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?
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Scott Field is the director of communications at the British Olympic Association. He joined just before the Rio Olympics in 2016, prior to which he was head of media relations at the Football Association, where we worked from 2009 after previous roles at Watford FC, West Bromwich Albion FC, and the BBC.
Drew Crisp is the SVP for digital marketing, media, and tech at Liverpool FC, where he’s helped launch the club’s TikTok account and YouTube Premium channel.
Kate Carter is a writer, journalist, presenter, editor, and brand consultant. She covers all lifestyle subjects, with a particular focus on health and fitness, and has written for The Guardian, Observer, Independent, Runner's World, Lonely Planet, and many more. She also presents for the Running Channel and gives regular seminars for Guardian Masterclasses.
