As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Some Brazilian football fans are eschewing the famous yellow jersey of their national team amid a growing association between the strip and the country’s far right. Political tensions are ratcheting up in advance of Brazil's general election, with football acting as a cultural flashpoint.

Despite football fandom ever-increasing and diversifying, the beautiful game still struggles when it comes to inclusivity. With fans expecting clubs, associations, and brands to provide more equitable and inclusive spaces, EFL has launched an updated equality, diversity, and inclusion strategy.

Overtime Elite is a league for top amateur basketball talent that hopes to make it pro. It's providing an alternative route for athletes to break through into the NBA, while also changing the way Gen Zers engage with sports and fandom through its focus on content creation for social media.

As fandom evolves in the UK and people seek greater levels of participation, are clubs doing enough to align with their supporters’ values? After investigating this in our Travel and Leisure Sector Snapshot, Canvas8 polled nine Britons to understand what sport means to them.