​​From Fans to Communities: How Storytelling & Music Fuel Sports Culture

Sports fandom is more than just passion for the game – it’s about identity, connection, and shared experiences. Whether through matchday rituals, terrace chants, or viral social moments, music and storytelling play a huge role in shaping the culture around sports. But what makes certain content resonate beyond the game itself? How do music, media, and storytelling deepen the emotional ties between fans and the communities they’re part of?

This panel will explore how football culture extends beyond the pitch, how sound and storytelling create lasting moments, and how creators, musicians, and media platforms are shaping the future of fan engagement. From club anthems to football documentaries to the intersection of music and sports media, we’ll unpack how content keeps fans connected long after the final whistle.