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Nielsen's The Round Out tells the developing story of the most significant expansion of sports fandom in a generation and what it means for the brands trying to win over a new wave of fans. Hosted by insights experts Brian Fuhrer and Julie DeTraglia, the podcast pairs decades of media measurement expertise with the cultural fluency to make the numbers mean something. Brian and Julie don't just read the data they round it out, putting every figure in the context of the fans, stories, and shifts reshaping American sports. As FIFA's official media intelligence supplier, Nielsen brings unparalleled insight to the 2026 World Cup and beyond, covering the sports, stories, and communities driving fandom's next chapter. Tune in to hear who the new fans are, what they care about, and how brands can earn their loyalty.
Brian Fuhrer: So far on The Round Up,
we've focused on the more traditional
aspects of sports and media, specifically
which sport attracts the most viewing
and the strategies media companies use
to program the events and also help
advertisers connect with their audiences.
Today, we're gonna take a look
at sports from a different
perspective, merchandise and fandom.
Julie DeTraglia: According to Nielsen
data, in the past year, roughly
a third of American adults, about
91 million people, bought a piece
of team gear with a logo on it.
Brian Fuhrer: The NFL alone accounts
for close to 40 million of those
buyers, more than the NBA, the NHL,
Major League Soccer, professional
wrestling, and stock car racing combined.
Julie DeTraglia: And almost half of
those NFL merch buyers are women.
That's nearly 18 million women, a
bigger group than the entire base of
the NBA, the NHL, and MLS put together.
Brian Fuhrer: And nobody better to
help us understand this facet of
the business than our guest today.
I'm Bryan Fuhrer, SVP of Product Strategy
and Thought Leadership at Nielsen,
where I help clients understand consumer
media behavior and how it's evolving.
Julie DeTraglia: And I'm Julie
Detrallia, Nielsen's Head of
Content and Strategic Insights.
My job here is to turn Nielsen's
data into business impact.
Brian Fuhrer: Welcome to Nielsen's
The Round Up, sports from a
media and audience perspective.
Julie DeTraglia: We call it
The Round Up because that's
exactly what we're here to do.
We take the numbers that Nielsen sees
every day and round them out with the
cultural and business context that
tells you exactly what they mean.
Jeremi Gorman: Thank you
so much for having me.
I'm Jeremy Gorman.
I'm a senior advisor at Fanatics
Advertising, where I most recently
served as the chief revenue officer.
Uh, prior to which I was the president
of advertising at Netflix and served,
uh, alongside a lot of fantastic leaders
in the early days of Amazon advertising.
And in between there, I was the
chief business officer of Snap.
I've been doing this way too long to
go through the whole thing because
people have things to do, but, uh,
26 years, and those are the big ones.
Brian Fuhrer: Well, that's great,
and welcome to the Roundout.
We're really excited for you to be
here, and, uh, y- I, I know I've kind of
followed your career, uh, through a, a
number of those companies, and it's, it's
great to be able to sit down and kind
of chat through what's happening now.
So I'm gonna start with, um, you know,
a little bit of what the sports fan
actually looks like in 2026, and, and
the reason I'm gonna start there is
Fanatics sees a sports fan from an
angle almost nobody else has, what they
buy, what they collect, which teams
and athletes they follow all year.
It's, it's not just on game day.
So when you pull all that together,
how has your picture of the modern
sports fan changed from the one the
industry still tends to sell to brands,
uh, from a merchandising perspective?
Jeremi Gorman: Yeah, great question.
Uh, it's been really interesting.
I've been here about two years now, and
I'll say that my opinion has changed
vastly based on that treasure trove
of data that you're talking about.
I think when we used to think about
the sports fan, we industry used
to think about the sports fan,
it would be very city-forward or
team-forward or these kinds of things.
So it would be, you know, "Oh, I am
from Los Angeles, therefore I must
like the Dodgers," and/or the Angels
or the Lakers or whatever it is.
Um, and I think that was kind of the
default position of everywhere, so
people would sponsor individual teams or
individual stadiums to reach those fans.
And what I've learned is that, one,
there are far more sports fans broadly
than people who just watch the NFL, and
I think that can get lost a little bit.
Uh, secondly, there are a
lot more women watching all
sports, not just women's sports.
And then beyond that, that it's really
become very athlete-forward, and a lot of
that is a byproduct of the personalities
that we are seeing, that people have
the ability to connect with their fans
one-on-one, that people can follow
them from city to city to team to team.
Uh, and that has its upsides.
It also has its downsides.
So I think when you look at- Paying
attention to just being athlete forward,
and then also I think that a lot of brands
have thought of kind of single sport,
and I know that that's also a byproduct
of exclusive rights, but it's, "Okay,
I sponsor the NFL," or, "I sponsor the
MLB," or, "I sponsor the NL- the NBA."
And the reality is is sports ba-
fans are sports fans, and they like
the spectacle, and they like the
engagement, and they like the athletes.
And, um, so I think just seeing that
kind of like cross-pollination of people
a- all across the country and even
and, and the world looking at multiple
sports, not just in their own city, is
something that I've found fascinating.
Julie DeTraglia: So sports is one of
the only places in all of consumer
life where people stay loyal to a
brand, their team, or an athlete for
their entire lives no matter how badly
they may perform, and I say this from
a household of Mets and Jets fans.
Oh.
So I know that, that feeling quite well.
Yeah, it's hard.
Yeah.
Um, so fr- from an advertising standpoint,
you know, that unconditional loyalty
probably pays dividends, you know, in
terms of what that means for a brand
that it simply can't do any place else.
Can you speak a little bit to that?
Jeremi Gorman: Yeah.
Um, you know, loyalty obviously to a
team or an athlete is ideally the same
thing as loyalty to a particular brand.
So if I take my own experience is,
like, I am g- I am a diehard Rams fan.
I'm born and raised here.
We had a little 25-year breakup,
but they came back to me,
which I really appreciate.
But I am also the person who will only eat
or, or will only use, um, Heinz mustard.
Like, don't give me another choice.
I don't want it, I don't
need it, like, or wherever.
And I think, and I will only use
Venus razors and that kind of thing.
And so I think when you can type,
put those two things together to
say, like, what makes somebody
loyal, it really is not, well, unless
you're a Mets and Jets fan, um, it's
like being consistent over time.
So even if your team loses or maybe
a competitor comes into your space or
whatever it is, is like tapping into
that thing that makes somebody a loyalist
i- at the outset continues to matter.
So the Mets, in your instance, continue
to draft Whether it works or not,
but continue to draft high caliber
players, put money into the team,
give you hopes and dreams that may
or may not be realized, but someday,
just look at the Knicks, it's doable.
Um, I think brands too must iterate
over time even when, but still stay
loyal and core to who they are, even
when new competitors or new fads or
new trends come into the marketplace.
You know, we've all lived through the
like, "Don't eat sugar, don't eat carbs.
Wait, do eat carbs.
Wait, don't eat protein.
Do eat protein.
Eat only protein." So like if you're
a food brand, how do you stay in that
kind of mess era, for lack of better
terms, to say, "This is my base.
This is who I am.
I care about my loyalists, and
I can be iterative, but not
wipe the whole slate clean."
Julie DeTraglia: There's been some changes
at Fanatics in that you're moving from
sort of what's been traditionally a
commerce platform into a media business,
you know, launching a video network, a
studio, moving into CTV and streaming.
Can you walk us through a brand
partnership that sort of leveraged
all of the bits and pieces that you
have, and you know, h- why it worked?
Jeremi Gorman: Yeah.
We, um, so it's been about a
year and a half since we launched
Fanatics advertising in earnest.
There was a prior iteration thereof,
but it was a little bit more like
you would expect a traditional sports
advertiser to work, uh, with a sports
brand, which was much more like, uh,
kind of outfield banners, but give or
take across each of the properties.
And what we realized is that that data
set upon which we sit is actually our
most valued commodity, and we do, we have,
to your point, we have, we own tops, we
own lids, we have a merchandising store.
Uh, we have 900 teams and leagues.
We work with a litany of colleges.
We have a collectibles.
We have a gaming, et cetera.
So it is who is x person as a sports fan,
and how do I reach them where they are?
And so when I look at our biggest
partnerships that we've done, um, I'll
use American Express as an example.
That one is publicly, uh,
announced, so it's super exciting.
But we worked across, also across
all of American Express, where we're
launching a co-branded credit card
in association with American Express.
They were a key sponsor of Fanatics
Fest, um, where we had, you know,
200,000 fans come through to Abbott
Center just a couple weeks ago, which
is probably why I still sound hoarse.
It was, it was long.
Uh, but it was awesome.
It was amazing to see the fans engage.
Um, they're running media across
our network, both on-site and
off-site, so we've aggregated a lot
of inventory across, to your point,
CTV, uh, across sports moments.
So if you think about, this is not
American Express, but if you think
of a Dunkin' Donuts and they can sh-
show up any time there's content about
a dunk, uh, across any sports site
tailored to the specific person and
the fan that they're a fan of, the
team that they're a fan of in the NBA.
Um, we can do all that as well.
And then, um, have done a lot of really
great social extensions as well, um,
not only with American Express, but
with a lot of different companies.
So UPS, for instance, worked, um,
with us on a program after the Super
Bowl where they had the stars of the
Super Bowl-winning team delivering f-
their Fanatics Super Bowl championship
merchandise in a UPS truck, and
it was surprise and delight for
the fan, um, to get to see their
hero delivering their merchandise.
And so we've just built up this massive
portfolio, um, of social performance,
media, video, and then of course, we have
the key moments like Draft Day and World
Series, and all those kinds of things
where we own the, or we run the sites
like NFL Shop, NBA Store, et cetera.
Um, and that's where you just
want to be big, bold, and present.
I kind of think of that as like the Yahoo
homepage of yore, where on Draft Day you
want to be on NFL Shop, because that's
where people are getting their stuff.
Julie DeTraglia: It's really amazing.
So many opportunities
for, for brands there.
I want to do a quick pivot.
You mentioned women's sports
and women sports fans.
Uh, we know, we see in all of
our data that both of those
things are, are growing.
You saw that early, personally, um,
as an investor, uh, having been one
of the f- I think a founding investor
in Angel City, uh, Football in LA.
Can you talk a little bit about, you know,
what, what drew you to that, and, um, you
know, what signals told you that this was
like a real thing that's been growing?
It's a very successful team.
Jeremi Gorman: Yeah, it, it is.
It's an crazy successful team.
I think it was just rated the third
most valuable franchise in the world,
at which point, uh, women's franchise
in the world, at which point … There
was a point in which it was number one.
So it's actually awesome to see your
Gothams and your Valkyries and your
Liberties and these kinds of things,
because it means it's not just one
person, and not just one sport.
So there's a, both a per- personal angle
to that, and a professional angle to that.
Uh, the personal angle is that
I played soccer my whole life.
I had some opportunities to play in
college, and then got into UCLA for
academics, but not to play soccer.
And they were the number one team
in the nation, so, um, that was, you
know, could walk on and that was fine.
But, uh, but I wasn't
recruited to play at UCLA.
And I was 17 years old, and I was
sitting at my house, and my whole
identity was being a soccer player.
And I realized, like talking to my
parents, that there was no reason to
not choose UCLA, this extraordinary
academic institution, even if it
me- my soccer career was over,
because there was nothing after it.
Like, literally nothing.
There was a national team.
I'm a little younger than
Mia Hamm, et cetera, but like
that was the national team.
And so what was the point of me choosing a
different college that didn't give me the
most academic path forward, just to play
a sport that had no conclusion for me.
Or no hope of a conclusion, I should say.
And- For whatever reason, and, and Julie
and I have worked together so she knows
this, I'm both open-minded and stubborn
at the same time, but like 17-year-old
me was like, "This sucks. I don't
want anybody else to have to make this
choice, and why is it fair that boys get
to at least hope and dream to go play
professional something and I can't?"
And that just stood with me in the back
of my head, and when the opportunity
came up to invest in Angel City,
the league had already folded twice.
I wasn't sure it was the best financial
decision but had seen this wave of
female sports fandom through things
like World Cup and other, like … And
when you watch things like ice skating
and tennis, you can see that there is
actually not a differentiation when
it's done similarly and correctly.
Um, so it wasn't 100% positive it would
be the smartest financial decision.
It turned out to be a great one.
Um, so it was actually a little bit
more personal than professional, but,
um, once I got into it and realized
how many people were just yearning for
this kind of environment in particular,
which it's family-friendly, dads
bring their sons without their…
It's not about… It is about women's
sports, but it's just about sports.
And my next, you know, North Star in this,
and I also sit on the board of the company
that owns the Portland, Portland Thorns,
is that people stop saying, "I'm going
to a women's soccer game," and they start
saying, "I'm going to an Angel City game.
I'm going to a Thorns game.
I'm going to a Liberty game." I
think that's starting to happen,
um, especially in those big cities
with those well-branded teams.
Uh, so it's something that I will
continue to invest my time and
money in for as long as it takes.
Um, again, not just the stubbornness,
but at this point it's just a
very good financial decision.
Um, so every, you know, Angel
City sold, um, this is all public
information, so I'm not telling like
weird stories, but Angel City sold.
Uh, I sold my, the profit but kept my
initial investment in, and I'm going to
continue and have continued to invest in
women's sports with that profit and will
roll it forward for the rest of my life.
Brian Fuhrer: So inertia is really big
in the media business, and, and people
a lot of times don't make changes
maybe as rapidly as they should.
And when a brand, for example, is
skeptical about investing in women's
sports, you have d- information,
receipts most people don't.
Merchandise sales through,
trading card demand, collectibles,
you have a different data set.
Uh, can you tell us some of the
trends and how you're using that
data to convince people, uh, about
the importance of women's sports?
Jeremi Gorman: Yeah.
Um, I'll take it from
two angles here, too.
I think there's a differentiation between
women's sports and women who watch sports.
And oftentimes people are talking
about investing in women's sports,
which they absolutely should.
Uh, you know, there's been a billion
dollars created in value in women's
sports over the last, I forget how
many years, but it's a study done
by the team, the collective at the
team, uh, Unlocked in Women's Sports.
And our data shows that, obviously,
that people are wearing more jerseys,
um, with women's names on the back,
that people are buying different kinds
of jerseys from different women's
teams, especially when you look at
the NBA, it's pretty remarkable.
Um, but I would also encourage brands
to focus on women who love sports, uh,
because those are two different things.
You can, like I am an Angel City fan,
I'm a Rams fan, I am a Dodgers fan.
I feel like I'm, now I'm just an LA
homer, but I am from here, to be fair.
Um, but my favorite hockey team is the
Pittsburgh Penguins, and there wouldn't
be data absent, um, absent of Fanatics
or some of the others, especially,
or maybe some live TV data, 'cause I
don't live anywhere near Pittsburgh,
so it's not ticket data, to focus on
like I am a woman who loves sports.
Yes, I love women's sports, but I'm
also a woman who loves sports, and
those are two different unlocks.
I think actually maybe even better
than our data, uh, to put a finer
point on women's sports, I would follow
the ticket prices and the ticket data
because that, in some cases, also
even precedes like merchandising.
My favorite thing that happened
all year this year and my least
favorite thing that happened all
year this year were the same thing.
I went to March Madness.
I went to the men's March Madness
tournament in Indy, um, because
that's where all the sponsors were,
and that is my job, is to go meet
with the CMOs and take them to the
games and these kinds of things.
The activations in Indianapolis
were incredible, so this is
no indictment on any of them.
But my s- favorite part about it
was that I got a text message from
one of my best friends who's from
Arizona, where the women's team was.
She has three daughters, all of whom
I've known since the day they were born.
They are a perfectly well-to-do family
who can buy their own tickets, and she
said, "I can't get tickets to the women's
Final Four. Do you have any hookups?" And
now she wasn't looking for free tickets.
She was looking to go and to
bring her three little girls.
And I said, "Yeah, no problem." She'll
be learning this for the first time.
Uh, I thought we did.
We couldn't even get them in a
lot of, b- or at least not good
seats because it was so sold out.
But I'd already said yes, and
I love these little girls.
I bought them myself on StubHub so that
they could go and was like, "Yep, Fanatics
got it." I hope she's not listening.
She's just gonna Venmo me.
That sucks.
But nonetheless, um, the, I think,
like that to me is the data that
people should be paying attention to.
The saddest part about that, and
where I'm saying it's juxtaposed
against one another, is that's
not where the CMOs were.
And it's not to say there weren't
brand activations, but when you look at
these y- $800 tickets, sold out games.
I went to the women's Final Four 15
years ago, and I'm not kidding, it was a
colleague of mine, and we had like a who's
gonna draw the short straw situation.
And They had to cordon off a part of
a stadium to make it look more full.
And 15 years later, the tickets are sold
out, and the aftermarket is 800 bucks.
And to me, like, that is the data that
advertisers should be looking at to say,
like, there is no more experimenting.
It's done.
Like, women's sports are here.
Brian Fuhrer: Julie and I spend all
of our time, uh, with the Nielsen
data and, and looking for trends,
looking for interesting things.
Um, and, but with your platform and with
all the data you have flowing through and
everything that's happening, y- including
the World Cup that's had such a tremendous
impact in the US, what's an interesting
emerging trend you're watching that
maybe most brands haven't caught onto?
Jeremi Gorman: Um, I don't think it's new.
I think it's something we need
to remind ourselves of, which is
that, uh, and this is very obvious,
but win- winning teams sell.
And I think that we all knew that,
uh, and, and accessible teams.
So if you rewind time again back to
when the only games you could watch
on TV, um, on, when on linear were the
Cowboys and the Lions on Thanksgiving
and a couple others here and there that
weren't in your local market, you have
this influx of people, America's Team,
who are Cowboys fans because they could
watch it and the Cowboys were winning.
Um, back to Julie's original point,
those people are still Cowboy loyalists,
and there has not been a lot of Super
Bowling in the Cowboy town lately.
Um, but there's still loyalists, and I
think that what we're seeing, I mean, the
Knicks stuff was incredible, obviously.
I think it's, you know, it's a world city.
Um, but we're seeing the same thing
with Spain, and people love winners.
And I think what ends up happening
is that people, brands, um, or, you
know, do- forget that fans don't move
on as quickly as you think they do.
Like, there is a generation of
people right now who will be New York
Knicks fans for the rest of their
lives because of the way that the…
Or Spain fans for the rest of their
lives because of the way that those teams
played, 'cause of the way they conducted
themselves, uh, because they were winning.
And I think sometimes brands have
a tendency, and this is all in the
data, too, is, like, those people
are buying over time, is sometimes
brands have a team to move on to the
next winner and leave the generation
behind that were the winners before.
Like, again, born and raised in
LA, like, the Lakers fandom here is
still extraordinary from the '90s.
Like, yes, we also had other good runs,
but nobody with whom I grew up would
not be an An- uh, not be an Angels fan.
Well, that's a little true.
Uh, but not be a Lakers fan because
that's what we grew up with.
And so that's a, I think, a trend
we can see in buying behavior,
which is if you're in, you're in.
Unless it's my buying behavior, because
I have to go to all of these events and
I have to pick a team every time, so
I am the worst part of the algorithm.
I was a Patriots fan this year at the
Super Bowl because I worked in Boston
at my first job and I got free tickets,
and I worked at Amazon in Seattle
and I got a banana, and that is how I
chose to be a Patriots fan this time.
Julie DeTraglia: Well, it's, that's
a really interesting point because
Traditionally, advertisers have
bought live sports for the reach.
You know, it's really about big crowds.
Like, that's, that's
what they're in it for.
Obviously, Nielsen, we see that
in our data all the time, numbers
get bigger and bigger and bigger.
But Fanatics has that highly
personalized data, which really paints
a better picture of sports fandom.
And you talked a little bit about this,
but, like, what are some of the other
trends, or about this data that Fanatics
has that's been different with some of
the other media that you've sold before?
Jeremi Gorman: Um, I think it's
the ability to extend moments
is something that we've found
to be the most interesting.
And to your point, and we're seeing
these deals done with NFL, MLB, just,
you know, uh, amortize their rights
and, uh, and everything's really
become bifurcated, trifurcated,
quadrificated, whatever it is.
It's hard to find the things, um, and
there's no question that the season
itself is, and the games themselves are
those, that zeitgeist moments, and your
data shows that just as well as ours.
Um, but what I think we have
uniquely found the opportunity to
do is extend that fandom 24/7, 365.
It's not that these Super Bowl… It's
not that these brands stopped caring
about the football fans the Monday after
the Super Bowl, or that these sponsors
that spent an extraordinary amount of
money on what I think was probably the
best World Cup we may ever see in our
lifetime, stopped caring about them.
In fact, you can hear that on the
streets, and we can see that in our data.
People are still, like,
longing for the World Cup.
Um, and so I think the advice I would
give is, and where we've been able to
really uncover is, okay, that's awesome.
Like, we get that you can reach
them during the game, but then what?
Season's o- unless it's baseball, and
then the season seems to be never over,
but nonetheless, uh, other seasons end.
Um, and then, it, what do
you wanna- how do you wanna
engage that fan all year round?
And I, it, n- we see them buying all
year round, we see them trading cards
all year round, we see them searching
all year round, and I thi- I would
love for sponsors of the official
leagues to expand their aperture.
But also because you're locked out of
certain sports due to exclusivity, there
is a way to reach the Los Angeles sports
fan and not be an NFL sponsor through
things that y- you, you don't have access
to, unless you are able to utilize fan
data, which we have in troo- in troves.
Brian Fuhrer: You said something about,
um, you know, the mid-ni- the early
'90s, mid-'90s Lakers, and how the
fans, you know, continue on from there.
That really resonated because I grew
up in Philadelphia, and I still think
there's m- people that, there's more
people that can name the '74-'75 Flyers
team than the current team, you know?
And, and it's amazing how those team,
the fandom just continues from there.
And, and that, that
Jeremi Gorman: was a great observation.
Yeah, same with the, you know,
'70 whatever Dolphins and,
you know- Yeah … these.
People y- assume that you are either,
or, or they used to be fans of
either where they grew up or where-
Who their parents were fans of.
So let's say your parents had relocated
from Philadelphia, and then, but you
would still have grown up a Flyers and
a Sixers fan even if you lived in Omaha.
Uh, and that used to be true, but now
discovery with young people, they can find
their own teams, or they're finding them
from their colleges, or they get drafted
from their high schools into college and
wherever, is it's no longer as much of
a, like, familial, "We sit around and
cheer for the Cowboys," kind of thing.
I don't know why I'm, I'm… really
like the Cowboys, too, actually.
Uh, but nonetheless, is, uh, I
think that's also something that's
really important for brands to pay
attention to, which it's not like,
"That's a Sixers household. Guess
that's just true forever." It's not.
That your kids can
discover their own people.
Now, everybody's probably a
Sixers fan right now, so it's
probably not the best example.
But nonetheless, I think that's an
interesting trend, too, is people
can make their own discoveries.
I will make a plug for Nielsen.
I think when we look at sports in
particular, but across the overall
ecosystem, the fact that there has
been a consistent barometer for
over 100 years is really important.
And the, obviously people, players
come and go, and that's not to say
that it can't be augmented with
different things or iterations
with AI and those sorts of things.
But our world is changing
very, very rapidly.
If you look at the difference between
the Cowboys example I just got and what's
like, "Of course everybody watched that on
Thanksgiving Day," that's just intuitive.
And now it's becoming less and
less intuitive because it's
everywhere, and on streaming, and
on linear, and on multiscreen,
and all these kinds of things.
So to have, um, a company that's been
around for 100 years measuring what we do,
I think just gives a lot of credibility
and credence to the business that we're
all in, that it's not finger in the air.
It's based on data, both on the
publisher side, it's on the agency
side, it's on the measurement side.
Like every- this is math now.
Um, and I just wanted to
say that I appreciate you.
Julie DeTraglia: Well,
thank you very much.
We appreciate you, too.
Well, that was a great
conversation with Jeremy.
She's really had a fascinating career,
and I think for me, you know, one of
the most illuminating points is exactly
what all… Well, a couple things.
One, the fact that Big events,
which Nielsen captures very well,
extend into, in perpetuity really.
And you, you, fandom is really not,
you know, just about a season, it's
really about all the other things that
go along within family, and location,
and city, and all those things.
And she's seen it from a lot of
different vantage points, and Fanatic
certainly has really, really intriguing
data that can get at, you know,
all the different kinds of segments
of fandom that exist out there.
Brian Fuhrer: Yeah, there was…
I, I was thinking it w- it's gonna
be really interesting to read her
autobiography or biography, because what
an amazing life she's had, and al- and
the perspectives that she has on the
business are, are really incredible.
And, uh, it really got me thinking, you
know, 'cause obviously we spend all our
time thinking about audiences and trying
to understand, uh, what the advertising
components are, but extending that into
merchandising and, uh, understanding the
fandom from that perspective, I think,
wa- was, was really extraordinary.
So I, I thought some of the
things that she shared with
us was, uh, really important.
And the point that you made about the
sports moments just n- n- going on
forever, um, are, are really true.
You know, the, the quotes of, you know, w-
we win tonight, we walk together forever.
Th- those things are true, um, and
especially it's not just from the
players', uh, perspective, it's also
from the fans' perspective, and the
merchandise that they buy as a result.
And these are some of the things
that I think Jeremy was, was really
illustrating with some of the
insights they get from their data.
Julie DeTraglia: Yeah, I still see a lot
of Knicks championship merchandise walking
around the city every day, so people are
gonna carry that with them forever really.
Um, and the other thing that I thought
was really interesting, because we've
been doing a lot of work on women's
sports here at Nielsen, and seeing not
only the growth of the sports themselves
on television, um, but also the growth
of female fans of, of sports, and we
talked about that a little bit with Laura
Kelly, uh, in our prior episode as well.
Um, and the notion that it all begins
with the sort of live experience being in
the stadium, that is like a harbinger of,
of things to come, because that creates
such a unique experience for people.
And then to hear from her about her
own personal soccer journey, um, and
college sports, and what that meant in
making that decision, I think it's just
a wonderful and generous thing that she's
decided to invest her own personal money
in giving women those kinds of options.
And it just demonstrates the things
that we've been seeing in our data
all along, that people love sports and
just really wanna go and root for great
teams, and it doesn't matter if those
teams are made up of men or women.
Brian Fuhrer: Yeah, and- You know,
expanding on that just a little
bit, one of the things that we do,
one of the fun parts of, of this
job is talking about the success
stories across the media landscape.
And, you know, over the past five
years, there have been fewer bigger,
uh, success stories than women's sports.
You know, from the Caitlin Clark Final
Four and watching the impact that, that
that had on through the professional
ranks, it's, it's really been, uh,
a tremendous success story, and it's
had a real big impact on our culture.
That does it for this episode.
I'm Brian Fuhrer.
Julie DeTraglia: And I'm Julie Detrallia.
Brian Fuhrer: Find us anytime
at nielsen.com/theroundout,
and we'll see you there.
Julie DeTraglia: Thanks for listening.