In this episode of The Transaction Report, CEO of SportsBiz and host Steve Feuerstein sits down with April Seifert — PhD in social cognitive psychology and founder of Sprocket — to explore the psychology behind sports fandom and what truly drives fan engagement. From why brands keep missing the mark in market research to how teams can move casual viewers up the loyalty ladder, April unpacks the hidden forces shaping modern fan behavior. She also shares how psychographic data is reshaping sponsorship strategy, helping brands connect with fans on a deeper, more emotional level — and why that’s the key to unlocking real ROI.