Data and AI Are Reshaping Fan Engagement
Sports franchises are using data and AI to personalize the fan experience and drive revenue. This includes everything from delivering hyper-targeted content based on a fan's seat location to leveraging geofenced rewards and AI-powered post-game surveys.
The AI-in-sports market is projected to triple from approximately $8.9 billion in 2024 to $27.6 billion by 2030. Investors are taking notice, with about 75% of sports tech funding in 2025 directed towards fan-centric products like content platforms and interactive experiences. Smart stadiums are leveraging AI for more than just targeted ads. AI-powered surveillance systems monitor crowd density to enhance security, while facial recognition and mobile ticketing create frictionless, faster entry for fans. Major venues like SoFi Stadium and Tottenham Hotspur Stadium use these systems to manage everything from security to energy use. Augmented reality (AR) is adding a new layer to the live experience, with 42% of fans reporting increased engagement with AR features. Fans can point their phones at the field to view real-time player stats, and the NFL is already utilizing AR apps that display detailed player information. This brings data once reserved for broadcasters directly to the stands. Beyond the stadium, geolocation technology is a critical component for the sports betting and iGaming industries. Companies like Xpoint provide essential geo-compliance solutions to platforms like Sporttrade and bet365, ensuring transactions adhere to state and federal regulations. This location data also serves marketing and anti-fraud purposes. Geolocation platforms can help detect bonus abuse and fraudulent activity by identifying mismatches in user location. The data is also used to create personalized marketing strategies, such as offering targeted promotions to users physically present at a sports venue. The fan experience of the future is moving towards full immersion. Manchester City has partnered with Sony to build a virtual replica of its Etihad Stadium in the metaverse. By the 2028 Olympics in Los Angeles, spectators may enter venues using biometric credentials and purchase merchandise with just a glance.
