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.

Premier League football club Liverpool has announced their foray into the world of TikTok, becoming the first football club in the UK to do so. The move comes as they look to use the app's growing ubiquity among global users to connect with their younger fanbase.

Google has launched a new digital platform called Stadia, which allows users to stream and play high-quality games anywhere. Doing away with the need of a physical console, Google is seeking to move the current e-gaming trend to a spectator sport, promoting seamless viewer participation.

Traditionally relegated to the role of casual or soft, female fans have long been marginalised. As interest in women's sports grows, will the industry start catering to them? Canvas8 spoke to sports expert Dr. Stacey Pope to find out why female fandom represents such an exciting opportunity for brands.