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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.
The Future of Fandom
Beyond the Like Button: Meta's Rob Pilgrim on the Next Era of Fan Engagement
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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