Kicking off Season 14 of The IAB UK Podcast, and with one week to go until Digital Upfronts 2023 kicks off with Amazon Ads' Upfront, the IAB's CMO James Chandler chats all things live sport and fandom with John Paul James, Amazon Ads’ Senior GTM Strategy Lead for Live Sports in Europe. Talking about Amazon Ads & Twitch Ads' global study on fan culture, Anatomy of Hype, the conversation delves into how fandom is more than just a hobby, how different types of fans are motivated in different ways, and of course how brands can seamlessly and genuinely insert themselves into these deep communities of fans and followers.

With live sports properties including Premier League, Summer Nations Series and UEFA Champions League, expect more on this topic and much more by signing up to Amazon Ads' Upfront on Wednesday 27 September here. https://www.amazonadvertisingevents.com/upfronts2023?promo=AmazonAdsIAB

And read 'Anatomy of Hype' in detail here: https://advertising.amazon.com/en-gb/library/guides/global-research-on-fans-and-fan-engagement

And explore all Digital Upfronts, including events from Uber, BBC Studios, LADbible Group, YouTube and Snap Inc., here: https://www.iabuk.com/digital-upfronts-2023

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