Dr. Emilie Waggoner teaches a course on anime and conducts research about its influence on soceity and culture. Credit: University of Colorado Denver, Paul Wedlake.
Anime has gone mainstream in the United States, drawing millions of fans who spend big money on conventions, streaming, gaming, and merchandise. But anime is no longer reserved just for cosplayers. Now, businesses and sports franchises are increasingly tapping into anime culture to grow audiences, strengthen fan loyalty, and create new revenue opportunities.
"Businesses are very much interested in anime," said Dr. Emilie Waggoner, a First-Year Experience (FYE) seminar lecturer at the University of Colorado Denver. She researches anime's impact on society and frequently presents at some of the nation's biggest anime events. "Anime has an incredibly loyal following, and this presents an opportunity for businesses, especially when anime intersects with another fan base, like sports."
Anime and football collide in Denver
A local example that gained global attention involved the Denver Broncos. During the 2025–26 NFL playoffs, two local Broncos fans dressed up as characters from the popular "Umamusume: Pretty Derby," a series centered on horse-girl characters inspired by racehorses. Fans created anime edits featuring Broncos highlights that spread widely across TikTok and Reddit. While the Broncos released no data about the grassroots campaign, cosplayers were widely seen at home games and fan art blending anime and football went viral. Both brands benefited from the crossover.
