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  "description": "From relegation scraps to exploding phones, the strongest fandoms aren’t built on wins but on identity, belonging and a story people are proud to stay part of. ",
  "path": "/when-results-dont-matter-what-fandom-teaches-brands-about-loyalty/",
  "publishedAt": "2026-03-17T16:52:01.000Z",
  "site": "https://www.thesubthread.com",
  "tags": [
    "Subscribe now"
  ],
  "textContent": "If you’re a football fan, it’s hard to escape the heated battle for survival at the bottom of the Premier League table this season. Nottingham Forest, West Ham United, and, most surprisingly, Tottenham Hotspur, three teams you’d have been shocked to see struggling, are all circling the drain.\n\nPoor form, and the looming threat of relegation as your beloved team plummets down the table, can be devastating for fans. That pain was on brutal display during Tottenham’s 5–2 thrashing by Atletico Madrid recently.\n\nOf course, as rival fans, it’s easy to point and laugh at Spurs. But something struck me during last week’s game.\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "When Results Don’t Matter: What Fandom Teaches Brands About Loyalty",
  "updatedAt": "2026-04-21T11:12:24.201Z"
}