The competitive landscape for finding and engaging consumers is now one, vast, and various. Behaviours, attitudes and habits are changing, creating overlaps between spaces that were previously seen as much more distinct.

These overlaps and collisions are creating new opportunities for sports organisations, major brands and the entertainment sector.

But where exactly are these spaces of opportunity and why are they opening up? Those are the questions that served as the starting point for this new report, which aims to take a step back and pinpoint a few of the most influential societal trends impacting these sectors.