The IMG Digital Trends report has become a staple of the new year, like taking down your decorations and talking up your resolutions.

And this line from the 2025 edition caught our eye:

"When presenting an opportunity to engage with a player personally, there is no artificial workaround. Fans still demand and expect authenticity."

This chimes with us because the new year will herald new digital HQs for our contracted athletes and celebrities.

What do these digital 'homes' deliver for our icons?

- the chance to have candid conversations with genuine fans

- forge deep connections and create loyalty

- bypass the gauntlet of abuse they receive when posting on social

- unlock monetisation for themselves instead of third-party platforms

And what do the fans get?

- the access and authenticity they crave

- a chance to connect in a safe, unique and official fan community

- a voice to influence and interact with content

- access to rewards, prizes and merchandise

- a curated experience that reduces the 'noise'

We're excited about making a big splash with our athletes and celebrities in 2025.

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