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.

Gamifying Fandom

Modernising Memorabilia

The Fan Token Phenomenon

Fantasy sports have millions of global players vying to add the best athletes to their made-up teams in a global engagement market projected to hit $48bn annual revenue by 2027 (Brandessence, 2021). Social platform Greenpark Sports is expanding competition with mobile games, while Fan-Controlled Football turns the crowd into coaches for their teams.

Fantasy sports have millions of global players vying to add the best athletes to their made-up teams in a global engagement market projected to hit $48bn annual revenue by 2027 (Brandessence, 2021). Social platform Greenpark Sports is expanding competition with mobile games, while Fan-Controlled Football turns the crowd into coaches for their teams.

Summary

Gamifying Fandom

Fantasy sports have millions of global players vying to add the best athletes to their made-up teams in a global engagement market projected to hit $48bn annual revenue by 2027 (Brandessence, 2021). Social platform Greenpark Sports is expanding competition with mobile games, while Fan-Controlled Football turns the crowd into coaches for their teams.

Modernising Memorabilia

From physical kits to digital non-fungible-token (NFT) moments, the sports memorabilia market is booming. Collectible providers are ushering in the next wave with one-off commemorative drops, artist collaborations, and early investment opportunities in young athletes' NFT futures.

The Fan Token Phenomenon

Legacy sports giants like Paris Saint Germain and FC Barcelona are opening new revenue streams with blockchain fan tokens that turn team spirit into a currency. Elsewhere, individual athlete creators are producing their own tokens to monetise their social followings, and reclaim some of their brand gains to support the next generation of athletes.

Future Sports Fandoms

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