Power Play: Building Fan Funnels in 2025

The best marketing plays in sports—delivered in under 1 minute.

Most teams still treat influencer marketing like a side dish.

The Dallas Mavericks turned it into the main course—and saved $23K in the process.

What Happened:

During the 2024-2025 NBA season, the Mavs ran 14 influencer campaigns, with no paid ads and no scripted posts.

Instead of chasing big-name creators, they tapped into local fans with real communities—fitness coaches, food bloggers, LGBTQ+ advocates—and gave them behind-the-scenes access to themed events.

Their only ask? Share your experience.

That content was natural, personal, and way more powerful than any promo.

The Results:

• 2M+ impressions

• 5.8% avg. engagement rate

• $23K saved in content production

• 12X growth in their creator network

They didn’t just generate posts.
They created a community of fan-advocates.

Example 1:

iiamm.syd

326 followers

View more on Instagram

Example 2: Serving as inspiration as we plan our approach for Season 2 of Unrivaled

Why It Worked:

Modern fans don’t want ads—they want access.
And creators don’t need scripts—they need experiences worth sharing.

Try This:

Go on Instagram and search for unofficial fan accounts tied to your team or event.
We guarantee there are at least 3, some with surprisingly strong followings.

Start there.

DM them. Invite them to a game, a practice, or a moment behind the scenes.
Give them real access, not a marketing brief.

Then step back and let them lead the content.

That’s how modern fan funnels start: people > promos.

Stick to your roots,

Team Athletiverse

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