As social media becomes less accessible to younger audiences, sports organisations must rethink how they inspire the next generation of fans. Moe Hamdhaidari, Director of Content at Two Circles, explores why the future of fandom depends on creating meaningful journeys into sport, not just capturing attention.

The way sport finds its next generation of fans is changing. For years, social media has acted as the default discovery engine for young audiences, connecting them to teams, athletes and moments that shape lifelong loyalties. But with the UK set to follow Australia in restricting social media access for under-16s, that pipeline is narrowing. Sports organisations now face a fundamental challenge: how do you build the fans of tomorrow when the platforms you have relied on to reach them are no longer guaranteed?

For much of the last decade, sport has relied on digital platforms to help create its next generation of fans. Social media didn’t just become another marketing channel. It became one of the primary gateways into fandom. That assumption is now being challenged.

Following Australia’s lead, the UK has announced plans to introduce restrictions on social media access for under-16s. Similar debates are emerging elsewhere. Whatever the final shape of regulation, the direction of travel is clear: policymakers, parents and regulators are becoming more cautious about the role digital platforms play in children’s lives.

For sports organisations, this raises a critical question. If the traditional routes to discovering and engaging young audiences become more restricted, how do you continue building the next generation of fans?

The answer is not less investment in younger audiences. It’s more intentional investment. 

Over the last several years, sports properties have experimented with new approaches to youth engagement. From animated content series such as Juventus’ Team Jay and Wimbledon’s Blade and Bounce to immersive Roblox experiences from FIFA and the ICC, rights holders have recognised that attracting Gen Alpha requires meeting young people in the environments they already inhabit.

Broadcasters have embraced the same thinking. Alternative broadcasts featuring SpongeBob SquarePants, Toy Story, The Simpsons and other household well-known IP have transformed live sport into entertainment experiences designed specifically for younger audiences. These initiatives are not simply novelties. They are attempts to make sport more accessible, understandable and culturally relevant.

What unites the strongest examples is a simple principle: attention is not the end goal, the real challenge is conversion.

Generating millions of views, game visits or social impressions only matters if those interactions become something deeper. The most effective Future Fan strategies are focused on turning digital engagement into fandom, participation and long-term affinity.

If algorithm-driven discovery becomes less reliable for younger audiences, sports organisations will need to think differently about audience development. Owned platforms, broadcast partnerships, family-friendly content ecosystems, editorial strategy, physical products and licensing opportunities all become more strategically important. A children’s section of a website, a Roblox experience, or a trusted broadcast partnership may increasingly become the first step on the journey to fandom. Panini is perhaps the strongest example. In 2024, the company generated €750 million in revenue, with 40% of collectors now adults, highlighting how a product once aimed at children has become a genuinely cross-generational ritual.

Importantly, this shift should not be viewed as a threat. It plays to sport’s greatest strength.

Unlike most entertainment products, sport is inherently cross-generational. Parents and children can watch, discuss and experience it together. As parental trust becomes an increasingly important factor in media consumption, sport’s ability to create shared experiences becomes a competitive advantage.

That opportunity comes with responsibility. Digital engagement cannot be the destination. It must be the doorway. The most successful Future Fan strategies will use digital experiences to spark curiosity, inspire participation and encourage real-world action. They will motivate young audiences to play, attend, collect, learn and belong.

No single platform or technology will define the future of youth engagement. Roblox worlds, animated characters, alternative broadcasts, gaming experiences and short-form video all have a role to play. Their success will ultimately be measured not by the attention they generate, but by what happens next. The organisations that thrive will be those that balance creativity with purpose. Those that use digital environments to create meaningful connections rather than endless consumption.

The goal hasn’t changed: create the next generation of fans. The route there is shifting from capturing attention to creating belonging. 

The strategic question for every organisation looking to grow the next generation of fans is a simple one: if social platforms are no longer the first touchpoint, what should be? This is a question that will be answered by intentionally designing the journey into fandom.