Led a comprehensive study on Australian sports fandom to identify fan motivations, behaviours, and brand alignment opportunities.

Launched Passion Drivers® a proprietary research tool enabling brands to understand emotional drivers behind fan engagement across segments.

Helped sponsors connect brand strategy to consumer passion points, optimising sponsorship investments with actionable insights.

Enabled real-time insights into how target consumers behave as fans during sports and music experiences.

Delivered the a quantified view of why fans are fans, helping brands engage audiences in 'fan mode'.

Secured Telstra’s buy-in and produced a custom edition aligned to their brand archetypes, enhancing sponsorship effectiveness and ROI.