How Sport, Technology and Culture Are Reshaping Fan Engagement | Kahlen Macaulay , Snap
What does it take to keep the next generation of sports fans engaged?
In this episode of The Business of Marketing, John Horsley sits down with Kahlen Macaulay, Head of Sports, Media & Partnerships International at Snap, to explore how technology is transforming the way sport is produced, distributed and experienced.
Drawing on leadership roles at the International Olympic Committee, ESPN, Pulse Live and Snap, Karlyn shares why today's sports organisations must think like media companies, how creators have become partners rather than competitors, and why fandom is increasingly being built through culture, community and conversation.
The discussion covers the changing behaviour of younger audiences, the role of augmented reality in live sport, the creator economy, the attention economy, and why the future of sports marketing sits at the intersection of sport, fashion, music and technology.
In this episode you'll discover:
- Why sports organisations must evolve into media businesses.
- How Snapchat reaches and engages younger sports fans.
- Why creators are becoming an essential part of sports marketing.
- The commercial opportunities created by AR and immersive experiences.
- How the World Cup is becoming a cultural event beyond the matches themselves.
- Lessons in leadership, curiosity and building a career across sport, media and technology.
Whether you work in marketing, sport, media, partnerships or digital innovation, this conversation offers valuable insights into where fan engagement is heading next—and what brands need to do to stay relevant.
