Sports are a massive part of pop culture for young people in Europe; 75% consider themselves sports fans, and they’re not just engaging through the games alone. Data from YPulse’s WE Sports and Athletes report shows that 45% of European 13-24-year-olds watch sports highlights on social media, and it’s also the top place where they look up sports news, standings and scores. And between following leagues and teams across platforms, they’re also connecting with their favorite athletes on socials. Following athletes’ personal content on social gives young fans the feeling of having a relationship with them more personally, and that...