Fan-led wins

For Sports Brands That Want Fans To Create For You (On Purpose)

Fan-Led Wins is a practical UGC playbook for sports marketing - built for the reality that sport runs on emotion, and emotion makes people post.

49 pages

What’s inside

• A clear definition of UGC in sport (and why it’s really belonging + proof)

• The psychology behind why fans create - and how to channel behaviour that already exists

• The key UGC types in sport - Moment, Performance, Reaction, Proof, Craft, Participation — and what each is best used for

• Proven ways to encourage UGC without cheapening your brand (challenges, templates, ambassadors, hashtags, community rituals)

• A clean workflow for doing UGC properly: collect → organise → permission → moderate → publish

• How to use UGC across your full marketing system (not just Stories): website, organic social, paid ads, email/CRM, in-venue

• Practical templates you can copy/paste (permission DM, moderation checklist, UGC campaign brief, content matrix)

Who is it for

• Sports brands that want UGC to drive awareness + conversion, not random reposts

• Teams who need a repeatable structure: prompts, formats, permissions, moderation, distribution
  

• Marketing leads who want UGC that feels premium, controlled, and on-brand