We Are Social’s report reveals the cultural trends shaping sports fandom across APAC

We Are Social, the socially-led creative agency, has released a new sports report, Winning Fans & Feeds in APAC, to help sponsors, rights-holders, marketers and broadcasters in the region understand the cultural trends driving the evolution of sport and fandom.

In 2026, multiple major sporting events will take place locally and across the globe. More than half a billion people across APAC are expected to engage with sport as a result, generating around 10.8 billion conversations online. Winning Fans & Feeds in APAC highlights the key cultural trends driving sport’s evolution, the way they impact fandom, and how brands can engage to win fans and feeds in the new era of social-first sports entertainment.

With the landscape of sport evolving at pace, the report identifies four shifts brands should be aware of to capitalise on the moment:

1. Energy in the intersections: Sport is becoming a shared global resource for infinite cultural remixing, and the outputs spread like wildfire on social media. Deep subcultures and niches are fuelling cultural products of their own in fashion, music and art by creating crossover moments and movements between sport and culture.

2. Entertainment in the algorithm: Sport is becoming equal parts entertainment and performance, with new distributors and platforms contributing to emerging fandom habits. As Netflix gets more involved in sports, fandom is being sparked not only from flagship reality and docu-style television, but even TikTok. Now, sports content and characters are spinning off from the anchor events of games themselves. This shift has elevated athletes as “main characters.”

3. Women in the driving seat: Women are taking centre court in this next chapter of sports, driving new fandoms, models for engagement, and social storytelling. Female fandom is booming – carving out space in traditionally male-dominated sports, and sparking entire businesses and communities built around a new and underserved audience.

4. Identity in the divide: Sports fandom and experiences are bifurcating. At one end of the spectrum is luxury, prestige and signalling, and at the other, grassroots, fan-first belonging for “real fans”. As tentpole events become a hotter and hotter ticket, fans focused on the community are developing their own events without all the trappings of an increasingly affluent customer and “luxury” experiences.

In addition to outlining four key trends shaping sport across APAC, the report introduces We Are Social’s proprietary Fandom Fabric methodology, including sport-specific brand archetypes designed to help marketers refine their strategies and maximise fan engagement.

Says Suzie Shaw, APAC CEO at We Are Social: ”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. Winning Fans & Feeds in APAC is rich with insight about how brands can meet fans where they live, online and in culture.”

Winning Fans & Feeds in APAC was compiled by We Are Social’s Strategy and Research & Insights team in the region, with guest contributor Grace Gordon.

Download the full report now on We Are Social’s website.