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  "description": "Sport talks a big game about passion, but its real growth edge sits with the almost-fans: people drawn in by stories, moments and culture, writes creative brand strategist Sofia Amburgey.",
  "path": "/belonging-is-sports-blind-spot/",
  "publishedAt": "2026-05-07T18:25:57.000Z",
  "site": "https://www.thesubthread.com",
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  "textContent": "Sport has always been good at creating a powerful sense of connection once people have been welcomed through local identity, inherited loyalties or tradition.\n\nWhat it has been less successful at is creating a pathway for people who take the road less travelled. The industry still operates as if fandom begins close to home and grows from there. While that may be true for a lot of fans, it is far from the whole story.\n\nI’ve felt the other side of it myself. I moved to a new city, walked into a sports bar, and suddenly felt like I was in a room where I knew no one and still felt part of something. And that feeling is separate from loyalty.\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "Belonging is Sport’s Blind Spot",
  "updatedAt": "2026-05-11T21:47:55.982Z"
}