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30 Apr 2024

Sports’ New Cultural Codes

The Olympics, Euros, T20, Pickleball, women’s college wrestling, WWE on Netflix – a lot’s going on in the sporting sphere, and this summer is shaping up to be a bumper season for fans. Over the next few months, we’ll see the key ways in which sports fandom is changing, how these changes express themselves, and how people engage on new terms – whether that’s seeing sport as an anchoring point for meaning and community, as a way to reaffirm one’s true self, or as a conduit to dip in and out of other pop culture moments. Tune in for our first Canvas8 radio feature for a session that explores the new cultural codes at the heart of the sporting space and to understand how you can leverage these shifts in your longer-term strategy during the sports boost we’ll see in the months ahead.

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