Fans bring passion, energy, and strong opinions to every game, win or lose. But how can teams, leagues, and brands harness that emotion to drive deeper engagement, strengthen loyalty, and build a stronger community? This panel explores the art and science of fan sentiment—how teams can navigate social media reactions, leverage scoreboard moments, and turn even the toughest losses into opportunities for connection. Industry leaders will share real-world strategies for managing narratives, maximizing engagement, and fostering a fan-first culture that thrives in both victory and adversity. Join us for an insightful discussion on transforming emotion into action and ensuring your brand stays in control of the conversation.