How is Technology Amplifying the Sports Fan Experience?

It is that time of year when the post-season baseball playoffs are getting into full swing. And for people watching the games at home, the graphics box on their television screens tracking the location and speed of every pitch that crosses home plate contributes to the drama of the game—especially if it is a close game. The graphics box the viewer sees on the screen is the result of pitch tracking technology that is powered by artificial intelligence (AI). It shows whether the ball is inside the strike zone and can take the guesswork out of determining whether a pitch is a ball or strike. But things can get interesting when the umpire makes a bad call that contradicts what the pitch tracking software shows. Sometimes, impassioned disagreements between the team coach and the umpire who made the call can take place on the baseball diamond. This is an aspect of the game that has come to be accepted, if not enjoyed by some of the most passionate fans of the game for its entertainment value. The pitch tracking scenario described here is one example of how the integration of technology into sports is amplifying the fan experience.

Fan engagement is critical to the growth of the sports industry and sports teams are doing their best to increase their fan base. Many professional sport franchises have developed dedicated team apps that can identify fan preferences such as an individual’s favorite player or the type of team merchandise they like to buy. These apps can track other fan characteristics such as how frequently they attend games in person or how they consume news about sports. By collecting and analyzing these data points, sport franchises can customize content to the personal preferences of their fans. Content could include live streaming, player stats, play-by-play game highlights, player interviews, and breaking sport news stories tailored to the fan’s interests. Additional content could include notifications of exclusive discounts on tickets that are personalized to the individual fan in recognition of their support for the team. These are examples of how the power of technology and AI can be channeled to improve the fan experience and enhance team loyalty. Julie Aylsworth, associate professor of George Mason University’s Sport Management Program and the Sport and Recreation Studies Program where she also serves as academic program co-coordinator, recently shared her thoughts on how technology and AI can be used in sports to attract and retain fans.

Augmented reality and virtual reality provide an immersive experience enjoyed by sports fans.

Some fans may not be able to attend the games of their favorite team in person. It used to be that the only option available for these individuals was to watch the game on television or on a streaming device. However, with the emergence of augmented reality (AR) and virtual reality (VR), fans now have new and exciting options they did not have before. Using a specialized headset and a wireless connection, not only can fans watch their favorite team play games, but they can have the 360-degree immersive experience of feeling they are courtside or on the sidelines of the field, close to the live action. The use of AR and VR has proven to be so much fun and so popular, that fans often connect with like-minded fans for virtual watch parties.

Sports fans can connect with their favorite team and with other fans through social media.

Most if not all professional sport franchises have social media accounts on X, Instagram, Facebook, TikTok, and other apps which provide teams with the opportunity to grow their fan base. And for fans, social media is not only a way to obtain the latest news about their favorite team or favorite player, but it offers a chance to connect with other individuals who have similar interests and the same love for the team. The algorithms that drive social media can be effective in establishing a community of loyal fans who share common loyalty to the team “brand.”

“Smart” Stadiums

Technology and AI are improving the stadium experience for fans who attend the games in person. "Smart” stadiums are being built that feature AI-driven state-of-the-art digital technologies intended to increase the comfort, convenience, and entertainment of the fans attending the sporting event. The technology in smart stadiums can carry out functions such as:

Automatically adjusting climate, lighting, and temperature controls at the venue to maximize the comfort of individuals;
Implementing facial recognition so that fans can avoid long lines when entering the venue;
Enabling fans to order food and beverages without having to leave their seats or wait in line at a concession stand;
Providing high-speed Wi-Fi connectivity and 5G that allows fans to watch live action and replay of game highlights while simultaneously using other apps on their phones;
Creating a visually immersive experience through an expansive network of cameras and large LED screens strategically placed throughout the venue to capture every angle of live play;
Establishing designated AR and VR spaces within the stadium or venue where fans can interact virtually with their favorite players;
Operating digital signs outside the stadium or venue with notifications providing information on traffic and parking that is useful for fans who drive to the game; and,
Powering a digital assistant that fans at the venue can access through their smartphones should they have questions about venue services or need assistance of any kind.

An example of a smart stadium is the Mercedes-Benz Stadium in Atlanta, Georgia. Home to the Atlanta Falcons and Atlanta United FC, the stadium features its unique “Halo Board”—an expansive 360-degree video screen built around the roof of the stadium that gives fans an immersive view of the game no matter where they are seated. In addition, as reported in this article, the stadium is equipped with digital capability to support more than 75,000 online connections at any one time. The stadium has many other technologically supported features designed to improve and enhance the fan experience for people attending the games in person.

To learn about degree offerings in the Sport Management and Sport and Recreation Studies Programs at George Mason University, please visit the program websites.