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.

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.

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.

Headlined by the Paris Olympics, 2024 is set to be a big year for sports. With fandom now associated with digital engagement just as much as physical attendance, Canvas8 spoke to Nataliya Bredikhina, an assistant professor of sport management, to unpack the opportunities for brands and marketers.

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?