The Business of Fandom

On this episode of Between the Hedges of the South, host Zane Brookshire sits down with Grant Prather, a junior Mass and Sports Communications major at Piedmont University. We both dive into The Business of Fandom, exploring how podcasts influence consumer behavior, how NIL is reshaping athlete branding, and why merchandise has become a powerful driver of loyalty in today’s sports culture.

What is Between the Hedges of the South?

Between the Hedges of the South explores the culture, identity, and community that make Southern football more than just a game. Through interviews, storytelling, and reflection, host Zane Brookshire digs into the voices, traditions, and experiences that shape the sport across the region.