The Future of Fandom – Détails, épisodes et analyse

In this special episode, recorded at Meta's London office, LiveLike founder and CEO Miheer Walavalkar sits down with Rob Pilgrim, Head of Sports Partnerships for EMEA at Meta, to explore how the world's largest social media company is helping sports organisations move fans from passive consumption to active, meaningful engagement. From the evolving role of Instagram, Facebook, WhatsApp and Threads in a sports context, to the frontier potential of Meta's Ray-Ban smart glasses, Rob shares candid insights on what it really takes to build lasting fan loyalty in 2026 and beyond. Whether you're a rights holder, broadcaster, or league executive, this conversation cuts through the noise and delivers a practical, forward-looking vision for the future of fandom.

What you'll learn in this episode

>> Why the TV is becoming the second screen - Rob explains how younger audiences, averaging just 17 minutes of daily TV viewing in the UK, are reshaping how sports organisations must think about content distribution and fan engagement across mobile platforms.

>> How to use Meta's platforms strategically - Learn how smart rights holders are using each platform differently to grow audiences, drive traffic, and build community.What separates great sports brands from the rest - Rob reveals the key qualities that define high-performing partners: bravery, authenticity, a willingness to work with creators, and a commitment to connecting digital experiences back to real-life moments.

>> Why owned platforms are non-negotiable - Social reach alone won't build fan loyalty. Rob and Miheer discuss why sports organisations must drive fans to their own apps and digital ecosystems to truly understand their audience and unlock personalised, scalable revenue.

>> The future of the fan experience through smart glasses - Discover how Meta's Ray-Ban glasses are beginning to reshape content creation for athletes and fans alike, and what a world of frictionless, augmented stadium experiences could look like in the years ahead.

Timestamps

00:00 Introduction and welcome

02:30 Rob's path from YouTube to Meta's sports team

07:15 The "shop window" strategy for fan acquisition

14:00 Short-form video as a discovery engine for sport

21:45 WhatsApp communities and deepening fan engagement

29:00 Creator strategy and athlete-led storytelling

36:30 Democratisation of broadcast - clubs as media companies

43:00 Second division French rugby and owned content rights

48:15 Smart glasses, wearables, and the future of live fandom

54:00 What sports organisations should prioritise now

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What do you think?

What's the most underused platform in your fan engagement strategy right now - WhatsApp, Threads, or something else entirely? Drop your thoughts in the comments. We'd love to hear how you're thinking about turning passive viewers into superfans.

Visit LiveLike to discover how you can activate your audience.

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About

Miheer Walavalkar is CEO & Founder of LiveLike, helping leagues, broadcasters, and brands turn passive viewers into active communities. Connect with him on LinkedIn.

Rob Pilgrim is Head of Sports for Europe, Middle East and Africa at Meta. With leadership experience spanning Meta and YouTube, Rob operates at the intersection of content, audience growth, and immersive technology. He works closely with the global sports ecosystem on creator strategy, fan engagement, and emerging formats, with a particular focus on how new t

Maestro has spent nearly a decade pulling the media industry toward a more interactive, personalized future - often years before the market was ready.

In this episode of Future of Fandom, we sit down with Ari Evans, Founder & CEO of Maestro, to unpack his journey from product management to entrepreneurship, and how early lessons from gaming now shape the next generation of sports and media experiences.

Ari shares how freemium economics at Zynga reshaped his thinking around funnels, personalization, and conversion - and why those same principles are finally finding their way into broadcast and streaming. We explore the shift from one-to-many TV to one-to-one digital experiences, the complexity of building across connected TV platforms, and why "just streaming" is no longer enough.

The conversation dives deep into personalized interactive video, cross-platform SDKs, and how AI is accelerating experimentation inside large organizations - from automating graphics and overlays to removing internal coordination bottlenecks. Ari also explains why educating casual fans is the biggest untapped opportunity in sports, how influencer co-streams can drive top-of-funnel growth, and why product-market fit matters more than ever in an AI-first world.

If you care about fan engagement, personalization, and what's next for sports media, this one's for you.

What you'll learn in this episode

>> How Maestro evolved from early interactive livestreams to cross-platform SDKs powering connected TV experiences.

>> Why personalization - not multiview - is the real unlock for increasing watch time and fan loyalty.

>> How gaming principles like funnels and experimentation apply directly to sports and media.

>> The opportunity to turn casual viewers into superfans through education and just-in-time experiences.

>> How AI is removing friction inside enterprises and enabling faster product iteration.

Timestamps

00:00 – Intro & teaser: AI disruption and the gap between small and large organisations

00:26 – Welcome & episode introduction

01:18 – Ari's background: Goldman Sachs, Stanford, and joining Zynga

03:30 – The Zynga lesson: freemium models, whales, and monetising casual fans

07:00 – Building interactive live streams before the market was ready

10:30 – The shift from esports to music to DTC: pivoting to find product-market fit

13:00 – Why streaming only unlocked its real potential in the last two years

15:30 – The case for personalisation: from data collection to actual implementation

19:25 – Cross-platform challenges: TV, mobile, remote vs. phone as primary screen

22:00 – Building for low-power devices and the least common denominator problem

24:30 – The no-code rule builder: automating personalised overlays at scale

26:30 – Early results: personalised graphics and higher click-through rates

28:30 – Multiview: is it data-driven or just table stakes?

31:00 – Where multiview does work: March Madness, Olympics Gold Zone

33:00 – The casual fan opportunity: what's the first-time viewing experience?

35:00 – AI dictating the next video: personalised broadcast at scale

37:00 – The co-streams product: growing top-of-funnel through influencers

38:30 – Building solo with AI: Ari's experience vibe coding the new product

40:00 – Why product-market fit matters more than ever in an AI-accelerated world

41:50 – Liberal arts vs. engineering: why how you think beats how you code

43:00 – Wrap up & outro

Enjoyed the episode? Subscribe, leave a review, and share with others who are passionate about building community-driven fandom!

Visit LiveLike to discover how you can activate your audience. 

About

Miheer Walav

In this special edition of The Future of Fandom, the mics are turned around as hosts Miheer Walavalkar and Samuel Westberg become the guests. They dive deep into how artificial intelligence is reshaping fan engagement, from breaking down organisational silos to launching LiveLike's new AI assistant, Genie. A must-listen for sports and media professionals navigating the future of loyalty and fan data.

What You'll Learn in This Episode

>> Why fan engagement needs to be built brick by brick—not with one-off gimmicks.

>> How AI tools like Genie help sports brands scale content and streamline workflows.

>> The importance of breaking down organisational silos for a unified fan experience.

>> Practical examples of how AI can save time and drive smarter decision-making.

>> The mindset shift needed to adopt AI responsibly and effectively.

Meet our guests

Miheer Walavalkar is the CEO and Co-founder of LiveLike, a leading fan engagement tech company powering billions of interactions for major sports and media brands.

Samuel Westberg is CRO and Co-founder of LiveLike and CEO of LaSource, blending deep sports industry experience with strategic innovation across media and technology.

Enjoyed the Episode?

Subscribe, leave a review, and share with others who are passionate about developing community driven fandom! 

Visit LiveLike to discover how you can activate your audience. 

Connect with Miheer Walavalkar on LinkedIn

Connect with Samuel Westberg on LinkedIn

In this special episode of The Future of Fandom, hosts Miheer Walavalkar and Samuel Westberg sit down with sports media veteran Peter Hutton to explore the evolving business case for fan engagement and gamification. They dive into how fan data, community-building, and interactive experiences are reshaping loyalty, monetisation, and broadcast strategies across the industry.

What You'll Learn in This Episode 

>> Why capturing first-party fan data is essential for monetisation and long-term growth

>> How private equity evaluates sports properties using audience insight and engagement metrics

>> The limitations of relying solely on social media platforms for fan relationships

>> Practical examples of gamification driving deeper fan retention and loyalty

>> Why even smaller leagues and emerging sports must prioritise direct fan engagement

Meet Our Guest

Peter Hutton is a seasoned sports media executive with decades of experience leading major networks including Eurosport and Meta. Now an advisor and board member to global sports organisations, he shares unique insights on the future of fan engagement and broadcasting.

About the Hosts

Miheer Walavalkar is the CEO and Co-founder of LiveLike, a leading fan engagement tech company powering billions of interactions for major sports and media brands.

Samuel Westberg is CRO and Co-founder of LiveLike and CEO of LaSource, blending deep sports industry experience with strategic innovation across media and technology.

Enjoyed the Episode?

Subscribe, leave a review, and share with others who are passionate about developing community driven fandom! 

Visit LiveLike to discover how you can activate your audience. 

Connect with Miheer Walavalkar on LinkedIn

Connect with Samuel Westberg on LinkedIn

Follow Peter Hutton on LinkedIn

In this episode of The Future of Fandom, Miheer Walavalkar, CEO and co-founder of LiveLike, sits down with Bo Han, Chief Commercial Officer at Transmit, to explore the evolving dynamics of live sports consumption and monetisation. Bo shares insights from his journey at Twitter, Buzzer, and now Transmit, diving deep into how real-time fan engagement, personalisation, and streaming innovation are reshaping the sports media landscape. This is a must-listen for anyone passionate about future-proofing fan experiences and monetisation models.

What You'll Learn in This Episode

>> Why real-time attention is the most valuable currency in live sports

>> How Gen Z consumes sports differently—and what that means for engagement strategies

>> The shift from linear TV to streaming and its impact on monetisation

>> The role of AI and personalisation in delivering fan-first ad experiences

>> Why the future of sports media is about scalable, non-intrusive monetisation formats

Meet Our Guest

Bo Han is the Chief Commercial Officer at Transmit, leading commercial strategy for advanced in-stream advertising across digital video. Formerly founder and CEO of Buzzer and Director of Content Partnerships at Twitter, he’s a seasoned executive reshaping the future of live content monetisation.

About the Host

Miheer Walavalkar is the CEO and co-founder of LiveLike, a fan engagement platform powering experiences for global giants like the NBA, UEFA, and FOX. He’s a recognised industry leader transforming how audiences interact with content in real time.

Enjoyed the Episode?

Subscribe, leave a review, and share with others who are passionate about developing community-driven fandom! 

Visit LiveLike to discover how you can activate your audience. 

Connect with Miheer Walavalkar on LinkedIn

Follow Bo Han on LinkedIn

Kara Baker, Senior Director at TMRW Sports, joins Miheer Walavalkar, CEO and co-founder of LiveLike, to unpack how TGL (Tomorrow's Golf League) is redefining digital fan engagement. This new indoor golf league created by Tiger Woods and Rory McIlroy crafts immersive experiences to monetising user journeys, and Kara shares what it takes to build a next-gen sports league for younger audiences. Discover the strategies behind TGL's explosive debut and what's next for community-driven fandom.

What You'll Learn in This Episode

>> Why TGL prioritised education and user data in its launch season
>> How cross-team collaboration fuels TGL’s digital success
>> The framework Kara uses to filter innovation by value and impact
>> How fan engagement functions as an evolving ecosystem, not just features
>> TGL’s strategy for converting unknown users into loyal advocates

Meet Our Guest

Kara Baker is Senior Director of Digital Product and Operations at TMRW Sports. With a background spanning NBC Sports and digital strategy, Kara is pioneering tech-driven sports entertainment that meets the expectations of today’s fan.

About the Host

Miheer Walavalkar is the CEO and co-founder of LiveLike, a fan engagement platform powering experiences for global giants like the NBA, UEFA, and FOX. He’s a recognised industry leader transforming how audiences interact with content in real time.

Enjoyed the Episode?

Subscribe, leave a review, and share with others who are passionate about developing community driven fandom! 

Visit LiveLike to discover how you can activate your audience. 

Connect with Miheer Walavalkar on LinkedIn

Follow Kara Baker on LinkedIn

Today on The Future of Fandom, we present the finale for our 2022 run of episodes. And hey, what good is a finale without a little Firework show? On this episode, we explore how Firework envisions the future of truly connected community-based live commerce in partnership with their Chief Business Officer, Jason Holland.

Jason thinks like a modern content creator. From a long form, he builds for the short. Discarding the text and display of the past, he sees live and short-form video as the way forward, the only way forward. Since he joined two and a half years ago, the business has taken off like a rocket and exploded onto the scene, boosted by partnerships with major retailers and tech titans in their ranks, and we'll explain more about that in the interview. Today, we'll also discuss how next-gen consumers are embracing live commerce, the future of commerce in Web3, and his vision for an optimal community-driven experience where every voice has a voice.

Jason will more than likely have a hand in the future of the way you shop. So, let's finish the year with a bang and predict the future with Firework and Jason Holland.

Check out The Future of Fandom, a podcast by LiveLike, wherever you get your podcasts. We hope that you become a fan!

Join the podcast! https://livelike.com/podcast/

Learn more about LiveLike: https://livelike.com/

Follow on LinkedIn: https://www.linkedin.com/company/livelike/

Follow on Twitter: https://twitter.com/LiveLikeInc

Hosted by Adam Conner.

The Future of Fandom is powered by Authentic Avenue.

Today on The Future of Fandom, we serve up an open conversation about tennis. On this episode we explore how the US Tennis Association, or USTA, is crafting brand love (get it?) for next-gen fans in partnership with their Chief Brand Officer Amy Choyne.

Amy's been a lifelong tennis fan. She's attended the US Open ever since she was four. And in 2016, after various tenures stewarding brands across fashion and retail, she got the chance to serve at the helm of the sport she's loved ever since she could hold a racket. A little over six years later, Amy reflects on that time with me today and speaks about how fan engagement has evolved in that time and what she's excited about moving forward.

We also touch on topics like the growing intersection between elite athletes and social voices, the difference between sports fans and fans of other industries, and just a little bit about pickleball.

Let's predict the future with the USTA and Amy Choyne.

Check out The Future of Fandom, a podcast by LiveLike, wherever you get your podcasts. We hope that you become a fan!

Join the podcast! https://livelike.com/podcast/

Learn more about LiveLike: https://livelike.com/

Follow on LinkedIn: https://www.linkedin.com/company/livelike/

Follow on Twitter: https://twitter.com/LiveLikeInc

Hosted by Adam Conner.

The Future of Fandom is powered by Authentic Avenue.

Today on The Future of Fandom, we get out on the pitch ahead of the World Cup. On this episode we got to sit down with US Soccer to think through their approach to a domestic football fandom, basing the frenzy of international action coming up this winter. And we got to do it through David Wright, who is their Chief Commercial Officer.

Did you know that there is more soccer content consumed in the US than any other country around the world? As David can tell you directly, the sport has seen explosive growth over his roughly 20 years of experience with it. And its rise is only continuing to ascend.

You'll learn how that's impacted his tactics and approach to the newest generation of fan, the ways in which they innovate, and their plans for 2023 and onward. We also touch on how US Soccer has led the charge in equitable pay and treatment between its men's and women's teams and how it can hopefully serve as a model for other sports. So let's kick it off -- finally, that wordplay makes sense! -- and predict the future with US Soccer and David Wright.

Check out The Future of Fandom, a podcast by LiveLike, wherever you get your podcasts. We hope that you become a fan!

Join the podcast! https://livelike.com/podcast/

Learn more about LiveLike: https://livelike.com/

Follow on LinkedIn: https://www.linkedin.com/company/livelike/

Follow on Twitter: https://twitter.com/LiveLikeInc

Hosted by Adam Conner.

The Future of Fandom is powered by Authentic Avenue.

Today on The Future of Fandom, we get to read a few pages from a sportsbook via a content juggernaut. On this episode we look at PointsBet and the way it innovates within revenue-driven content to grow a responsible diehard following. Joining us on the show will be their Senior Vice President of Content, Liam Roecklein.

This isn’t Liam’s first rodeo when it comes to shaking up an industry via content approach. He was previously the first content hire at Cheddar, and saw the brand through its ascent to the pinnacle of financial media. Now, he’s turned his sights to sports gambling as the next space well worth disrupting, and on the show Liam explains how they do that with a “Thrill Bill” mentality.

We also talk about how they differentiate their content experience across acquisition platforms to win on social and how to win the newest generations of sports fans, who are increasingly fanatic about individual players rather than teams.

Seeing as sports gambling is legal in just 12 states in the US, the fandom yet to come isn’t just fantasy – it’s real and it’s right now. So let’s predict the rest with PointsBet and Liam Roecklein.

Check out The Future of Fandom, a podcast by LiveLike, wherever you get your podcasts. We hope that you become a fan!

Join the podcast! https://livelike.com/podcast/

Learn more about LiveLike: https://livelike.com/

Follow on LinkedIn: https://www.linkedin.com/company/livelike/

Follow on Twitter: https://twitter.com/LiveLikeInc

Hosted by Adam Conner.

The Future of Fandom is powered by Authentic Avenue.