Since I first spoke at SXSW 10 years ago, everyone in sport has been banging on about Fan Engagement. In 2012 I set Man City on the path of innovation and the cub led soccer in fan engagement. Some say it still does. I've spent a dozen years helping everyone from FIFA and UEFA down to Table Tennis England to tackle this most challenging sports business area. And now I can see the next step change that's coming. Do join me for an exploration of how we got here... where we're going... and why it's important.