The weekly pilgrimage to a stadium may have defined football fandom in the past, but people nowadays have a breadth of ways to engage in the beautiful game. From ‘dark social’ discussions to artsy magazines, passionate support goes far beyond simply spectating.

The gamification market is flourishing as brands seek to engage potential customers in novel ways. But what do people get out of these ads and campaigns? Canvas8 spoke to Nannan Xi, a researcher at Gamification Group, to learn how different game elements affect consumer-brand relationships.

The way people consume sports is changing. It’s no longer just about grabbing a seat at a bar or at home to watch a game – fans want content throughout the week. DAZN meets this demand, letting subscribers stream live sports and original content on any device for a relatively low cost.

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?