As part of AdWeek Europe, Steve Hutchison, deputy MD at Fuse, took part in a panel discussion looking at the worlds most passionate audience: football fans. Hosted by Minute Media, and with other panellists from Publics Media Sport & Entertainment and Octagon, the session looked at how fans following clubs to being more player focused has changed the industry when it comes to club loyalty. They also discussed the opportunity for stronger content to engage fans and the shifting focus of brands.

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