For the eighth series of MTV’s reality show Are You The One?, the drama-filled fun came with an important social message. By featuring an entirely sexually fluid cast, the network offered a nuanced portrayal of LGBTQ dating in 2019 and boosted media representation for this oft-sidelined group.

2020 rewrote the rules on what it means to be a fan as many of the IRL focal points of shared passions – such as live events – were put on an indefinite hiatus. In this Spotlight on Fandom, we explore what it means to be a fan in 2021 and how brands can connect fans to the things they love.

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?

A subscription-based platform catering to those interested in women’s sport, Glorious is exploring all aspects of female athleticism, with a high production value and content that spans niche and popular interests. It’s tapping into a seldom-served part of the market: lovers of women’s sport.