What do Wimbledon, the Premier League, and a credit card company have in common? They all fuel fandom. Barclays sponsors both, but while the games are unforgettable, sponsors often aren’t. So we played a different game: instead of focusing on athletes, we turned the spotlight on the fans. We turned Barclays into Champions of Fans, uniting their sponsorships and retail partners because, hey, brands have fans too.