“Stop Calling it ‘Weird’: The New Era of Global, Socially-Connected Sports Fandom” | by Michael Cohen | Jul, 2023

After reading the insightful article on Morning Consult titled “Weird, Unpolished Sports Content Is Thriving on TikTok,” it’s clear that we need to reframe our perspective on the evolution of sports content. The article, which is well-researched and thoughtfully presented, highlights the growing influence of TikTok in the sports industry. However, it’s time we stop referring to this new wave of sports content as “weird” or “unpolished.”

The rise of platforms like TikTok represents a shift in the sports fandom landscape. Today’s fans are global, digitally native, and socially connected. They are not bound by regional loyalties or traditional broadcast mediums. Their fandom is as diverse and dynamic as they are.

This new generation of fans craves authenticity and engagement. They value raw, behind-the-scenes content that offers a closer connection to their favorite teams and athletes. This isn’t “weird” or “unpolished” content; it’s real, relatable, and resonates with the evolving tastes of modern fans.

The article rightly points out the potential growth areas in the sports industry, such as influencer marketing, the creator economy, and e-commerce on platforms like TikTok. These developments present exciting opportunities for sports entities to connect with fans in unprecedented ways.

So, let’s shift our language and our mindset. Let’s celebrate the evolution of sports content and the diverse, global, and socially connected nature of modern sports fandom. The future of sports is not “weird” or “unpolished” — it’s authentic, engaging, and global. And it’s here to stay.