Evolving Fandom and Athlete Recognition

This chapter examines the changing dynamics of sports fandom, highlighting how fans increasingly connect with individual players over teams. It focuses on LeBron James, the rise of women’s sports such as the WNBA, and the growing prominence of athletes like Caitlin Clark. The discussion critiques the challenges and opportunities in marketing, branding, and media coverage, particularly regarding how jealousy can hinder the recognition of new talent in sports.