We Are Social, the socially-led creative agency, has released a new report exploring the future of sports and fandom across the Asia-Pacific region. Winning Fans & Feeds in APAC highlights the cultural forces reshaping how audiences connect with sport and how brands can engage in a new, social-first era of sports entertainment.
The report comes ahead of a packed 2026 sporting calendar, with more than half a billion people across APAC expected to engage with sport and generate an estimated 10.8 billion online conversations. It offers guidance for sponsors, rights-holders, marketers and broadcasters navigating this evolving landscape.
Four key shifts driving fandom
The report identifies four major shifts shaping the future of sport in the region:
Energy in the intersections: Sport is now a shared cultural resource, crossing into fashion, music and art. Online communities and niche subcultures are remixing sporting moments into creative movements that spread rapidly across social media.
Entertainment in the algorithm: Sports content is increasingly defined by entertainment and performance. As streaming platforms like Netflix and TikTok fuel new forms of fandom, athletes are becoming the “main characters” of broader cultural stories beyond the field of play.
Women in the driving seat: Female athletes and fans are reshaping sports culture, building new communities and business models. The report notes a surge in female fandom and storytelling that challenges traditional, male-dominated sports spaces.
Identity in the divide: Fandom is polarising between luxury-driven experiences and grassroots authenticity. While major events become prestige spectacles, local communities are creating their own fan-first, accessible alternatives.
Methodology and brand guidance
The study introduces We Are Social’s proprietary Fandom Fabric methodology, which maps emerging fandom behaviours and outlines sport-specific brand archetypes designed to help marketers refine strategy and engagement approaches.
Suzie Shaw, APAC CEO at We Are Social, said the report reflects a shift in how fans participate in the culture of sport. “Across APAC, fans are no longer just spectators. They’re also collaborators in the culture of sport. Whether it’s turning matches into viral social moments or celebrating the women who are changing the game, fandom here is vibrant, fast-moving and deeply connected.” she said.
Compiled by We Are Social’s Strategy and Research & Insights teams across the region, the report also features insights from guest contributor Grace Gordon.