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?

Live sports fixtures may be returning to screens but visions of empty stadiums are sucking some of the atmosphere out of sports-viewing. As leagues look to re-engage fans and restore normality to broadcasting, Major League Baseball is introducing 3D avatar fans to fill empty seats.

Game attendance may be in decline, but sports fans are still as passionate and engaged as ever. Whether it’s live-streaming a game or following a team on TikTok, there are so many ways to be a fan. Canvas8 spoke to sports psychologist Dr. Dan Wann to understand how sports fandom is evolving.

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?