Preseason content that bridged the gap

Preseason is usually a quiet stretch for fans, but this year's off-season content proved teams don't need live action to keep supporters engaged.

Standout campaigns

Arsenal Women released "Togetherness," a five-part docuseries covering their 2022/23 season — the WSL title chase, a sold-out Champions League semi-final, and injuries to stars including Beth Mead and Vivianne Miedema — timed perfectly to ride the wave of Women's World Cup interest. McLaren's drivers swapped places for a viral social clip, backed by a steady drumbeat of behind-the-scenes content and trend-jacking throughout the break. The Atlanta Falcons' "One Minute Drill" series let coaches explain preseason training drills to fans, giving tactically-minded supporters a deeper look without giving away the playbook. And EA's annual Madden player-rating reveals continue to reliably generate fan debate and player reactions each summer.

None of these campaigns required a single competitive minute of action — proof that a strong content strategy can keep fans engaged even when the season hasn't started.