Sports fandom is changing as people pursue closer connections with athletes online and stream highlights rather than watching live. But how are these shifts impacting the ultimate appointment sports event – the Olympics? What exactly do fans want to see from brands around the Games?

Brands have played an important role in maintaining a sense of normality throughout 2020. But with many events paused and daily routines upheaved, connecting with audiences has been challenging out of the home. How can brands adapt partnerships and messaging to shifting habits and values?

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?

In the Pressing Play Deep Dive, we explore the shifting entertainment habits and expectations as a result of COVID-19, and examine how technology has become central to keeping people connected to what they love. What does this mean for the evolution of sports and entertainment?