Brands Ear to the Ground Lego

Lego ranked as most culturally relevant brand by Ear to the Ground

By Community | October 25, 2022

Ear to the Ground’s annual Fan Intelligence® Index ranks the most culturally relevant brands in sports, esports and gaming.

Culture is a constantly shifting entity, and every year the Fan Intelligence Index throws up surprising new twists. They tweaked their methodology to match the changing times and saw new brands come to the fore. In addition, sports, esports and gaming are now all ranked equally, which also had an impact on the ranking.

LEGO took top spot after a stellar year within sports, esports and gaming. From breaking gender stereotypes with a Women’s Euro campaign to launching a new Horizon Forbidden West LEGO set alongside the game’s launch, the toy maker held the attention of the New Breed of Fan all year long. 

LEGO’s rise shows the power of a dedicated strategy in sports, esports and gaming to drive cultural relevance and see results with the New Breed of Fan.

Amazon are another winner of this year’s Fan Intelligence® Index, rising 32 places to fourth in the overall ranking. The sporting fly-on-the-wall All Or Nothing documentary series provides fans with unmatched insights into some of the biggest sports teams in the world. Fans love getting closer and being educated about the teams and personalities they admire. 

Amazon continue to invest in and evolve sports broadcasting. Their recent Premier League live gameweek saw them trial managers interviewing each other in a switch-up of the post-match interview, and fans completely loved the irreverent nature. A debut Thursday Night Football NFL programme also saw Amazon Prime break the record for sign ups in a 3-hour period. Combined with regular drops of exclusive loot for Prime Gaming fans and you have a potent, culturally relevant offering designed to appeal to the New Breed of Fan.

For the full ranking, plus deep dives into the trends at play in the coming year, click here:

Brands Ear to the Ground Lego