Sports have long been central to American culture and identity, and being part of a fan community is often integral to people’s social lives. After tracking the values of sports fans in our Travel and Leisure Sector Snapshot, Canvas8 polled nine Americans to find out more.

Formula One is experiencing mass appeal among new audiences thanks to a renewed focus on its digital presence. After a successful docuseries and drivers making themselves available on platforms like Twitch, what can other sports learn from its digital savviness and popularity resurgence?

Sports fandom is changing rapidly as a new, younger audience looks beyond athletic prowess when picking which teams and stars to support. How is the NBA setting an example for how organisations can engage with social justice? And how might Gen Z’s expectations impact the future of the game?

Traditionally relegated to the role of casual or soft, female fans have long been marginalised. As interest in women's sports grows, will the industry start catering to them? Canvas8 spoke to sports expert Dr. Stacey Pope to find out why female fandom represents such an exciting opportunity for brands.