Everybody recognizes the Harlem Globetrotters. The more interesting question is why people keep coming back, and why first-timers leave feeling like they just joined something. We talk with Bronwen O’Keefe, Head of Brand Marketing and Content, about the simplest strategy that is also the hardest to execute at scale: building fandom by making joy a two-way exchange between the team and the crowd.

Bronwen breaks down what “modern fandom” looks like for a 100-year brand, from the earliest barnstorming days to today’s packed arenas and always-on screens. We get into the Globetrotters’ hybrid identity as sports entertainment and live family entertainment, and why that mix creates a rare shared experience across generations. You will also hear how innovation is baked into the brand, not bolted on, and how signature moments evolved from necessity into an expectation fans now love.

Then we go practical: what content works on social and YouTube, why you have to “go where your fans are,” and how community programming and goodwill ambassador work strengthen the story behind the trick shots. Bronwen shares the thinking behind player nicknames, how recruiting looks beyond basketball skill to what is “in your heart,” and the fan-favorite “fifth quarter” that turns a great show into an unforgettable personal memory.

If you care about fan engagement, brand marketing, sports entertainment, or live event strategy, hit subscribe, share this with a friend, and leave a rating and review so more people can find the show.

Recorded Monday, June 1st, 2026
Host: Damian Bazadona, CEO & Founder, Situation
Guest: Bronwen O'Keefe, Head of Brand Marketing and Content, The Harlem Globetrotters
Producer: Peter Yagecic, Founder, A Mind at Work Consulting

https://situationinteractive.com
https://amindatworkconsulting.com