Game-Changers:
The Future of Sports Fandom Sports and Leisure Futures 2024–2025

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The sports sector is undergoing a significant transformation. New sporting epicentres are emerging, from Qatar and the Philippines to South Korea and Saudi Arabia. At the same time, women’s sports are reaching new heights, with viewership and ticket sales continuing to rise

S&L Spreads
HOKA and Nicole McLaughlin, US-1
HOKA and Nicole McLaughlin

To capture and retain the sports fans of tomorrow, brands and organisations must tap into the culture of community, accessibility and enjoyment that draws people to sport.  

This report analyses the behavioural shifts driving forward the sports sector and provides case studies and consumer insights from fashion and technology and other industries to help you understand and capitalise on the business opportunities ahead.  

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Rapha

What's in the report?

Dive into the report’s key trends, shaped by sport and leisure innovators and disruptors: 

Fresh Frontiers
New sporting epicentres are emerging that are rerouting sports away from Western capitals to passionate fans across the Middle East, South and South East Asia 

Sport Unveiled
Netflix, social media and docu-series are breaking the fourth wall between athletes and audiences, bringing them even closer together 

Play Pals
Sports’ unique ability to foster camaraderie and friendship has thrust it into the spotlight, especially as loneliness is on the rise across generations 

Diverse by Design
To shred outdated traditionalism, brands are adopting new identities that promote inclusivity and accessibility 

Haute Athletics
As fashion vies for maximum attention athletes, with their enormous global influence, have become a new touchpoint for brands to connect with audiences 

Digital Loyalty
Blockchain and other digital platforms can offer a solution to fans’ growing stakeholder mindset, and offer possibilities to monetise their loyalty

adidas Ultraboost 5, Germany
adidas

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*This is a downloadable PDF report. Please consider the environment before printing.

Game-Changers: The Future of Sports Fandom

‘Learn about the massive transformations the sport sector is undergoing to fuel fandom among the next generation of sport enthusiasts’ 

Simar Deol, foresight analyst, The Future Laboratory 

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Members of our trends intelligence platform, LS:N Global can access the Game-Changers: The Future of Sports Fandom report as part of their membership.

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