As sports continues its comeback, fans are more than excited for the return. However, the new behaviors brought on by a pause of games has forever changed how fans engage with sports—a phenomenon Horizon Media’s Scout 360 decided to explore.

In the absence of a game or season to rally behind, fans were left to curate their own sports experience, and in this Choose Your Own Sports Adventure fans discovered new ways to explore and express their fandom to meet key emotional needs. With fans taking more control, their experiences became more personalized, impacting what, how and when they engaged. In effect, this redefined their fandom.

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