The majority of Americans claim to be sports fans, often feeling a deep connection to their favorite teams and players. However, fandom isn’t necessarily forever, especially in a sociopolitically polarized landscape. Canvas8 spoke to eight sports fans about what factors impact their support.

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?

A survey has shown that bettors are more likely to be engaged with sports beyond spectating – fueling a conversation about a contentious pastime. As fandoms become more fervent, there's a call for a balance between engagement in sports and safeguarding people from the dangers of gambling.

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.