Welcome to Season 3! I’m joined by Jo Redfern, Founder of Futrhood Media and a specialist in Gen Z & Gen Alpha media strategy across platforms like YouTube, Roblox, TikTok. With a wealth of experience across brands like Disney, BBC, and WWE, Jo brings a unique perspective on the future of fandom and why sport must move faster to keep up.

We dive into the seismic shifts in how young audiences connect with sport, what traditional rights holders are getting wrong, and how organisations can reimagine their digital strategies to stay relevant in a rapidly evolving landscape.

Whether you're in sport, media, or digital marketing, this episode is packed with insights on:

✅ Why Gen Z and Gen Alpha consume sport differently — and what that means for your content

✅ The power of story, identity, and community in modern fandom

✅ What sport can learn from entertainment and creator culture to stay culturally relevant

✅ How to build digital ecosystems that actually engage younger audiences

✅ The monetisation models of tomorrow (and why waiting is no longer an option)

I learned so much recording this episode. What sets Jo apart is her practical approach; she breaks complex trends into actionable takeaways you can start using straight away.

🔗 Connect with Jo on LinkedIn: https://www.linkedin.com/in/joredfern/