Kathryn Morrisby is a writer and researcher. She has worked with academics, semioticians and anthropologists for household brands like EE, Kingsmill and Cancer Research UK.

People expect products and services that feel made for them

Personal Worlds

People are constructing meaningful collectives 

World Builders

Dr. Rui Biscaia is a renowned fan-engagement researcher and senior lecturer at the University of Bath. With over 50 peer-reviewed articles to his name, Biscaia’s main research focus is on bridging sports consumers, organisations, athletes, and sponsors. He has co-authored two books, co-edited one sport management textbook, and serves as an associate editor of 

United States

Media and Entertainment

Live broadcasts and events

Sports

The Athletic

USA Today

Los Angeles Times

Sportsnaut

Canvas8

Spectrum Local News

Sponsorpulse

YouGov

Morning Consult

Interview with Dr. Rui Biscaia conducted by the author

The Guardian

Weird Marketing Tales

With some clever rule changes, a more immersive stadium experience, and a little bit of Hollywood hype, the XFL has been relaunched as a springtime American football league. Will it be able to respond to the emergence of hybrid fandoms and learn to engage new audiences both online and IRL?