The concept derives from Pierre Bourdieu's social capital theory and relates to increasing one's sense of community, granting access to information and knowledge, helping to form one's identity, and providing status and recognition.
This sharing helps companies to create unique brand identities and earn permission to interact with consumers or customers.
[1] Social currency can be divided into six dimensions or levers: It is about creating a sense of community and by that a strong affiliation between customers, consumers and users of a brand.
Young men in particular feel the need to learn about sporting current events in order to facilitate social interaction.
However, these types of fan can easily move to a new sport, team, or programme in the future if the new one offers more social currency.