COVID-19 may have hit pause on live sports fixtures, but fans in the US are still consuming copious amounts of sports content. From archived footage to esports tournaments, the pandemic is forging novel sports experiences, and new opportunities for brands to connect with fans.

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.

In mid-2020, a new influencer popped up across social channels. She amassed a large following in just a couple of months, thanks to her interest in League of Legends – but she isn’t real, she’s one of an increasing number of avatars being used by companies to promote their products.

Armchair sports fans have long shouted at their screens thinking they know which plays, players, and moves should be used. Fan Controlled Football gives fans the power to make those calls. Streamed live on Twitch, FCF is an interactive experience where users have a direct impact on their team.