Mainstream anime moments create big business opportunities

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. 

The Growing Business of Anime and Sports Partnerships 

The movement has been building for years. During the 2024 Summer Olympics, several athletes used victory poses well known to fans of the anime series “One Piece,”  
“Jujutsu Kaisen,” and “Naruto.” Japan, the birthplace of anime, even designed anime- inspired Olympic jerseys for various teams. Last year, the Los Angeles Dodgers baseball team hosted a sold-out “One Piece” theme night. The NBA also expanded its anime partnerships through collaborations with Crunchyroll and TOHO Animation to release its second run of “My Hero Academia” merchandise. And this year, FIFA incorporated themes from the anime “Blue Lock” into the World Cup marketing campaign to draw younger fans.   

Fan Expo Denver Highlights Colorado’s Growing Anime Community  

When Fan Expo Denver arrives at the Colorado Convention Center May 28-31, anime voice actors and artists from “Demon Slayer,” “Death Note,” and “My Hero Academia” will appear alongside actors, comic creators, and gaming personalities. As in previous years, long lines of fans in cosplay are expected. The largest convention in the United States is the Anime Expo in Los Angeles July 2-5 and typically draws about 100,000 guests.  

CU Denver’s Waggoner will also be presenting research at the Anime Expo during the JAMS@AX Academic Symposium.  

“Anime creates a sense of belonging not a lot of fans have found elsewhere,” Waggoner said. “The storytelling in anime provides a fictional world that is able to connect to the human experience. Failures, disagreements with friends, conflict, self-identity, death, anime deals with all that. Fans can find themselves in the characters and use them as tools to work through those issues that are difficult to navigate in the real world.” 

CU Denver Program Connects Students to Entertainment and Gaming Industries 

CU Denver is also home to a nationally ranked top 40 3D graphics and animation degree program. Alumni work across entertainment, film and television, gaming, medicine, and science industries. CU Denver’s practical-skills-focused curriculum has produced four Pixar “Pups”- a coveted internship for aspiring animators hosted by the most salient animation company in the U.S. 

“Anime is no longer a niche community,” Waggoner said. “It is here and there is an opportunity to learn from it on a social and cultural level as well as a business level.” 

About Emilie Waggoner 

Waggoner is a First-Year Experience (FYE) seminar lecturer at CU Denver where she also serves as director of student transitions and teaches the popular First-Year Experiences seminar, “Anime Goes to College.” Her research frequently appears in the academic Journal of Anime and Magna Studies. She holds multiple degrees in business and education and a doctorate in leadership and educational equity in higher education. Learn more about her work impact at CU Denver.  

About the University of Colorado Denver  
Millions of moments start at CU Denver, a place where innovation, research, and learning meet in the heart of a global city. We’re the state’s premier public urban research university with more than 100 in-demand, top-ranked bachelor’s, master’s, and doctoral degree programs. We partner with more than 13,000 diverse learners—at any stage of their life and career—for transformative educational experiences. Across seven schools and colleges, our leading faculty inspires and works alongside students to solve complex challenges and produce impactful creative work. As part of the state’s largest university system, CU Denver is a major contributor to the Colorado economy, with 2,000 employees and an annual economic impact of $665 million. To learn more about how CU Denver helps learners meet their moment, visit ucdenver.edu.