
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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Audiences are increasingly identifying hyper-convenience and tech/AI-streamlined everything as culprits in rising feelings of dissatisfaction, disconnection, and lives light on meaning. Enter ‘friction-maxxing’ – an antidote involving micro-dosing inconvenience. We unpack the internet discourse, content-creator...