Change is definitely nothing new, however its impression is seldom as sizable—or accelerated—as what the world has skilled over the previous two years. For the sports activities trade, the return of followers at dwell occasions halfway by 2021 was cheered by all, but life has advanced an excessive amount of in the course of the pandemic for the sports activities trade to easily snap again to a mirror picture of its pre-COVID self.

The tried and examined mannequin of fandom has been challenged. Consequently, followers have developed digital communities to drive reference to one another, their favourite athletes and their favourite groups. Fandom has shifted from massive audiences bodily collectively to extra distant but extra engaged habits. Whereas ticket gross sales dipped, followers discovered new methods to construct neighborhood: chatting, sharing, betting, and co-watching.

This report examines the worldwide client shifts over the past two years and their impression on sports activities sponsorship fashions and content material distribution.