Mark Burns asked for trends and hot topics to follow in the sports industry as well as for predictions about the different niches within sports for 2016 in Forbes. One hundred-plus professionals weighed in with their thoughts across 13 categories, including mobile/technology, legal, business, media, virtual reality, social/digital and others. Participants were asked to give five to 10 sentences.

Here are a few thoughts about the 2016 Summer Olympic Games in Rio de Janeiro, from “100+ Sports Business Professionals Discuss Hot Topics, Bold Predictions For 2016.”

“First, there is the globalization of fandoms where people no longer need to live in a specific region to follow and support teams, players and events. The 2016 European Football Championships, for instance, will be bigger than the 2012 Games because soccer activates a passionate global community of fans like no other sport does. Secondly,social media platforms have increasingly made it possible for athletes to build one-to-one relationships with fans and supporters, which will be fascinating to watch during the Summer Olympics.”

— Don Steele, Head of Audience Development, Tumblr

“1) Continued evolution of the “individual as media company” model: Many athletes and public figures can now broadcast live via their phones to larger social media audiences than the media companies that employ them, which will generate innovative content and business models. 2) Wide adoption of immersive mobile video: New storytelling possibilities enabled by 360 video, VR/AR and mobile live streaming will create new fan experiences aimed at audiences like the one billion people checking Facebook daily (14 times/day on average). 3) The 2016 Rio Games: This year’s Summer Olympics could set a new high water mark for fan engagement around the world, harnessing the global conversation powered by social media, mobile growth and the factors above.”

— Dan Reed, Head of Global Sports Partnerships, Facebook

“It will also be a pivotal year for sponsors and advertisers, with the Olympics taking center stage. Brands will be looking to connect with sports fans and consumers in new, direct ways, and advertisers will need to broaden their digital and traditional media packages — folding in native and integrated content — to achieve these goals.”

— Jaymee Messler, President, The Players’ Tribune

AudienceSCAN tells us that 23.3% of U.S. adults are Olympic Sports Fans, so you know this segment of the population is amped for the summer games. Now it’s up to you to get your advertisers amped for them too! Target this patriotic audience which loves Independence Day fireworks so much that 32% will attend displays. Focus on swimming and tennis, because 23% of fans swim laps or do water aerobics, and 25% love watching tennis on TV or in person. 19% of Olympic Sports Fans usually try to support companies that sponsor their favorite sports team or athlete. Olympic Sports Fans are 78% more likely than average to shop at Dick’s Sporting Goods. And 16% plan to take a trip to a professional/college sporting event that is out-of-town – so get your travel agents advertising their Rio trips now!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.