The Biggest Fan Shift in Years: And Nobody Saw It Coming

The Biggest Fan Shift in Years: And Nobody Saw It Coming

I love telling this story, maybe you’ve heard me share it before, because it still says so much about where we’ve come from and where we’re heading.

But before that, did you get a chance to go through the IBM 2025 Fan Survey?

Most people skimmed past it. Yet inside are some of the clearest signals we’ve ever seen: the fan journey has radically shifted. Not a trend. A wake-up call. I’ll come back to this.

Back to our story. 

About eight years ago, I was invited to a Premier League match and sat down with the club’s CMO. The first thing I noticed? There was no Wi-Fi for fans. Only for VIPs.

So I asked him: “Why don’t the fans have Wi-Fi in the stands?”
His answer: “Better they focus on the game.”

At the time, maybe it sounded reasonable. Today, it sounds almost unthinkable.

Because in 2025, if you don’t build a digital layer into the live experience, you’re not just hurting fan enjoyment, you’re cutting into loyalty, revenue, and the very relationship with your future fanbase.

Why This Blog, and Why Now?

Earlier this summer, IBM released its 2025 Sports Survey, one of the most comprehensive fan studies we’ve seen, covering tens of thousands of fans across sports, geographies, and demographics. And while the headlines made some noise, many of the most important insights quietly slipped under the radar.

Here’s what stood out to me:

• 74% of fans say they want AI-powered features in their sports experiences.
• 86% of tennis fans wanted IBM’s AI-driven fan features during the US Open.
• Fans are actively abandoning traditional TV in favor of digital, dynamic, personalized content.
• Sports properties that stick with static broadcasts risk losing entire generations of fans.
• AI is no longer “experimental.” It’s core fan infrastructure, as critical as broadcasting rights.
  

This isn’t marginal. It’s not “just another trend.” It’s a wholesale shift in how fans expect to consume, engage, and even pay for sports

That’s why I’m writing this: to surface these insights, to put a clear picture on the table, and to share what sports leaders need to do now. Because later, we won’t be able to say “we didn’t know.”

The Two-Layer Fan Journey

The modern fan doesn’t live in a single funnel. They’ve split into two clear modes:

• Reach mode: short highlights, recaps, viral social hooks.
• Retention mode: deep analysis, predictions, insider access — and above all, community.

If your content strategy is one-size-fits-all, you’re burning reach and bleeding loyalty. Highlights bring them in. Depth makes them stay.

Look at the NBA: TikTok clips rack up millions of views (reach), while NBA League Pass and the app’s betting/analysis layers keep superfans engaged (depth).

The Stadium Is Now a Second Screen

Back to that Wi-Fi story. Today, 95% of fans under 30 use apps during live events, and even nearly 80% of those 55+ are scrolling.

They’re not “distracted.” They’re engaging. Checking replays. Browsing commentary. Hunting for upgrades. The app isn’t an accessory anymore it’s part of the ticket.

Tottenham Hotspur is ahead of the curve here, offering food ordering, seat upgrades, and live stats all in one app. They don’t see it as a distraction. They see it as revenue, loyalty, and data in real time.

Creators Aren’t Just Influencers. They’re Analysts.

The highlighted merchants had their moment. But fans in 2025 expect something else: insight.

Creators who can break down plays, make predictions, and weave compelling storylines are now extensions of the brand itself. Think Jake Lucky in esports, or YouTube’s Debatable Football.

Sports properties that empower these creators by giving them data, access, and storytelling tools aren’t just borrowing reach. They’re building belongings.

AI’s New Job: From Real-Time to Belonging

Last year, AI’s role was about alerts and personalization. This year, fans want more:

• Unique insights.
• Bold predictions.
• Smarter community features.

Formula 1 is already testing AI-powered race simulations and predictive strategies to make fans feel part of the tactical drama. That’s not just information that’s identity.

If your AI roadmap stops at push notifications, it’s already outdated.

Community = The New Monetization Model

Here’s the real shift: community has become the product line.

Fans don’t just want to follow they want to belong. And they’ll pay for it if it’s structured right:

• Membership perks like badges, voting, and early access.
• Watch-alongs with trusted creators.
• Community-driven commerce: drops, merch, premium experiences.

Barcelona’s Socios partnership gave fans direct voting rights. F1 TV Pro offers layered data and co-viewing experiences. This isn’t “fan engagement.” It’s the new revenue engine.

If You’re Wondering Where to Start…

If you’d like my five cents, here’s what I’d suggest exploring:

• Build a Two-Step System: Highlights for reach, depth for loyalty.
• Make the App Part of the Ticket: Treat digital services as core, not optional.
• Empower Analyst Creators: Give them data, not just logos.
• Ship AI in Stages: Alerts → personalization → insights → community.
• Monetize Belonging: Think of community not as a side project, but as a product line.

These aren’t commandmentsת, just an invitation to reflect on where the gaps and opportunities might be for your own organization.

Closing Thought

Eight years ago, Wi-Fi for fans was seen as a distraction. Today, it’s the baseline for connection. And yet the real challenge isn’t just providing connectivity,  it’s creating belonging.

If we can design experiences with authenticity, community, and heart at the center, then sport will continue to be more than entertainment. It will be a place where people find meaning and connection. That’s not just the future of fan engagement. That’s the future of sport itself.

With love for Sports and Innovation

AR