With the record breaking sums raised by the FIFA World Cup this summer, Matt and Kishan examine the open and closed loops and ecosystems of the worlds of the superfan. What motivates them, how they form and more importantly, how companies harness those passions for profit.

Superfans and the economies they support are worth hundreds of billions of dollars globally. And there’s seemingly no limit to the niches they create. Hot sauce superfans? Check. Cats? Check. Train watching? Check.