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1、The New Playbook of Sports Fandom2025Sports Fandom 2025Table of contents03Key Takeaways06Splitting the Uprights:Two Fan Ecosystems14The Screen Pass:How Fans Watch Now21Skin in the Game:The Impact of Sports Betting28Scouting Report:The Up-and-Comers37Adjusting the Game Plan:How Legacy Sports are Evol

2、ving45Calling the Right Play:The Future PlaybookWhat You Need To KNowKey TakeawaysPick Your EcosystemThe days of a monolithic sports fan are over.The market has split into two distinct ecosystems,and your media spend must align with the specific demographic you need.If your brand targets high-income

3、 homeowners and Gen Xers,double down on the Legacy Ecosystem(NFL,MLB)via traditional broadcast and linear TV.If your brand needs to reach Gen Z,multicultural audiences,or women,you must pivot to the Growth Ecosystem(NBA,WNBA,Soccer,F1)using digital-first,social-led campaigns.Capitalize on the Should

4、er Programming OpportunityValue is no longer concentrated solely in the live game broadcast;its unbundled across the 24/7 ecosystem.Shift budget away from expensive 30-second live spots and invest in shoulder programmingdocu-series,behind-the-scenes social clips,and highlights.The Drive to Survive e

5、ffect proves that narrative storytelling is a critical gateway for fan acquisition,with 42%of Americans trying a new sport specifically because of a docu-series.What You Need To KNowKey TakeawaysInvest in Growth Stock Sports While legacy sports are expensive and saturated,up-and-comer leagues offer

6、high growth,desirable demographics,and lower entry costs.Secure partnerships with the WNBA(avid fandom up 65%),the PWHL(young,diverse,sponsor-receptive),or Lacrosse(PLL social impressions up 52%).These audiences are growing faster than legacy bases and are actively looking for brands that support th