The Future of Fandom

In today’s digital world, engaging fans isn’t optional—it’s everything.

Future of Fandom is the podcast for sports leagues, broadcasters, and digital platforms who know that the old playbook for audience engagement no longer works. Hosted by the team at LiveLike—the leading enterprise engagement and loyalty platform—this series explores how the most forward-thinking organisations are using gamification, loyalty programs, and community-driven experiences to deepen fan relationships and drive real business results.

Every other week, we speak with senior decision-makers from global sports teams, media companies, and consumer brands about what it takes to turn casual spectators into loyal superfans. We dive into how enterprise organisations are rethinking digital infrastructure, leveraging first-party data, and adopting modular, API-first engagement tools to future-proof their fan strategies.

Whether you're a Head of Product, Digital, Revenue or Strategy, Future of Fandom gives you the insight and inspiration you need to move beyond passive content and into interactive, monetisable, and measurable fan experiences.

This isn’t about chasing trends—it’s about building the infrastructure of tomorrow’s fandom, today.

Subscribe now and stay ahead of the game.

All Episodes

The Future of Fandom

USTA Chief Brand Officer Amy Choyne on How to Serve a World Class Next Gen Fan Experience

November 21, 2022 • LiveLike

0:00 | 28:59

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!