
Published 02 November 2021
While participation in the global sports market is expected to reach 3.5 billion people by 2025, under-34s are losing interest in linear broadcasts (see Key Stats). To engage these fans, sports organisations need to build communities around participation and interaction. We explore how crypto, fantasy sports and collector cultures are shaping tomorrow's supporters.



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Synthfluencers – AI-produced virtual influencers for use in advertising, social media and entertainment – are gaining ground, but audience trust and appetite for them is changeable. Alongside highlighting key ethical guardrails, we decode sizeable strategies delivering both creative...