During Super Bowl week at 49ers House, Propeller was proud to be part of Rivalry Rewired. Set against one of the biggest sporting moments in the world, the morning brought together brand leaders, rights holders, media owners and creators to explore how rivalry, fandom and culture are evolving and what that means for modern marketing.
Rather than treating rivalry as pure competition, the conversations reframed it as a creative force. One that can sharpen brands, deepen emotional connection and build long-term value when it’s channelled with intent.
Across the sessions, a consistent theme emerged: the brands winning today aren’t those chasing attention, but those designing for belonging, relevance and proof.
When competition stops differentiating
The opening discussion set the tone. As markets mature and technology accelerates, many brands find themselves running faster while looking increasingly similar. AI, automation and scaled infrastructure have raised the baseline, but they haven’t guaranteed advantage.
What cuts through now isn’t speed alone, but clarity of purpose. Relevance over reach. Judgement over output. The sessions explored how brands can resist convergence by understanding human motivation more deeply and using technology as an enabler, not a substitute, for conviction.
Rivalry, when rewired, becomes less about beating competitors and more about standing for something unmistakable.
Effectiveness beyond the moment
Another key thread was the growing gap between cultural impact and commercial proof. Few moments generate as much attention as the Super Bowl, yet memorability doesn’t always translate into behaviour.
Discussions led by partners including Marketcast challenged brands to rethink how they define success around tentpole moments. From cross-screen behaviour and social conversation to post-event engagement and transaction data, effectiveness now lives across a longer journey.
The takeaway was clear: spectacle can open the door, but momentum is built through continuity. The most effective campaigns are not one-off moments, but platforms that extend across channels, communities and time.
Women’s sport as a growth engine, not a side bet
Women’s sport featured prominently, not as an “emerging” category, but as a structurally different market. One built on community, participation and values-driven fandom.
The conversations highlighted why brands that treat women’s sport as a scaled-down version of men’s sport miss the point. Attention in this space is often deeper, trust is earned faster, and early investment can deliver disproportionate returns.
For media planners and brand leaders, the message was to stop waiting for scale to justify involvement. In many cases, the opportunity lies precisely in getting there before the playbook is crowded.
Borderless fandom and cultural belonging
Fandom itself is becoming increasingly borderless. Across sessions, speakers explored how sport now travels through stories rather than schedules. Fans are being created through identity, representation and shared experience, not just geography.
Research presented during the event showed how people enter fandom in different ways and how brands that understand why people care are better placed to earn a role in their lives.
This has implications far beyond sport. Fandom principles, emotional investment, community participation and identity signalling are becoming central to how brands build loyalty in culture at large.
Inside the world of the San Francisco 49ers
A standout conversation between Adweek and the San Francisco 49ers offered a window into how one of the world’s most iconic sports brands thinks about modern fandom.
From fan-first content strategies and global storytelling to in-stadium innovation and international growth, the discussion reinforced that long-term relationships are built through consistency, intentionality and respect for cultural nuance.
Whether it was expanding Arabic and Spanish-language content, reimagining the in-stadium experience, or launching initiatives like “Football is Made for Girls,” the lesson was the same: fandom is earned daily, not just on game day.
Why Rivalry Rewired mattered
Rivalry Rewired wasn’t about celebrating competition for its own sake. It was about asking better questions. How do brands stand apart in crowded markets? How do cultural moments translate into measurable impact? And how can rivalry be used to build connection rather than noise?
For Propeller, convening these conversations reflects our belief that growth today sits at the intersection of culture, community and commercial outcomes. When rivalry is rewired with purpose, it doesn’t divide. It differentiates.
And that’s where the real advantage lives.