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 the same. The ongoing challenge of combating the coronavirus pandemic continues to drive profound and rapid change in the world of sport.    

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

Athletes, meanwhile, are extending their already substantial cultural relevance, moving beyond the boundaries of sports, offering the potential to be powerful allies for change on a host of fronts, from human rights to sustainability.

Right now, sports and athletes are a compelling proposition for brands, offering authenticity, connections with passionate fans and a place at the heart of the drama. This report unpacks the key emerging and future trends in sports, and highlights the ways in which brands can leverage the opportunities unleashed in this exciting new era.