Sports fans are returning to stadiums after many months of cheering on their teams from home. But how can teams and their sponsors best engage supporters? Canvas8 spoke to Dr. Jessica Richards about the importance of fan zones and creating the perfect match day experience.

The Premier League, one of the world’s most-followed football institutions, has returned for the 2021/22 season after a tumultuous 18 months that has encompassed COVID-19 shutdowns, pitch activism, and fan revolt. The game and its fans are changing, but in which direction remains to be seen.

European football has been plunged into shock as 12 of the biggest clubs in Europe released their plans to form a breakaway European Super League. As reports reached the public and footballing authorities, many have been quick to defame the proposal as one that smells of corporate greed.

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?