Sports Pundit Podcast Network Tareq Nazlawy [#59]: Recognising the 99% of Sports Fans Who Aren't at the Game [Innovation with Leanne Bats]
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Jun 16, 2025 
Tareq Nazlawy, co-founder and CEO of Trace, dives into the realm of sports fandom, emphasizing the 99% of fans who experience the game from afar. With a background at BCG and Adidas, he discusses how Trace is revolutionizing the digital memorabilia landscape, allowing fans to own and share significant moments. The conversation touches on the importance of engaging remote fans, the innovative use of digital collectibles, and the potential of Web3 to deepen emotional connections with sports. Tareq's vision aims to transform passive spectators into active participants in the sporting world.
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Fandom is Active, Yet Fragmented
- True fandom is active and committed, even if not physically present at events.
- Current digital consumption is fragmented, lacking a system that recognizes and connects fans holistically.
Gen Z and Changing Fandom Metrics
- Gen Z shows strong fandom despite less physical attendance, increasing engagement through fragmented digital behaviors.
- Measuring fan value requires new metrics beyond traditional linear viewership.
Recognizing the 99% of Fans
- 99% of fans never attend games physically but still deserve recognition and rewards.
- Capturing this 99% can unlock significant value and enhance the fan experience digitally.