Miller Lite has turned the classic beer can into a hybrid TV antenna that allows people to stream live sports directly into their living room. With fans streaming in higher numbers than ever, Miller Lite is piggybacking off the start of the new NFL season with a quirky, creative take on streaming.

With digital channels offering them increased access to their heroes, casual supporters and ‘stans’ alike are embracing novel ways of showing their devotion to celebs and sports teams. How are these passionate individuals forging new cultural tribes and changing expectations of fan interactions?

With sports on standstill to curb the spread of COVID-19, fans are filling the void by generating their own content. From trickshots to humorous tweets, ESPN is granting fans’ wishes to be at the center of the action by promoting user-generated content across its TV and social platforms.

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.