Future Fan-zine: Vol. THREE

We’re feeling that shift. Parents are grappling with the realities of raising children in an always-on world. Policymakers are beginning to act. And it’s increasingly clear that governments and tech companies do not always see eye-to-eye.

In December, Australia became the first country to implement a social media ban for under-16s. Other governments, including the UK, are still monitoring closely, with similar measures under discussion. At the time of writing, the House of Lords has backed a move to ban under-16s from social media platforms in the UK. What started as ‘wait and see what happens in Australia’ has quickly become a global policy talking point for now. Not the future.

The reality is that screen (and social media) usage – particularly among younger generations – is now under the microscope like never before. With UK government research indicating that 98% of two-year-olds watch screens daily, the scale alone demands attention.

Here at Two Circles, we spend a lot of time thinking about how the sports industry connects with younger fans. We know through Two Circles research that half of all sports fandoms are made by the age of 14, and those that develop their passion early are more likely to participate in sports and community activities in the future.

And despite the challenges and rightful scrutiny, we know that digital content remains one of the most powerful tools to harness this passion for sports.

For brands and sports IP holders, the tension is obvious: how do you fish where the fish are, when society and policymakers are increasingly questioning whether there should be fish there at all?

Within days of Australia’s new rules coming into effect – and over 4m accounts removed from the platforms – stories emerged of tech-savvy teenagers finding workarounds. Many children are still growing up in homes filled with connected, interactive devices. The family smart TV alone – of which nearly two-thirds of UK adults now own – offers multiple routes to content, with or without a social media account. Legislation will only go so far.

Where the more profound shift is likely to occur is in how older generations reassess their role as gatekeepers. Parental trust is more valuable to brands than ever before. It’s here that sport has a genuine opportunity.

Sport is fundamentally good for children. We say that while acknowledging it isn’t without its own structural and access challenges, but at its grassroots best, it creates connection and community. It encourages healthy habits. It teaches teamwork, discipline, and how to deal with setbacks. It inspires. It is generally a force for good.

Critically, it’s cross-generational in a way few products are. In a climate in which trust and credibility matter, the emotional depth and longevity of adult sporting fandom become an asset.

But opportunity comes with responsibility. If we believe in giving children space to grow, then digital engagement cannot be the endpoint. It should be the doorway. A spark that leads to something richer, more physical, and more authentic. Something that builds lifetime fandoms with meaning.

That doesn’t mean everything aimed at young people needs overtly worthy messaging. Great youth content thrives on creativity, playfulness, and a willingness to think differently. It can (and should!) be silly at times. But that silliness needs intent – anchored in principles held firmly, not distraction for distraction’s sake.

Digital spaces that introduce children to sport? Excellent. Experiences designed to keep them online indefinitely? Less so.

There’s an inherent tension between what policymakers are defining as responsible youth engagement and algorithm-driven platforms that reward attention, and it would be naive to pretend that brands and rightsholders are exempt from that tension. These platforms are also commercial necessities. The question isn’t whether to be present, but how to show up, and all the best examples of showing up in digital spaces have intention, purpose, and the consumer at the heart of their creative. Brands that want to reach future fans in a way that is healthy – mentally, physically, socially – must understand and navigate that tension deliberately, using the tools without being used by them.

Content shouldn’t exist purely to feed an ever-churning machine. It needs purpose. That concept is not limited to kids, but it feels particularly urgent amid growing scrutiny over how our youngest audiences spend their time. The strongest sports properties approach youth engagement with conscience: a joined-up strategy grounded in principles.

Our guide to do so remains simple: double down on bringing them closer to the property through entertaining content that drives curiosity, inspiration, and participation.

The ultimate goal must always be action beyond the screen – though we recognize that ‘beyond the screen’ looks different depending on where a child grows up, and what’s accessible to them. Digital experiences should lower the threshold for real-world engagement: participate, attend, play – prompting children to put the device down, head outside, and try it for themselves. Breaking down barriers. Making participation feel achievable and welcoming. This is the thinking behind initiatives like our campaign Home Turf Worldies, a Premier League and Barclays Women’s Super League collaboration built to turn screen time into play time. Grab a ball. Go play football. It’s fun.

What is clear is that those creating carry a responsibility: to make quality work (silly can be quality too) – and better still, to ensure it enables something richer, more meaningful, and healthier.