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Are fans now more invested in star names than clubs?

Lionel Messi's move to Inter Miami has ignited a new trend in sports fandom, with fans showing more interest in star players than their local clubs. Sports brand strategist James Kirkham highlights how younger fans prioritize player connect...

BBC News· Aug 15, 2026 · 11:14 AM · 4 views

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Lionel Messi's move to Inter Miami has ignited a new trend in sports fandom, with fans showing more interest in star players than their local clubs. Sports brand strategist James Kirkham highlights how younger fans prioritize player connections, leading to a surge in support for multiple teams.

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#sports #fandom #Messi #InterMiami #soccer #trends #football

Originally reported by BBC News. Read the full story →

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