Experiential fan engagement: How sport is rewriting the rules of connection

The old model of fandom is changing, as fans no longer just show up at the stadium or watch on TV. They expect to engage, participate and interact – in real time, across devices and through experiences. 

This follows naturally from the themes we’ve explored in our Growth Revenue series so far – from the opening piece on the new growth playbook in sport, to our looks at women’s sport and new formats and markets. Each has shown how the boundaries of the sports business are widening. This piece looks at where that change is being felt most directly: the relationship with fans themselves. 

The shifting fan landscape 

Younger audiences bring different habits. Across 15 countries, nearly half of fans under 35 prefer watching sport on a smartphone or tablet – and 55% expect live stats to be available during play. Multi-screen behaviour has become the norm: over 90% of Gen Z fans use a second screen during live sport. 

The fan is no longer a passive recipient of broadcast. They want choice, context and control over what they consume, which inevitably changes how rights-holders, leagues and clubs must think about engagement. 

From event to ecosystem 

Traditionally, matchday was the centre of everything – ticket sales, broadcast rights, maybe a sponsor activation. But the smartest organisations now treat engagement as a continuous relationship, not a single event. 

According to industry surveys, many sports media executives say Gen Z fans multitask during games, fragmenting attention but opening up more interactive windows. Deloitte’s research found that when fans rate their digital experience as ‘great,’ they are 60% more likely to attend live events or purchase club merchandise. 

That means engagement has to run before, during and after the event: 

• Pre-match: Personalised content, AR teasers, targeted offers. 

• During: Multiple camera angles, data overlays, community chats, live polls. 

• Post-match: Exclusive access, loyalty triggers, digital drops to sustain interest. 

The shift is from ‘one big moment’ to an always-on ‘ongoing connection.’ Revenue follows that pattern – through data, digital goods and membership, not just ticketing and broadcast. 

Blurring physical and digital 

The most exciting frontier is how the stadium experience now extends far beyond its physical walls. Fans expect the same interactivity in-venue that they get online – and vice versa. 

Everyday fans already use mobile devices during live events to check stats, share content or connect with others. With, immersive technology like AR and VR no longer perceived as experimental – but fast becoming the expectation. 

A powerful example came in 2025, when Wrexham AFC partnered with COSM in Los Angeles to create a fully immersive, shared live experience for fans thousands of miles from the Racecourse Ground. Inside COSM’s 87-foot LED dome, supporters watched the match in real time, surrounded by wrap-around visuals, live commentary, crowd noise and social interaction. It replicated the atmosphere of being there – while adding data overlays, interactive features and curated digital moments that enhanced it. 

The message is clear: the venue is no longer just a location, it’s a platform. Physical and digital experiences now work together to create scalable, borderless ways for fans to feel part of the same moment. 

Commercial opportunity 

Rights-holders using AI and digital-first platforms are three times more likely to monetise content effectively. Fans who engage across multiple touchpoints – app, social and in-venue – spend significantly more and display higher loyalty. 

Done well, this turns fandom from a one-off purchase into a recurring behaviour. Membership, loyalty, digital assets and immersive experiences all become layers of revenue on top of traditional streams. 

The commercial equation is shifting from engagement to monetisation, and that’s how you grow. 

Managing the risks 

Every transformation brings tension. Some of the key challenges: 

• Over-engineering the experience – Around 60 % of fans say too much tech could distract from the live event. 

• Data privacy and infrastructure – As platforms multiply, so do risks around connectivity and security. 

• Fragmentation – Too many channels can dilute the brand and confuse fans. 

• Conversion – Engagement growth doesn’t automatically equal revenue growth; the discipline lies in data and execution. 

The best organisations will strike a balance and use technology to enhance emotion, not replace it. They will also grasp hyper-personalisation to ensure the fans who want it, get it – and those who don’t, have the experience they want, but elevated. 

How Elixirr can help 

We’ve helped organisations across sectors navigate the very challenge the sports industry now faces – engaging audiences in ways that are both deeply personalised and effortlessly scalable. 

From retail to financial services to technology, we’ve worked with leading brands to use digital tools, segmentation and data-driven design to deepen relationships and unlock new growth. The same principles apply in sport – understanding audience segments, mapping behaviour and building experiences that feel personal at scale. 

Whether it’s through dynamic digital ecosystems, fan-facing apps, loyalty programmes, or data-enabled storytelling, the goal is the same: connect meaningfully, act on insight and deliver experiences that fans actually want. 

As sport becomes more digital, the opportunity is to re-set how organisations think about connection itself.