America is in the midst of a sports renaissance. The countdown to the FIFA World Cup and the Olympics is on, traditional powerhouses like the NFL, NBA, and College Football are broadening their reach and deepening fan engagement, women’s sports are skyrocketing, and emerging technologies are reimagining how we consume sports entertainment.

But we’re not here just to talk about sports. We’re here to talk about what moves people. The force that pulls strangers into stadiums, turns players into icons, and transforms moments into movements.

Read on to uncover the emotional engine behind it all: FANDOM and how its immense power is not only rewiring how we live, connect, and belong but how we create better stories and better experiences for all.

This story is part of our monthly series, where we dive into neuroscience topics and apply them to real-world experiences. Stay tuned for next month’s drop!