Some of my fondest memories revolve around sports. As a father, my connection with my two sons often grows stronger when we’re cheering for a team together – or, in some cases, giving one another grief over supporting opposite rivals (come on Arsenal!).

There’s something extraordinary about how a shared allegiance – whether it’s celebrating a last-minute victory or agonising over a defeat – brings people closer. Growing up, my own father and I bonded over watching Detroit Tiger baseball, and to this day, friends from every stage of my life remain tightly connected by our shared love and knowledge for various sports teams.

What makes sports so compelling? It’s the rituals, the stories and the identity we adopt when we support our favourite teams. It also becomes embedded in the passion, shared language and songs, and the emotional investment that transforms teams into iconic brands and fans into life-long advocates. I’ve come to realise during my career that building a professional services brand often mirrors the dynamics of supporting a sports team.

David Meerman Scott captures this idea brilliantly in his book Fanocracy. He argues that building an engaged, loyal audience requires fostering human connection and passion, treating customers not just as buyers of a service but as fans who feel emotionally invested.

His insight resonates deeply with me, particularly in the high-stakes world of professional services, where relationships matters most. While the industry might lack the adrenaline-pumping drama of a stadium erupting in song or cheering, the principles of fandom – passion, memories and emotional connection – are just as applicable.

Passion is the foundation of fandom

Passion is at the heart of any great sports brand. I’m not a fan of either, but think of the Green Bay Packers and their ‘Cheesehead’ fans or Manchester United’s global network of devoted supporters. These teams don’t just play games – they ignite emotions, create community and inspire identity.

The most successful professional services brands don’t just sell expertise; they sell belief in what they stand for. A firm’s purpose – whether it’s helping clients navigate complex legal challenges, solve financial puzzles or achieve growth – should be articulated in a way that inspires. When clients believe in your mission and what you do, they become more than customers; they become devoted advocates.

I have seen this consistently at conferences, client meetings and in digital touchpoints – we should think about how the work we create sparks an emotional connection. A compelling narrative – whether it’s a success story or a bold vision for the future – can ignite passion, just as a sports team’s season highlights create anticipation for what’s next.

The power of reciprocity

If you’ve ever attended a sporting event, chances are you’ve left with more than just memories. Whether it’s a hat you’ve bought, a scarf held high or a jersey handed out at the end to a child, these giveaways aren’t just fun – they’re strategic images that leave a lasting impression. Fans wear their team’s colours with pride, and those giveaways you think about to clients deepen their emotional connection to you.

In professional services, branded swag and thoughtful giveaways can play a similar role. At Vinson & Elkins, for example, we’ve seen how something as simple as well-designed giveaways at conferences can build goodwill and excitement. Whether it’s something easily used like a stylish notebook or a high-quality reusable water bottle, or a more unique item like customised clothing, these gifts serve as tangible reminders of your brand. More importantly, they reflect an understanding of what matters to your audience: functionality, quality and attention to detail.

Beyond physical items, we also give the gift of knowledge. Insights, videos and exclusive reports can provide immense value to clients when branded with key details in mind. Just like a sports team might engage fans with behind-the-scenes content or insider updates, professional services brands can deepen client relationships by sharing quality looking content that help them succeed.

Make the brand an experience

One thing sports teams do exceptionally well is create excitement around their brand. Every game, every season and every player announcement is an opportunity to engage people. Similarly, professional services brands can think about how to make their interactions with clients more memorable.

This might mean creating ‘big game’ moments around key milestones, like launching a new service or achieving a major industry recognition. It could also involve crafting experiences at client events or conferences that stand out. While your news is about you, sports teams know it’s all about the fans.

And let’s not forget the importance of digital experiences. Just as sports teams leverage social media to hype up games and engage people, professional services firms can use platforms like LinkedIn or Instagram to share compelling stories, highlight wins and build a sense of community among clients and stakeholders. I like to treat social media as my sold-out stadium with our digital community as our fans in their seats.

Fostering community and loyalty

Sports fandom thrives on community. Fans connect through pre-game events, online forums and watch parties. Professional services brands can foster similar communities by creating spaces where clients, alumni and employees feel connected to one another and the firm.

This could involve hosting exclusive forums where clients can network and share insights, much like sports teams bring people together through fan clubs or events. Internally, professional services brands should celebrate wins with the same enthusiasm as a locker room after a big game.

Recognising achievements, milestones and contributions – both internally and externally – reinforces the sense of belonging that drives loyalty.

The playbook for long-term success

Ultimately, managing a professional services brand like a sports team requires a mindset shift. It’s about going beyond transactions to build relationships rooted in passion, trust and shared identity. It’s about thinking less like a vendor and more like a coach, mentor and teammate.

When I think back to the connections I’ve built over sports – whether with my father, my sons or my friends – it reminds me of what really matters: the shared moments and the emotional investment.

To take another quote from Fanocracy: “True human connection is the future of marketing.” For professional services, the playbook around branding lies in creating those connections and managing our brands with the same passion, strategy and excitement as a championship-winning sports team.

Allan Schoenberg is the chief communications officer at Vinson & Elkins.