How Hasbro, Twitch, and Chicago Fire FC Are Building Communities That Drive Brand Loyalty

What happens when brands stop treating audiences as consumers and start treating them as communities?

In this episode of Adspeak by ADWEEK, host Jenny Rooney brings together Jason Bunge, CMO at Hasbro, Rachel Delphin, CMO at Twitch, and Dan Moriarty, CMO at Chicago Fire FC, for a live BrandWeek panel on the future of play and fan engagement.

The conversation explores how brands can move beyond traditional broadcast marketing to create authentic experiences that bring people together across physical and digital worlds. The panelists share how strategic partnerships, creator ecosystems, micro-communities, and grassroots experiences can turn casual audiences into loyal advocates.

They also unpack the importance of accessibility, cross-generational play, and the emerging idea of the “brand as fan,” showing up authentically in the communities that matter most. From stadiums and youth soccer clinics to Twitch chats and video game launches, this conversation reveals how marketers can build lasting connections by becoming active participants in culture rather than simply broadcasting into it.

What You'll Learn:

• How to shift from broadcast marketing to community-first strategy
• The "Universe is Beyond" partnership framework
• Why accessibility drives lifetime fan value
• How to activate creator and influencer ecosystems instead of paid media
• The "brand as fan" positioning
• How to design cross-generational engagement through shared play experiences

About the Guests:

Jason Bunge is Chief Marketing Officer at Hasbro, where he leads global media, entertainment, brand, retail, and digital marketing strategy across the company’s iconic franchises. He joined Hasbro in 2023 after serving as the first CMO of Riot Games, overseeing marketing, publishing, and global channel strategy. Previously, he held senior marketing roles at Electronic Arts and Microsoft, including product marketing for Office 365.

Rachel Delphin is a marketing and communications leader who serves as Chief Marketing Officer at Twitch, where she led the strategic direction of PR, social media, growth and media, integrated marketing, creative, and brand teams. She joined Twitch in 2018 after communications leadership roles at Tanium, Twitter, and WIRED. At Twitch, she championed the platform’s creator community and helped shape its approach to brands, creators, and community-driven engagement.

Dan Moriarty is Chief Marketing Officer at Chicago Fire FC, where he leads branding, advertising, media, promotions, and fan engagement while overseeing marketing strategy across the club’s community and youth soccer initiatives. Before joining the Fire in 2024, Moriarty was VP of Marketing at the Chicago Bulls, following leadership roles with the Bulls and the Chicago White Sox. He previously spent five years at Hyatt Hotels and began his career in marketing and media agencies.

Host and Guest Resources:

• Jason Bunge on LinkedIn
• Hasbro Website
• Rachel Delphin on LinkedIn
• Twitch Website
• Dan Moriarty on LinkedIn
• Chicago Fire FC Website
• ADWEEK Website

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