The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Nike has launched a campaign starring Canadian footballer Alphonso Davies that highlights the stories of refugees. It speaks to the millions of forcibly displaced people around the world and contributes to discussions around the Qatar World Cup and the increasing political influence of sports.

Budweiser is leaning on footballing legacies as part of a campaign that marks 100 days until the start of the 2022 Qatar World Cup. With criticism swirling around the event, focusing on football gives brands an opportunity to spark joy, even among fans frustrated by how the sport is governed.

With interest in women's sports surging, brands are doubling down on their commitments to diversify the sporting landscape. In recognising the power of defining sporting moments, and launching initiatives to boost inclusivity, Adidas is embracing a new era of sports participation and fandom.

With so much buying power and influence emanating from Gen Zers, sports organizations and brands are evolving how they interact with viewers. With attention spans proving a challenge for those looking to engage young people, how is the sports industry reaching this audience?