This evening, Digital Sport returns to Manchester for another event, this time held at Social Chain and covering the topic of engaging next-gen fans on social media.

As they happen every four years, World Cups are always a great way to gauge how the landscape has changed since the last one. This time is likely to see social and digital media used even more than the last one, but just noting the rise in users isn’t really good enough: we need to know how that usage is changing.

“At Digital Sport Manchester, we will be looking at how brands and publishers can try and win the hearts and minds of the next generation,” says Richard Johnson, Head of Sport, Social Chain. “We will be discussing why so many brands fail at making people happy, and the void between expectations driving physical action to truly inspire the next generation who want it all.”

The question of how fans will expect to consume content around the World Cup is only part of the story, of course. The fact that social media has spawned a whole landscape of new and different content strands means we are just getting used to it. Johnson suggests that, with Arsene Wenger going is this the end for Arsenal Fan TV, for example, or what should the FA have done instead of sending ‘THAT’ tweet this weekend?

“The event will take shape through hearing from Oli Yonchev, Social Chain Business Director who will deliver his engaging presentation on how to win the hearts and minds of the next generation, delivered at this years Marketing Week Live and YMS London.”

“Following this a panel discussion with leaders from the brand, agency and publishing world will cover how we apply this to the Sports environment, talking through the evolution of brand activity for publishers, how we take engagement to the next level looking beyond the hero numbers and the increasing demands from fans for innovation on social.”

Don’t miss it if you’re in Manchester tonight – it’s sure to be a enthralling and engaging event.