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Back in the Game

Post-Pandemic Trends & Futures


  • London


  • Marie Stafford

A new report from Wunderman Thompson Intelligence, unpacking post-pandemic trends and futures in global sports.

2020 saw professional sports brought to a standstill, with seasons interrupted and trophies hanging in the balance for months. But while sports have now resumed, nothing is quite the same. The ongoing challenge of combating the coronavirus pandemic continues to drive profound and rapid change in the world of sports.

71% of audiences crave deeper immersion when watching live games.

Deltatre, 2019

Yet this disruption is also compelling the industry to rethink the way it delivers, pressing fast-forward on a host of trends that will also unlock an exciting new era of opportunity for brands.

Digital content and storytelling is powering a new era in fan engagement while emerging technologies are unleashing spectacular and immersive experiences that put fans right at the heart of the drama. Esports and traditional sports will converge, precipitating a host of novel ways to reach new audiences with enriched fan experiences.

Athletes, meanwhile, are extending their already substantial cultural relevance, moving beyond the boundaries of sports. In the era of social, sports stars are harnessing powerful platforms, whether it’s to speak more authentically to their fans or to have their say on issues that matter to them. Sports and athletes now have the potential to be powerful allies for change on a host of fronts, from human rights to sustainability.

Right now, sports are a compelling proposition for brands, offering authenticity and impact alongside connections with passionate fans and a place at the heart of the action.

Download this report to discover the emerging and future trends in sports, as well as the many ways in which brands can leverage the opportunities ushered in by this exciting new era.

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