A new global study commissioned by IBM reveals a rapid transformation in how sports fans consume digital content, with technology—and especially artificial intelligence (AI)—now central to the fan experience. The research surveyed over 20,000 sports fans in 12 countries and uncovered a strong appetite for AI, personalization, and real-time digital engagement.
Key Findings: Tech and AI Central to Sports Fandom
- Rising AI Integration: 85% of respondents see value in AI enhancing their sports experience, and 63% trust AI-generated sports content. AI adoption among fans has grown significantly since 2024.
- Personalization and Real-Time Features: Fans identify real-time game and match updates (35%) and individualized content (30%) as the top priorities for AI-driven engagement.
- Beyond the Game: Most fans (90%) consume sports content outside of live events, turning to video highlights (51%), post-event recaps (37%), and player interviews (32%).
- Mobile is King: 73% use dedicated sports apps to stay informed, with this figure soaring to 82% among fans attending live events. During games, 91% of app users engage with extra features like real-time commentary, in-game stats, and enhanced in-stadium digital experiences.
- Social and Influencer Impact: Social media is the leading platform for additional sports content, with 59% engaging with influencers for analysis and predictions.
- Multi-Device Growth: Multi-device, or second-screen, use while following sports increased from 27% to 29% year-over-year, signaling a strong trend toward immersive, cross-platform engagement.
Fans Want More—and Smarter—Content
The survey found that only 27% of fans expect their sports consumption habits to stay the same in the next two years, while 80% believe that AI will have the greatest influence on how they follow sports by 2027. Over half (56%) of fans want AI-powered insights and commentary not just for live games, but also for past and future sports events. Real-time translation was also ranked as a key technology for enhancing international fan access, especially in non-English-speaking markets.
IBM’s study underscores that fandom is becoming more community-driven. Interest in engagement and fan interaction as key aspects of sports content has increased, with features like faster recaps (67%), expanded personalization (65%), and better access to teams and players (65%) all seen as drivers of a better digital experience. More fans are prioritizing community engagement when consuming content, with this share rising from 9% in 2024 to 11% in 2025.
AI Will Shape the Sports Fan Experience
Fans overwhelmingly agree: technology—and especially AI—is reshaping their connection to sports. With demand for real-time updates, personalized content, access to influencers, and interactive community experiences, the industry is poised for a continued digital transformation powered by artificial intelligence.
This article is based on IBM’s August 2025 global sports fan study, surveying over 20,000 fans in the US, Canada, UK, France, Germany, Italy, Spain, India, UAE, Saudi Arabia, Mexico, and Brazil.
