With the World Cup happening in November this year, we know that classic fandom behaviors are set for a wintery twist. But beyond seasonal differences, fandom transformations are gaining pace. New markets, Web3 community and new collector culture means football fandom is being played on new terrain. So who are football’s freshest fan types? And what subcultures are shaping the future of football?
Hannah Elderfield is Director of Insight at Canvas8. With over a decade of experience in understanding human behavior, she helps global brands and businesses - from Nike and RE/MAX, to Google and Fidelity - uncover and leverage human truths to drive more strategic decisions. She is also an award-winning analyst and author of Canvas8's first inaugural “Science Of” book which translates learnings from academia into real-world actionable insights.