The metaverse and sport fandom: revolutionising sport consumption

This article explores the potential transformative impact of the metaverse on sport consumption. While traditional sport environments cultivate a sense of communitas and liminality, where attendees experience unity and solidarity, the digital shift is redefining these dynamics. The metaverse offers new ways for sport consumers to engage, experience, and enter into an exchange. We present a model that conceptualises the multifaceted elements reshaping how sport is consumed, while also providing a framework to critically assess the implications of this transformation. We address both the opportunities and challenges presented with the expansion of virtual sport consumption and highlight legal and ethical concerns such as data privacy and security, online harassment and the escalating normalisation of sport betting.