The Race for the Next Fan - why brands can’t afford to ignore young audiences

Written By Becky Hipkiss

The Race for the Next Fan explores how sports brands, rights holders and governing bodies can build lasting fandom in an increasingly competitive attention economy.

Drawing on youth audience insight, cultural trends and We Are Futures' experience working across sport, the report challenges the idea that young people are simply future customers, revealing why value starts today, how fandom is shaped by the wider ecosystem around young people, and what organisations can do to create deeper, longer-lasting fan relationships.

Download the report below to discover the three principles shaping the next generation of sports fandom.

We explore:

  • Why the race for the next fan starts much earlier than most organisations think

  • How young fans create value today, not just in the future

  • Why fandom is built through ecosystems, not platforms

  • How to move audiences from awareness to allegiance

  • Three principles for creating and sustaining long-term fandom

Simply fill out the form below to access the report.

Becky Hipkiss
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