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?

Once considered to be violent, overly macho, and niche sporting experiences, combat sports such as boxing and MMA are becoming more and more popular. As people become increasingly stressed, they’re looking for a physical release. How can brands make the most of these experience hunters?

Women’s tennis is the most high-profile female sport in the world, with pro players earning more prize money and media attention than other female athletes. But what makes tennis so different from soccer or basketball for women? And how can other sports expand their appeal?

Why do healthcare teams and patients need better ways to communicate? How is exercise entering the home? And what’s the impact of open discussions around menstrual health? In this part of the 2020 Expert Outlook, we speak to three experts about the ways people are taking care of themselves.