For NFL fans, tailgating is as much part of the event as the game itself. But that sense of belonging is being lost due to the pandemic, as games take place in empty stadiums. Pepsi’s ‘Tailgate in a box’ aims to help fans recapture the pre-game feeling of collective ritual from the comfort of home.

Watching basketball legends shoot hoops in their backyards might not have been the start to the season that fans envisioned, but as the pandemic cancels all fixtures, sports leagues such as the NBA are finding dynamic ways to reach their fans and keep them engaged throughout lockdown.

With most live games cancelled and major international tournaments postponed, many sports fans sought out digital alternatives while COVID-19 kept them in their homes. As lockdown measures end and play resumes, which elements of virtual fandom are likely to stick around post-pandemic?

Whether it’s going down to the local soccer field, shelling out to see a big competition, or even just switching on the TV to catch the game, watching sports is a big part of Americans’ lives. Canvas8 polled 3,789 Americans and spoke to eight people to find out what gets them into professional sports.