Which of the following is a subprocess of fan engagement?

• A. Sharing
• B. Advocating
• C. Co-developing
• D. Learning

Answer: (C)

Fan engagement isn’t just about sending messages to fans; it includes active, two-way collaboration where fans help shape what the brand offers. Co-developing is the subprocess that captures this spirit best because it involves fans directly in creating or refining products, experiences, or content with the organization. This shared development builds ownership, loyalty, and a deeper connection with the brand.

Sharing is primarily about distributing content to fans, which is a one-way or outward activity rather than a joint creation process. Advocating involves fans promoting or championing the brand, which is important for reach but doesn’t inherently involve working with fans to build something new. Learning relates to gathering insights from fans or educating them, which is valuable but not the act of co-creating with them. In the context of youth sport marketing, inviting fans to help design a game-day experience or prototype digital features exemplifies co-developing and shows how engagement becomes a collaborative venture.