The sports marketing landscape is undergoing a rapid transformation as fans today expect more than access to games, they seek experiences that are personalized, immersive, and culturally relevant.
From Artificial Intelligence Technology Solutions – Everest Group (AI)-powered content to gamified stadium apps, engagement is no longer a byproduct of athletic performance; it has become a strategic priority.
Two powerful forces are at the heart of this transformation: enterprises racing to reimagine how they connect with audiences and the service and platform providers gearing up with strategic acquisitions, and deep ecosystem partnerships to build infrastructure that powers these experiences.
In this blog, we explore how both sides of the equation are contributing to the future of fan engagement and what it will take to win in this new era of sports marketing.
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Personalization: From mass marketing to individual impact
Personalization has shifted from being a competitive differentiator to a strategic necessity in modern sports marketing. Fan expectations are evolving rapidly and a one-size-fits-all broadcast approach is no longer offering a nuanced experience. Alternatively, event organizers are investing in AI-powered personalization to resonate with individual fans.
Case in point:
Strategic takeaway: Personalization is not just an engagement tactic; it can also be extended to drive conversions, increase merchandise sales, and enhance brand loyalty.
Immersive and gamified experiences: reinventing the arena
While digital channels grow, the in-venue experience is undergoing its own transformation. Today’s “smart stadiums” are blending physical and digital worlds to engage fans before, during, and after the event.
Case in point:
Simultaneously, gamification is gaining ground. From fantasy leagues to real-time micro-betting, fans are staying connected long after the final whistle. They are seeking immersive, gamified experiences that seamlessly blend the physical and digital worlds.
Strategic takeaway: Loyalty platforms can serve as central engines for gamified engagement by converting fan actions (watching matches, participating in quizzes, or attending events) into trackable rewards.
Inclusivity, influence, and the new audience landscape
The fan base of the future is evolving, driven by Gen Z and Gen Alpha, who prioritize short-form video, digital influencers, and online communities over traditional broadcast media. Meanwhile, women’s sports are rapidly entering the mainstream. Brands are investing in representation, diversity, and culture to unlock growth in greenfield areas.
Cases in point:
Strategic takeaway: Community-driven engagement is on the rise, with a targeted focus on social media and influencers solidifying as leading media channels.
As enterprises continue to address evolving fan behavior, service providers and platform partners are emerging as foundational enablers of next-generation engagement. These players are no longer operating solely behind the scenes, they are influencing the pace, scope, and success of transformation across the sports marketing landscape.
Service and platform providers: Powering the ecosystem from behind the scenes
One of the clearest signs of this momentum is the surge in Mergers & Acquisition (M&A) activity across the sports-marketing ecosystem. Deal volume within this cohort rose by 44% in 2024, fueled by private equity investments and strategic consolidations focused on data, content, and digital fan experience.
Recent M&A activity highlights how providers are scaling their offerings:
- Havas expanded regionally by acquiring CA Sports in Spain, strengthening its sports media presence in Southern Europe
- Stagwell acquired Gold Rabbit Sports to deepen capabilities in experiential sports marketing
- rEvolution acquired WePlay to enhance fan engagement and digital direct-to-consumer services across Europe, the Middle East and Africa (EMEA) markets
- TKO Group executed a US$3.25 billion deal to integrate IMG, PBR, and On Location, signaling the value of consolidating rights, events, and fan-facing properties
- Liberty Media acquired Dorna Sports, further integrating commercial rights and broadcast innovation across MotoGP’s global footprint
Beyond acquisitions, service and platform providers are exploring innovation in areas such as:
- AI-powered content creation and personalization engines
- Real-time fan analytics platforms and engagement dashboards
- Augmented and mixed reality activations to extend game-day and remote experiences
- Blockchain-based loyalty programs and collectibles that build new monetization channels and deepen fan affiliation
Collectively, these advancements mark a shift in the role of providers, from traditional support players to strategic enablers of innovation and revenue growth. This evolution is mirrored in the growing prominence of sports marketing at Cannes, where themes like reimagining creative partnerships and performance-driven storytelling shaped much of the 2025 dialogue, as explored in our latest report on the festival.
Final whistle: Are enterprises and providers playing in sync?
As both sides of the ecosystem gear up for 2025 and beyond, their paths must converge with purpose. To that end, the questions each must ask are different, but deeply interconnected:
In an era where fans expect immediacy, relevance, and immersion, the real advantage lies not in technology alone, but in how seamlessly enterprises and providers align to deliver it. Strategy, speed, and synchronization will define the winners in this new game.
If you have any questions, would like to gain expertise in our Marketing and Interactive Experience program, please contact Lochan Surana ([email protected]),Ravi Varun ([email protected]) and Sanskar Chauhan ([email protected])
For more insights into digital experience, customer engagement, and business model innovation, connect with Everest Group.
www.everestgrp.com
