In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Sports have long been central to American culture and identity, and being part of a fan community is often integral to people’s social lives. After tracking the values of sports fans in our Travel and Leisure Sector Snapshot, Canvas8 polled nine Americans to find out more.

Armchair sports fans have long shouted at their screens thinking they know which plays, players, and moves should be used. Fan Controlled Football gives fans the power to make those calls. Streamed live on Twitch, FCF is an interactive experience where users have a direct impact on their team.

Bolstered by growing internet penetration and a youthful population, Nigerian football culture is thriving. With the sport a source of huge local pride and inspiration, modern-day fans are finding new ways to gamify viewing experiences and connect with fellow supporters.

At a time when physical shows are impossible, people are relying on digital platforms to get their luxury fashion fix. For fans of Burberry, a collaboration with Twitch to live-stream its SS21 show is an open invitation to be part of the story and a potential prototype for future luxury launches.