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I refuse to believe anyone read Roger Federer’s recent heartwarming farewell post for Rafa Nadal without a tear in their eye or a smile on their face. The fiercest of rivals, nearly two decades battling each other on the court, and yet every word in that post is filled with respect and admiration. For once, fans were united in their love for the two sporting giants. One user proclaimed it as “the most beautiful rivalry the sports world has ever witnessed” and I’m not here to disagree.

But it did get me thinking about the nature of fandom and rivalry. Rewind the years back to when both were still competing at their peak and the vibe couldn’t be more different. Endless arguments about who is the GOAT. Petty insults. Twitter wars. 

These vibes are constantly played out across the entire sporting world; Messi vs Ronaldo, Hamilton vs Verstappen. The guys actually competing are full of respect whilst their fans tear each other apart.

Why is that?

Fans Are Watching More, Playing Less

These days, a lot of sports fans don’t actually play the sports they watch. Fandom is booming, but participation rates are dropping. 

Think about it—when you’ve played a sport, you get it. You know what it's like to win, lose, and get after it again. In the heat of the moment you might say a few things, but afterward, there’s respect. You’ve walked in your opponent’s shoes.

But if all you do is watch, it’s a different story. Highlight reels and scoreboards make it easy to turn rivalries into tribalism. When you’re not the one sweating it out, it’s easier to push an “us vs. them” mentality.

Social Media Makes It Worse

And then there’s social media, the battleground of bad sports opinions. The loudest, angriest voices get the most attention because algorithms love drama. What could’ve been a fun rivalry becomes a toxic shouting match. 

Anonymity only makes it worse. People say stuff online they’d never say in real life, and it’s not just embarrassing—it’s damaging. Fans who claim to love these athletes the most are often the ones acting the least like them.

Why Toxic Fandom Hurts Everyone

But it's not about hurt feelings. Toxic fandom makes sports less fun for everyone. New fans? They feel unwelcome. People on the fence? They’re put off by all the negativity. Even the athletes probably notice the bad energy, which defeats the point of being a fan in the first place.

Sports are supposed to bring people together. Rivalries should inspire—not divide. And the best rivalries remind us what sports are all about.

This is where brands can play a role

How Brands Can Help

Reports on the “future of fandom” often highlight digital growth and accessibility, and while that can feel exciting, it’s only part of the picture. The real opportunity for brands lies in bridging the gap between fandom and participation.

There’s so many ways to channel the energy of competitive fandom into action:

• Create fan challenges: Let fans represent their favorite teams or players in real-world competitions. I’m talking proper throwback-to-your-childhood competitions; “Messi vs. Ronaldo” tournaments in local parks or “Hamilton vs. Verstappen” go-kart races.
• Tap into community rivalries: Sponsor local leagues where neighborhoods or schools face off, echoing the rivalries fans love.
• Blend digital and physical competitiveness: Create apps that track fan fitness challenges, logging miles for “Team Nadal” or “Team Federer.”

The goal isn’t just to get fans playing – it's to reconnect them with the values of sports: effort, respect, and shared joy, organically aligning them with your brand as a result.

Conclusion: A New Kind of Rivalry

Rivalries are what make sports electric. If Federer and Nadal can battle it out for almost 20 years and walk away with nothing but respect, why can’t fans? 

The problem isn’t competitiveness—it’s how it’s used. Instead of tearing others down, what if fans used that energy to lift themselves up?

Imagine fans proving their loyalty on the field, not just in comment sections. Or brands making it easy for people to step out of the stands and into the action. By channeling the competitive spirit behind fandom, we could inspire a new wave of participation—one that doesn’t just support sports culture but strengthens it.

Because the best rivalries aren’t just seen—they’re lived.