What the World Cup's stars tell us about the future of football fandom

"Football is like a soap opera. Seasons of television, seasons of football, different stories. And football never ends."

Who really won at the 2026 FIFA World Cup? The teams, or the star players making them famous?

In an interview with BBC Sport, our head of insights, Matthew Kyle, breaks down what the data from our Second Club Fan report with MTM tells us about the changing nature of football fandom. The piece explores why footballers are more accessible than ever, how personalities like Haaland, Vozinha and Bellingham are driving fans to root for a second club, and what clubs can do to maximise attention while they can.

Read the full piece on BBC Sport.