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Sports fandom in the US is increasingly communal and round-the-clock: report

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6 months ago

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From memes of Tyrese Haliburton doing Reggie Miller’s famous choke celebration to a seemingly neverending stream of international soccer content leading up to the FIFA World Cup, sports are everywhere these days—even if you’re not on NBA Twitter.

In fact, more than half (56%) of US adults watch sports in some capacity at least once a week, according to a survey conducted by independent ad agency PMG. A similar share (51%) said the performance of their favorite team or athlete has some impact on their mood.

The survey was conducted Sept. 30–Oct. 9 among 1,200 people over the age of 18 in the US who watch sports “at least once every few months.”

“The days of simply watching a game and turning off the TV when it’s over are long gone; modern sports have transformed into a cultural phenomenon that keeps fans connected before, during, and after the game,” PMG wrote in a report about the survey results.

In addition to providing insights into why and how fans engage with sports, the report explores the role of brands in the sports ecosystem, the evolving crossover between athletes and creators, and what other trends are on the horizon for sports.

Here are some of the report’s takeaways.

Loyalty test: Sometimes, sports fans are born, not made. According to PMG, being raised as a fan of a team from childhood is a top factor that contributes to fan loyalty, along with living in the city a team plays in. Smaller shares of respondents said they’re loyal to a team because it was the first one they watched when they started following a sport, or because their friends are fans. Less than 20% said they’re loyal to a team because it’s trendy—so sports fans, fear not the bandwagon.

PMG’s report suggests that advertisers can capitalize on these findings by leaning into regional and local approaches to their sports marketing and customizing their messaging to each community to maximize brand loyalty.

Generational fandom: While many people come to sports fandom at a young age, their preferences for engaging with sports shift across generations, PMG found. Gen Z has more of a “communal focus” when it comes to their fandom, with 46% saying they participate in viewing parties, according to the report; among older generations, though, the act of watching games and their outcomes is more important than socializing. Millennials are particularly attached to team performance, PMG found.

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“Gen Z’s emphasis on community engagement, rather than strict allegiance to individual teams, indicates a new form of sports fandom that values shared experiences over traditional loyalty,” the report’s authors wrote. “Meanwhile, the strong emotional connection seen among millennials and Generation X fans highlights the importance for brands to leverage the significant impact sports can have on personal identity and loyalty, especially within these emotionally invested fan segments.”

Brands might consider taking generational differences into consideration when crafting their sports marketing strategies, embracing community-oriented digital and social content for Gen Z and focusing on team loyalty and rituals for millennials and Gen X, per the report.

Follow the leader: It’s not only the fans that sports marketers should consider—it’s the athletes, too. PMG found that 51% of survey respondents connect specific brands with their favorite sports teams or players, and that a quarter take an athlete’s values into account when thinking about brands. Marketers who partner with athletes that have similar values to those of their brands, therefore, will likely make more authentic connections with consumers, according to the report.

Then there are sports content creators, who “have become integral to how younger fans consume and interact with sports” and “compete with traditional athletes for influence,” per PMG. Almost half (44%) of millennials follow sports content creators. Brands may want to consider partnering with these figures in addition to athletes, PMG suggests.

Paradox of choice: In addition to the growing cache of sports content online, fans and brands have a broadening slate of sports and leagues to engage with, as niche sports like pickleball become more popular and new women’s leagues, like the Professional Women’s Hockey League (PWHL) and the Pro Volleyball Federation, are introduced.

A majority of US adults still mostly follow traditional sports, per the survey, but 40% said they’ve started to pay attention to emerging sports “to some extent” as well. The United Football League has gained the largest share of attention, followed by League One Volleyball, the United Soccer League, esports, the PWHL, and pickleball, according to the report.



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UK Wildcats News: Kentucky Volleyball National Championship Gameday

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December 21, 2025

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Good morning, BBN! It’s game day!

The Kentucky Wildcats compete for a volleyball national championship this afternoon against Texas A&M. It’s Kentucky’s second appearance in the NCAA Volleyball National Championship and Texas A&M’s first appearance. It’s also the first time two SEC teams have competed for the national championship.

It’s been a fantastic postseason run for the Wildcats, going back to that thrilling win over Texas in the SEC Championship and all the way to that come-from-behind win over Wisconsin in the semifinals. Now, the Cats have a chance to top it off with a national championship.

Game time is set for 3:30 PM ET on ABC.

This will serve as today’s open thread, so make sure to come back here to talk about the game!

The SEC is stepping up its volleyball game.

She’s been a key piece for this team.

JQ wasted no time making his presence known.

Big performances from Quaintance and Lowe.

He certainly looks like a difference-maker moving forward.

Will Stein’s offense looked good last night.

Texas Tech vs Oregon is the most interesting to me. How about you?

Could you imagine how different things look?

Not a great Year 1 for Schottenheimer.

That’s a game Duke will wish they could have back.



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Lady Vols Announce Addition of Outside Hitter Nia Hall

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28 minutes ago

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December 21, 2025

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KNOXVILLE, Tenn. — Tennessee volleyball head coach Eve Rackham Watt announced the signing of outside hitter Nia Hall.

Hall spent the 2025 season at South Carolina after transferring from Cleveland State. At Cleveland State she was named a 2024 All-Horizon League First Team selection where she put up 397 kills and 143 digs. In her lone season with the Gamecocks, Hall recorded 273 kills and 89 digs during the 2025 campaign. Hall’s 273 led South Carolina in 2025 in both kills and kills per set (3.07).

The Lorain, Ohio native has played in 83 matches in her collegiate career, where she has posted 823 kills, 274 digs, 160 blocks over three seasons. Hall has reached double figure kills in 43 matches in her career. She owns five 20-plus kill performances in her career, and has racked up seven double-doubles.

Known for her defensive prowess as well, Hall has notched 80 or more digs in consecutive seasons. Hall set a career-high 143 in 2024 at Cleveland State, before helping solidify South Carolina’s backrow with 89 in 2025. Hall is also strong at the net, tallying 35-plus blocks in all three seasons. Hall totaled 35 blocks for South Carolina this past season, while setting a career-high in 2024 of 85.

In 2024, Hall helped lead Cleveland State to a Horizon League Championship and its first NCAA appearance since 2017. Before beginning her college career, Hall was a standout at Amherst Steele where she earned All-State, All-County, and All-Conference honors. Hall recorded 1,215 kills on a .365 hitting percentage.

Tennessee is coming off a 20-8 campaign in 2025 and its fifth-straight appearance in the NCAA Tournament. The 20-win season marked the 26th in program history, and fourth under head coach Eve Rackham Watt. The Lady Vols finished with a 10-5 record in the SEC, earning the fourth seed in the SEC Tournament. The Big Orange has totaled six 10-plus win seasons in conference play under Rackham Watt.



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Bucknam passes baton as Arkansas Razorback track coach with ‘last last’

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40 minutes ago

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December 21, 2025

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FAYETTEVILLE — Since announcing his retirement as the University of Arkansas men’s track and field coach Nov. 5, Chris Bucknam has been on a farewell tour of sorts.

There was the last home meet, the last NCAA championship meet and the last day at the office on Dec. 12.

This week at the annual convention for the U.S. Track and Field & Cross Country Coaches Association near Dallas, Bucknam took the stage to accept the John McDonnell Program of the Year Award for the last time Monday. Then on Thursday, Bucknam was able to experience one more thrill of victory as the Razorbacks’ head coach when former Arkansas sprinter Jordan Anthony won The Bowerman as the year’s top college track and field athlete.

“It’s the end of the road,” Bucknam said afterward. “This is the last last. … It’s a great way to go out.”

In 18 cross country and 17 track and field seasons at Arkansas, Bucknam’s teams won 2 national championships, 34 SEC championships, 5 McDonnell Program of the Year Awards and 3 Bowerman trophies. Hundreds of Razorbacks earned All-SEC and All-America honors during his tenure.

“There are a lot of people to think and a lot of people to be thankful for,” Bucknam said. “I just appreciate everybody’s effort. I feel like our program does a great job of bringing the best out of people.”

That was a note hit by Anthony during his acceptance speech Thursday night.

“Coach Buck, your championship pedigree speaks for itself,” Anthony said, “and I’m very thankful to have learned under your guidance.”

Bucknam will be succeeded as Arkansas’ track and field head coach by Doug Case, his longtime assistant who was recruited by Bucknam to Northern Iowa in the early 1980s. Bucknam plans to continue living in Fayetteville.

“I’m excited to see what comes next with Coach Case in his coaching era,” Bucknam said. “This is a great stepping off the stage kind of event for me and (I am) passing the baton.”

Matt Jones

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Matt Jones is the managing editor of WholeHogSports.com and hosts the WholeHogSports Daily Podcast. He is a member of the Football Writers Association of America and National Collegiate Baseball Writers Association, and voter for the Heisman Trophy. He has a bachelor’s and master’s degree in journalism from the University of Arkansas.



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NCAA women’s volleyball championship 2025 tips off

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43 minutes ago

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December 21, 2025

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Dec. 20, 2025, 11:55 p.m. ET

The Kentucky Wildcats celebrate after defeating the Wisconsin Badgers in the Final Four.

The Kentucky Wildcats celebrate after defeating the Wisconsin Badgers in the Final Four.

Jay Biggerstaff, Imagn Images



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2025 All-Area Volleyball: Meet the complete team | Sports

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6 hours ago

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December 21, 2025

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All-Area First Team

Player YR. Pos. School

Lily Bosworth Sr. MB Mahomet-Seymour

Maddy Doggett Jr. OH Westville

Sophie Duis Sr. MB Cissna Park

Addison Lucht Sr. OH Cissna Park

Reis McFarland Sr. OH Bismarck-Henning/Rossville-Alvin

Mady Melton Sr. L Monticello

Cassidy Monahan Sr. OH St. Thomas More

Josie Neukomm Sr. OH Cissna Park

Jillian Schlittler Sr. S/OH Unity

Ava Yeakel Sr. OH Mahomet-Seymour

All-Area Second Team

Player Yr. Pos. School

Brin Armstrong So. OH Champaign Central

Nia Bolton Sr. L Centennial

Laila Carr Sr. OH LeRoy

Erin Dallas Sr. S Mahomet-Seymour

Mady Marcott Jr. S Cissna Park

Tinley Parkerson Sr. S/OH Armstrong-Potomac

Thayren Rigsby Sr. MB Watseka

Bella Romine So. MB Arthur-Lovington-Atwood-Hammond

Aeralyn Thrasher Sr. OH Sullivan

Paige Young Sr. L Prairie Central

All-Area Honorable Mention

➜ Arcola: Kiera Leal (Sr. OH), Maddie Pilkington (Sr. S), Ema Simpson (Sr. MB)

➜ Argenta-Oreana: Khloe Hartrich (So. MB), Alexis Havener (Sr. L), Mya Hill (Sr. OH)

➜ Armstrong-Potomac: Ashlyn Ackerman (So. MB), Makenna Ackerman (Sr. DS), Isabel Bullington (So. OH), Carly Grant (Jr. S), Elie Lomax (Jr. OH/MB)

➜ Arthur Christian: Maddie Goff (Jr. MB), Avery Herschberger (So. S), Aselynn Kauffman (Jr. OH), Brileigh Mast (Sr. OH), Sheri Miller (Sr. DS)

➜ Arthur-Lovington-Atwood-Hammond: McKenna Blaudow (Jr. OH), Savannah Butcher (Sr. OH), Morgan Casteel (Jr. S), Summer Melton (Sr. OH), Annabelle Vanausdoll (So. S), Karaline Vanausdoll (Sr. L)

➜ Bismarck-Henning/Rossville-Alvin: Ella Acton (Sr. MB), Mallory Brines (Jr. S), Raylynn Hearnley (So. MB/OH)

➜ Blue Ridge: Ava Franzen (Jr. MB)

➜ Centennial: Journey Davis (So. MB/OH), Kate Pitcher (Jr. S)

➜ Cerro Gordo/Bement: Rylan Petty (Jr. S), Avery Stoerger (Fr. MB)

➜ Champaign Central: Summer Abudayeh (Jr. OH), Grace Bandy (Jr. L), Ava Clark (Sr. S), Avery Miller (Fr. OH), Prestyn Roberts (Jr. S)

➜ Chrisman: Jaidyn Alexander (Sr. OH), Leah Phipps (Sr. S/OH)

➜ Cissna Park: Marina Day (So. MB), Ava Henrichs (Jr. OH), Kendyl Neukomm (So. L), Ella Schluter (So. S)

➜ Clinton: Paisley Schick (Jr. L)

➜ Deland-Weldon: Ellie Hayward (Sr. OH)

➜ Fisher: Avery Carleton (Jr. OH), Brooklynn Kellems (Jr. S), Bella Kelsey (So. OH), Raegan Kilman (Jr. OH)

➜ Georgetown-Ridge Farm: Addisen Ellis (So. MB/OH), Milee Ellis (Sr. OH), Rubyrae Fraser Soule (Sr. S), Hadlee Hayes (Sr. MB/OH), Madi Spesard (Jr. DS)

➜ Gibson City-Melvin-Sibley: Abby Brown (Sr. MB), Bailey Bunting (So. OH), Bailey Grider (Sr. S), Maci Lindelof (Jr. OH), Londyn Roderick (Jr. S)

➜ Heritage: Addison Hopper (Jr. L), Faith Latham (Sr. S/OH), Bre Ploense (Jr. S/OH), Brooklynn Powell (Jr. MB)

➜ Hoopeston Area: Addyson Kelnhofer (Sr. MB), Abby Steiner (Sr. MB)

➜ Judah Christian: Liza Carder (Sr. OH), Olivia Dailey (Sr. OH), Kisandra Fazio (Sr. L), Mackenzie Jackson (Sr. S), Avoni Kelly (Sr. MB)

➜ LeRoy: Ella Mennenga (Jr. L), Sadee Owens (Jr. S), Kendyl Spratt (Sr. S/OH)

➜ Mahomet-Seymour: Pfeifer Manuel (So. L), Hannah Martin (Jr. MB), Addy Reigart (Sr. OH), Joelle Snodsmith (So. OH), Anna Streicher (Sr. OH)

➜ Milford: Erica Felton (Sr. MB), Lillie Harris (Sr. OH), Kami Muehling (Jr. L), Sydney Seyfer (Sr. OH)

➜ Monticello: Emma Arnold (Jr. S), Addison Finet (Sr. S/OH), Madison Highland (Jr. MB), Shelby Smith (Sr. OH), Emerson Snook (Sr. OH), Ashley Stiverson (Sr. MB), Sadie Walsh (Sr. DS)

➜ Oakwood: Sophia Hart (Sr. L), Mady Nicoson (Sr. MB), Kendyl Rogers (Sr. OH/DS)

➜ Paxton-Buckley-Loda: Emmy Bagwell (Jr. MB), Ellie Dirks (So. OH), Logan Loschen (So. S), Olivia Rehg (Sr. OH), Kylie Rust (Jr. S)

➜ Prairie Central: Kyah Creek (Sr. S), Mia Elliott (Jr. MB), Miranda Hari (Jr. OH), Lydia Kilgus (Sr. DS), Charlee Popejoy (Jr. DS), Jules Woodrey (Sr. OH)

➜ Rantoul: Airiana Bell (Sr. OH), Lauren Herbert (Sr. S), Josie Roseman (Sr. L)

➜ Ridgeview: Claire Edwards (Sr. S/L)

➜ St. Joseph-Ogden: Katie Ericksen (Sr. L), Hadley McDonald (Jr. OH), Emma McKinney (Sr. S), Emerson Williams (Jr. OH)

➜ St. Thomas More: Audrey Gooding (Sr. L), Sophia Hill (Sr. OH/MB), Avery Humphrey (Fr. S), Juju Kerr (Jr. S/OH), Campbell Phillips (Sr. MB)

➜ Salt Fork: Rain Pitlik (Sr. MB/OH), Ava Ringstrom (Sr. S), Maya Smith (Sr. OH)

➜ Schlarman: Izzy Bogen (Sr. OH), Addison Forsyth (Jr. S), Irene Rangel (Jr. L)

➜ Sullivan: Kate Bushue (Sr. MB), Mae Dawkins (Sr. S), Nevaeh Dovell (Sr. MB), Mya Dyer (Jr. L)

➜ Tuscola: Sawyer Cleland (Jr. OH), Reese Davis (Sr. L), Lilly Kurtz (Sr. MB), Sicily Moss (Jr. S), Bella Wishard (So. OH)

➜ Unity: Lauren Stratton (Sr. L), Olivia Williams (So. OH)

➜ Urbana: Sophia Sheyko-Frailey (Jr. OH)

➜ Villa Grove: Piper Kiser (Sr. S/OH), Hayden Thomas (Sr. L)

➜ Watseka: Christa Holohan (Sr. S), Gabby Kohl (So. MB), Liana Navas (So. S), Avery Pufahl (So. OH), Noelle Schroeder (Sr. L)

➜ Westville: Gwen Bennett (Jr. OH/S), Ady Blakeney (Jr. OH), Carlee Miller (Jr. MB), Lainey Wichtowski (Sr. S), Daylin Zaayer (Jr. L)





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Volleyball Wildcats face Texas A&M for national championship

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6 hours ago

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December 21, 2025

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LEXINGTON, Ky. (WKYT) – For the second time in school history, the Kentucky volleyball Wildcats will be playing for a national championship, when UK faces Texas A&M on Sunday.

Kentucky coach Craig Skinner won the 2020 NCAA championship, a first at UK.

The Wildcats and the Aggies met back in October, in College Station, with UK rallying from a set down to win the match, 3-1.

“I think it’s important just to treat it like every other game we’ve played in the last 30,” libero Molly Berezowitz said on Friday.

Kentucky, a number one seed and the number two seed overall, defeated Wisconsin on Thursday, 3-2, to advance to the final match.

“We’re at the pinnacle of our sport,” coach Craig Skinner said on Friday. “It’s a great opportunity for Kentucky volleyball and our fans to be in this moment.”

Sunday’s championship match marks just the seventh time two teams from the same conference will play for a title.

First serve in the national championship match is set for 3:30 p.m.

WKYT Streaming Apps

Copyright 2025 WKYT. All rights reserved.



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