The future sports fan isn’t discovered in a stadium or in front of a TV, they’re formed in group chats, AR lenses, virtual hangouts, and video games. This panel explores how U.S. Soccer and other forward-thinking sports properties and brands are leveraging platforms like Snapchat and Roblox (home of hit game FIFA Super Soccer) to meet young audiences where they already are. With the 2026 FIFA World Cup set to be the largest tournament in history, the race to build the next generation of fans is already underway. Leaders from U.S. Soccer, Snapchat and Gamefam will unpack how virtual experiences translate into measurable fandom, what metrics actually matter when engaging Gen Z and Gen Alpha, and how sports brands are redesigning the traditional fan funnel for a generation that expects authentic, always-on experiences.