas, check out the report on our Sport-Curious trend, all about tapping into sports-adjacent interests to reach new fans.

Intuit Dome, the new state-of-the-art home of the Los Angeles Clippers, is setting a new fan experience benchmark in sports. From the largest double-sided video board in any arena to the meticulously designed “Wall” boasting 51 uninterrupted rows of dedicated fan seating behind one of the baskets, the venue is a love letter to Clippers’ supporters. And a compelling invitation for new supporters to join. The Dome’s features, like abundant restrooms, frictionless concessions, and even high-tech t-shirt cannons, are all designed to prioritize the fans, making them feel valued and celebrated. Tech billionaire and team owner, Steve Ballmer, built the area so fans could spend more time in their seats enjoying the game and less time waiting in lines.

This approach provides an important lesson for brands: building true fandom isn’t just about delivering a product or service. It’s about creating a customer-centric experience that inspires loyalty, encourages emotional investment, and earns advocacy. Not just because it’s the right thing to do, but because it’s potentially more profitable. Over three-fourths (78%) of people say they’re more likely to purchase from brands whose values are similar to their own.*

Too often, brands focus on transactional relationships instead of cultivating deeper connections. They aim for customer satisfaction, but not necessarily devotion. Here’s where they can take inspiration from this new dream-like arena:

1. Build Dedicated Spaces for Connection: Like Intuit Dome’s “Wall” for die-hard fans, brands can create exclusive platforms or programs for their most loyal customers. VIP clubs, early-access perks, or interactive communities can turn customers into advocates who feel they are part of something bigger.
2. Prioritize Frictionless Experiences: Intuit Dome’s AI-driven concessions and biometric entry minimize hassle, allowing fans to focus on the game. Brands can take this cue by streamlining customer interactions, whether through simplified checkout processes, personalized recommendations, or accessible customer support.
3. Celebrate Customers in Unique Ways: The Dome’s t-shirt cannons bring joy to fans by turning a simple giveaway into a memorable moment. Similarly, brands can surprise and delight their customers with personalized touches or unexpected rewards.
4. Design for Emotional Resonance: Every feature of the Intuit Dome is crafted to deepen the connection between the team and its fans. Brands should think beyond functional benefits to foster emotional engagement through shared values, storytelling, and meaningful interactions.
5. Invest in Long-Term Loyalty, Not Short-Term Sales: Just as the Clippers are investing in their fanbase with an unparalleled arena experience, brands should think long-term about building relationships. Loyalty programs, tailored content, and exclusive events can create a sense of belonging that transcends mere transactions.
6. The Steve Ballmer Effect: Steve Ballmer, the Clippers’ energetic owner, exemplifies how leaders can inspire fandom. His visible courtside passion signals that the Clippers are more than a business – they’re a community. Brand leaders who embody fandom signal that the brand is worth rooting for, not just buying from.

Intuit Dome isn’t just a sports arena; it’s a masterclass in how to earn and nurture fandom. By adopting a fan-first mindset, brands in any industry can transform their customers into passionate, loyal advocates who feel seen, valued, and excited to stay connected. If the Clippers can do it, why not your brand?

For more sports-inspired brand ideas, check out the report on our Sport-Curious trend, all about tapping into sports-adjacent interests to reach new fans.

*Source: Horizon Media, Finger on the Pulse fielded 5/2/2024 – 5/16/2024, n=2,300