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How can you make the most out of second club fandom?

Resources • MAY 2025

80% of sports fans follow more than one club and spend on average €200 per year on their teams. Are you doing all you can to unlock this commercial potential?

Our latest report ‘The rise of the Second Club Fan’ digs into the current state of play, looks at the drivers of second club fandom and details some of the ways in which you can compete globally in this lucrative market.

If you want to understand the difference between your ‘fanatics’ and ‘FOMO followers’, the nuances of global marketsand the levers of fandom that you can use to grow and monetise your fanbase, download the report today.

In focus at mtm

The UX of Bergerac

Why surface-level personas are costing you users (and how to fix it)

Basic demographic personas miss what drives user behaviour. MTM explains how Activity Theory helps UX teams build deeper, decision-ready personas.

Basic demographic personas miss what drives user behaviour. MTM explains how Activity Theory helps UX teams build deeper, decision-ready personas.

Personas: Dead, Alive… or Evolving?

MTM's UX research team reflects on their MRS User Research Conference workshop, sharing five rules for building personas that genuinely drive decisions.

MTM's UX research team reflects on their MRS User Research Conference workshop, sharing five rules for building personas that genuinely drive decisions.

What to Watch - The role of prominence in viewer choices

MTM's latest white paper explains why great content alone no longer wins viewers, and why prominence on streaming platforms is becoming decisive.

MTM's latest white paper explains why great content alone no longer wins viewers, and why prominence on streaming platforms is becoming decisive.

How can you make the most out of second club fandom?

80% of sports fans follow more than one club, spending around €200 a year on their teams. MTM's report shows how to unlock second club fandom's potential.

80% of sports fans follow more than one club, spending around €200 a year on their teams. MTM's report shows how to unlock second club fandom's potential.

Generation Algorithm: How to win the audiences that grew up inside the algorithmic media system

MTM's new white paper reveals how audiences are reclaiming control of algorithm-driven feeds, and what this means for platforms and brands competing for attention.

MTM's new white paper reveals how audiences are reclaiming control of algorithm-driven feeds, and what this means for platforms and brands competing for attention.

Snapshot Vol. 13: Gen Z finally sees the light on Millennials…

MTM's Trends Snapshot looks at Gen Z's new appreciation for millennials, Alex Cooper's move into reality TV, and why baby-tech is booming among young parents.

MTM's Trends Snapshot looks at Gen Z's new appreciation for millennials, Alex Cooper's move into reality TV, and why baby-tech is booming among young parents.

Snapshot Vol.14: Live music, fictional gossip and Gen Z emotional bonds with AI

MTM's Trends Snapshot explores immersive live music, a fictional TikTok group chat feeding our love of gossip, and Gen Z forming bonds with AI companions.

MTM's Trends Snapshot explores immersive live music, a fictional TikTok group chat feeding our love of gossip, and Gen Z forming bonds with AI companions.

Trends Snapshot Vol.15: Get your own personalised expert…

This month's MTM Trends Snapshot covers the rise of self-styled 'fake experts', AI transparency labels on music platforms, and Gen Alpha's TikTok obsessions.

This month's MTM Trends Snapshot covers the rise of self-styled 'fake experts', AI transparency labels on music platforms, and Gen Alpha's TikTok obsessions.

The empathy gap: are brands listening?

Remote research tools can create distance from real customers. MTM explains this empathy gap and shares practical ways to reconnect with customers.

Remote research tools can create distance from real customers. MTM explains this empathy gap and shares practical ways to reconnect with customers.

MTM’s 3 Reasons research reveals how the BBC sees the future of television as digital and inclusive

A new BBC and Everyone TV report, with insights from MTM's 3 Reasons, forecasts 2029 as the tipping point for all-IP television in the UK.

A new BBC and Everyone TV report, with insights from MTM's 3 Reasons, forecasts 2029 as the tipping point for all-IP television in the UK.

Trends Snapshot Vol.16: What are the 3 golden ages of nostalgia?

MTM's latest Trends Snapshot explores why audiences crave nostalgia, from The Paper to Nike's Why Do It, and the three golden ages driving demand for the past.

MTM's latest Trends Snapshot explores why audiences crave nostalgia, from The Paper to Nike's Why Do It, and the three golden ages driving demand for the past.

Cultural Insights and Trends

Trends Snapshot Rewind

MTM looks back at the trends spotlighted in 2025's Trends Snapshots, from AI transparency in music to curated communities, and how each has played out.

MTM looks back at the trends spotlighted in 2025's Trends Snapshots, from AI transparency in music to curated communities, and how each has played out.

The Luxury of Less: What media brands need to know about choice deprivation

Audiences are deliberately narrowing their choices, from iPods to curated streaming. MTM explores what 'choice deprivation' means for media brands.

Audiences are deliberately narrowing their choices, from iPods to curated streaming. MTM explores what 'choice deprivation' means for media brands.

Commercial Strategy

The art of being essential: why nailing the basics is the secret to brand growth

Cultural tensions of 2026

MTM identifies the cultural tensions set to shape media and entertainment in 2026, from legacy vs challenger voices to the rise of micro-dramas.

MTM identifies the cultural tensions set to shape media and entertainment in 2026, from legacy vs challenger voices to the rise of micro-dramas.

The brand strategy playbook needs rewriting. AI just changed the rules.

AI is shrinking brand influence one moment at a time

Brave Bison acquires MTM to form new insights and consultancy division

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