A New Era: Sport x Culture

HOW BRANDS MUST EVOLVE THEIR SPORTS STRATEGY TO KEEP PACE WITH CULTURALLY-LED AUDIENCES IN 2021

COVID-19 HAS CHANGED THE WORLD, LEAVING AN UNDENIABLE IMPACT ON SPORT.

Competitions have been cancelled, stadiums closed and broadcasters starved of sport as we know it. Sadly, many leagues and competitions are postponed until next year and the sporting calendar will continue to evolve as more developments are announced.

Fans are craving the opportunity to scream, shout and (maybe one day) hug whilst watching sport. According to our Fan Intelligence Network, when things do return to ‘normal’, they expect brands to behave differently.

Entering into a new era where sport and wider culture will merge like never before, brands that lead the way must evolve to keep pace with culturally-led fanbases in 2021.

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