The future of stadiums is community. For spectators, the entirety of the game-time experience is what drives their attendance. It creates an emotional reaction to being part of something bigger – the conversations that arise courtside; the fist-bumps shared with fellow fans when the home-team team scores; the opportunity to socialize and meet friends at the surrounding restaurants and bars. It’s all about that shared moment. This is especially true as pandemic-weary consumers crave connection. Now is the time to engage your partners in innovation to reimagine how your brand connects with sports fans. Proactively exploring new ideas for stadium and fan experiences will allow brands to compete in a new world of changing expectations and hit it out of the park with people and businesses as they map their new stories.