Big Fan: The Future of Fan Engagement in Sports
Simone Clow
Co-Founder/CEO at Zebrar I A Voice for Women and Innovation I Immersive Technology I LinkedIn Top Voice I Founding Member of Australian Metaverse Advisory Council
The way fans connect with sports is undergoing a seismic shift. It’s not just about sitting in a stadium (did you know that 80% of fans will never set foot in the stadium/arena of the team that they root for) or on your couch anymore—it’s about becoming part of the story. Technology is blurring the lines between observer and participant, and the sports industry is on the brink of something extraordinary.
The question is, are we ready to meet fans where they are?
UGC at Home: Athletes as Storytellers
Sports aren’t confined to the pitch anymore. Athletes like Jude Bellingham and Cristiano Ronaldo are building deeper fan connections by sharing their lives directly on platforms like YouTube. These unpolished, authentic glimpses resonate with fans in a way no press conference ever could. Younger audiences, in particular, are devouring this content—not just watching but engaging, commenting, and creating. This is the new playing field, and it’s rich with opportunities to foster lifelong loyalty.
Gaming: From the Controller to the Real World
Gaming has become a powerful gateway into the world of sports. It’s not just about virtual matches—it’s about creating deeper understanding, participation, and love for the game:
AI: The Invisible Game-Changer
Let’s talk about AI—the silent architect reshaping how fans interact with sports:
The Inner Sanctum: Athletes, Fans, and Community
领英推荐
Gone are the days of fans simply cheering from the sidelines. Today’s fans want to belong to the “inner sanctum.” They want their status as a fan to be rewarded. They want two-way communication with their team and the players. They want to feel special. Athletes are opening the door to their world, sharing behind-the-scenes content that builds genuine, unfiltered connections. It’s about loyalty, trust, and belonging. Combine this with creator-driven platforms—where influencers and athletes collaborate to engage audiences—and you’ve got a recipe for lasting impact. The days of one-way communication are over. This is the era of co-creation.
In-Stadium Immersion: Where Tech Meets Tradition
Picture this: you’re at your favorite team’s game, and AR wayfinding guides you through the chaos of the stadium to your seat, being greeted by holograms of your favorite players along the way. Your phone shows you where to grab the best hotdog, and even what the line at the restroom looks like. But it doesn’t stop there. As pre-game entertainment, a multiplayer AR fan-controlled battle sees giant digital players clash on the field in an intense AR face-off—controlled by fan votes with the entire audience getting involved. As the game begins, AR overlays on your screen let you see player stats, strategies, and moments you’d otherwise miss. This isn’t a gimmick—it’s making the live experience more connected, more interactive, and, most importantly, more memorable.
The Future: A seamless Fan Ecosystem
The sports industry is at a crossroads. To stay relevant, it needs to go beyond traditional models and build ecosystems where physical, digital, and emotional worlds collide:
The truth is, fans don’t just want to watch—they want to belong. They want to feel like their favorite team or athlete is speaking directly to them. By embracing technology, leaning into authenticity, and building community-first strategies, the sports industry has the chance to create something truly transformative.
So, what’s next for sports and fandom? I’d love to hear your thoughts.
References:
Economics, finance, business and ICT | Ex-diplomat | Driving people-to-people relationships in PNG and the Pacific | B.Eng, PhD Finance, MIEAust
3 个月“Gamers are 34% more likely to attend live events.” - that’s an incredible statistic and demonstrates how online and IRL are intertwined - it’s not one or the other. I see this with my children and the way they consume content. I can also see these ideas translating to the music industry - great insights, thank you.
Buyers Agent, Entrepreneur, Board Member, Mentor Licensee in charge, Class 1 Licence
3 个月Can’t wait to see what’s next !!!