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1、The Changing Face of Fan PassionsHow brands and rights holders can play in the new era of engagementSport is now culturePART IOnce the domain of a traditional fan base whose passion was the defining feature of a sporting occasion,sports leagues,teams and athletes now find themselves with outsized in

2、fluence.In an era of accelerated growth,the sports industry,the worlds games,and those who play them transcend stadiums and events,with a wider world of fans driving new waves of culture,conversation,and increasingly,economies.Global spend on sports media rights broke the$60bn barrier in 202401,with

3、 broadcasters and streamers competing to capture a share of premium rights as sporting events represent one of the last and by far most reliable appointments to view among linear content and live audiences.These are rare,shared moments in a world of media fragmentation,where consumers now opt for on

4、-demand and individual convenience.As Googles Sundar Pichai noted during the last World Cup,“it was like the entire world was searching about one thing!”02The increased investment in sports media alongside the soaring valuations of teams and leagues has placed a premium on sports rights.The value of

5、 sports sponsorships,estimated at$105.47bn in 2024,is expected to grow with an annual rate of 8.73%,reaching$189.54bn by 203003.With its unique mix of adrenaline-fueled competition,shared community,personal stories,and cultural spectacle,sports culture lies at the heart of this drive.The explosion o

6、f unofficial media spaces and the digital democratization of creator content have transformed sports culture,attracting younger,more diverse SPORTS IS NOW ON THE CENTER STAGE OF CULTURESPORT IS NOW CULTUREBut getting it right is new terrain.Brands,teams,and leagues vary in their effectiveness at act