Sports Fans Want More Interactivity. And That’s Where AI Can Come In.

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Sports fans want the in-venue experience to have the same features they see while watching on streaming video at home. Gen-AI might be able to help.

Data analysis from Deloitte’s latest Sports Fans Insights survey revealed that fans prefer more interaction with the event while in the venue. In fact, 58% of sports fans said that when they are at a live professional sporting event, they wish they had access to the same statistics, analysis, and replays that they get while watching at home. This figure jumps closer to 70% for Gen Z and millennial sports fans surveyed.

“While the at-home viewing experience continues to improve, sports leagues and organizations should think about how to give fans more of what they want when they’re attending events in-venue,” the consultancy advises.

Overwhelmingly (82%) sports fans say they use their mobile phones in some way while at the game either to post to social media or check player or team statistics.

77% said they would like the ability to watch replays on their mobile while at the game, 68% would want the ability to view the action from a different angle, 59% want to watch the game from a player’s point-of-view, and 35% of respondents would want to look at augmented reality overlays with player stats.

This means sports stadia need upgrading to private 5G networks while also thinking ahead to potential partnerships around 6G technology, advise Deloitte.

At the same time, 68% of sports fans say people are on their mobile devices too much during the game events, suggesting that venues and organizations face a balancing act.

“Finding ways to engage attendees digitally in the stadium — without taking away from the event and the electricity of the atmosphere — will likely not only improve fans’ experience at the venue but could also keep them coming back for more.

“The future lies in integrating the physical and digital worlds and offering the best of both to sports fans, regardless of where they’re sitting.”

 

Deloitte suggests augmented reality technology can be used to make experiences interactive — ”think holographic displays, immersive games that put attendees into action with digital twins, and real-time statistics.”

GenAI could also be used to boost the at the game experience — but that is just one of its potential applications.

Warming Up for Generative AI

In another report highlighting sports business trends, Deloitte expects generative AI to “quickly permeate” many aspects from stadium to streaming.

“Over the course of the next 12–18 months, we expect to see a groundswell of innovative applications involving content generation and management, live sports coverage, player evaluation, sports betting, fan engagement, and back-office operations.”

For example, generative AI tools and applications can be used to create customized videos and highlights by fans of their favorite teams and players.

The tech could provide them with promotions based on their behaviors and interests, as well as power chatbots and digital avatars to help them engage with game content in new ways.

The consultant warns teams, leagues and organizations not to rush into GenAI. Instead, they should look at ways to address both their shorter- and longer-term needs, it said, not only across strategy and technology infrastructure, but also around risk management, governance, and talent.

Key questions to consider include: How can GenAI can build upon existing AI and data capabilities? And will they need to improve their computing infrastructure and data platforms as a result?

How can organizations best leverage their proprietary data in combination with increasingly commoditized large language models to enhance and create new revenue streams?

There are also risk mitigation strategies to consider “to handle uncertainties and unanticipated consequences” around intellectual property issues and multiple regulations.