Community & Culture

Sport is a major catalyst for community, bringing people together for essential human connection that is often lacking in modern life.

This connection is evident not only in the local communities surrounding sports clubs, as powerfully brought to life in the Welcome to Wrexham series, but also within subculture communities that spin-off, focusing on specific elements of the culture.

Having a full awareness and understanding of the communities, both direct and indirect, big and small, surrounding sports is essential for operators, rightsholders, and partners to connect in ways that are truly in tune with the culture.

  • Local Community Engagement: Clubs and leagues investing in community outreach programmes, such as youth sports initiatives and social inclusion projects

  • Partnerships for Community benefit: Increased collaboration between sports organisations and local businesses to support the economic well-being of communities

  • Local heart, global pulse: Clubs and sports organisations using the local heartbeat as a platform to connect and embrace broader communities worldwide.

  • Subculture Communities: Niche communities are forming around specific sports, athletes, or adjacent aspects of sports culture, creating vibrant and passionate subcultures.

Future Outlook:

  • Development of digital tools and platforms to connect global fan communities and facilitate cross-cultural exchanges

  • Increased partnerships between sports organisations and educational institutions to promote lifelong learning and skills development

  • Continued growth of grassroots sports initiatives, empowering local communities to take ownership of their sporting experiences

Examples: