The future of sports, like entertainment writ large, is diversifying, stratifying and fragmenting. In this issue of What the Future, Ipsos explores how we will consume sports in the future. Sports fandom is becoming even more interactive and crossing many platforms. Read on to see the changing roles that the worlds of collecting, engaging with brands and betting will play in how we engage with the teams and players we love — even if someday those players are virtual, not human.

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