Beyond Interest: The Upside of Understanding

“Interest” is easy. Comfortable. A safe way for sports leaders to nod along when investors come calling. “We’re interested in fan engagement.” “Curious about new revenue streams.” But interest without action is just chatter, and it’s time to get real.

The brands in sports that move past “interest” and commit to understanding how tech reshapes the business—on and off the field—are the ones positioned to thrive. For decades, the strategy was simple: win games, drive revenue, grow valuations. But that playbook is outdated. Now, the real opportunity lies in digging deeper. Fan intelligence should tell you what your audience craves before they do. Digital collectibles should turn fans into shareholders of your story. Global campaigns should produce...global fans. The bar is high because the opportunity is significant.

Using tech to build fan loyalty, personalize experiences, and tighten operations isn’t just good business—it is the price of admission into the new world of outside investment and expected returns.

And here's why it matters: When you build strong foundations off the field, you free up resources to invest in what happens on it. Better analytics, facilities, training—all those things that give you an edge when it counts.

This isn’t a call for tech for tech’s sake; it’s about a perspective shift. When teams start understanding how technology is the key to shaping not just the business but the brand, they won’t just survive—they’ll thrive. It’s time to get serious. Understand the game-changing potential. And when you do, the future is yours to shape.