ABOUT THE Denver Broncos
Known for the Mile High magic and their loyal orange-clad fanbase, the Denver Broncos are an NFL football team based in Denver, Colorado. With a storied history that includes three Super Bowl championships and legends like John Elway, the Broncos are a cornerstone of Colorado sports culture.
The Challenge
For years, and like many teams, the Broncos measured fandom with a simple 0-10 scale.
It told them who their fans were but nothing about why they cared. That’s like scouting a QB based on his 40-yard dash—useful, but missing the full picture.
The Approach
The Result
A playbook that finally explained what makes Broncos fans tick. Through our analysis, we uncovered that fans connect with the Broncos in fundamentally different ways such as:
Social Fans – Here for the atmosphere, the camaraderie, and the tailgates.
Amplifiers – Passionate, vocal, and highly influential in shaping others’ fandom.
Fickle Fans – Love the team… when things are going well. Winning is everything.
The Loyalists – The backbone of Broncos fandom, with roots that go back generations.
Understanding these segments allows the Broncos to customize marketing, deepen engagement, and optimize sponsorship activations—turning casuals into diehards and diehards into megaphones.
Sports & Entertainment
Customer Profile
Data Science
Analytics
We built a fan segmentation study that went beyond demographics and attendance records. Our approach combined:
Custom survey design to capture psychographics and fan identity
Unsupervised machine learning to uncover hidden fan segments
Regression modeling to pinpoint the real drivers of fandom
Strategic data delivery to ensure buy-in across the organization
"The fan segmentation we built with Sprocket is going to make the entire organization smarter and more strategic."
— Jesse Nading (SVP Strategy & Business Intelligence, Denver Broncos)