Trends of 2020 - "clubs have 'thought beyond the norm' and I don't think it will go back"The 'two extremes' from Covid - the need for fans to support them v the need for money from sponsorsWhat activities created by the Covid crisis will persist after the virus is beaten Getting by giving - the authenticity of the Marcus Rashford storyThe way clubs talk to their fans - the problem of 'closing the reality gap' The psychological move of sports social media after Covid-19 hitThe movement of the social media platforms over the last year - why Mario got it wrong on Instagram and TikTok is "an ocean of content"Facebook's problems, its legal issues and the effects on sports clubsThe political dimension to curbing the social media platformsThe problem with fake social media advertising metrics. The lack of transparancy The one country trying to license valid social media metricsHow Mario has investigated the problemThe problem of the Nielsen approach and CPM as an estimateWhy a European Super League will happen and World Cups will be staged every two yearsThe importance of CSR and being fancentricThe risk of clubs going all-out for promotionThe assumption that fans will come back automaticallyRich Luker's '2% solution' Marketers letting go of big numbers of engagement and concentrating on real numbers Mario's tips for running club accounts in 2021