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Tag: fan experience

How AI in Sports Revolutionizes the Fan Experience 

Posted on by Athelo Group

By Chris Cimador

Athelo Group

The fan experience is all about how people interact with their favorite team, athlete, or brand. It’s more than just “watching the game.” It’s about building a lasting emotional connection.

Wimbledon shows how this is evolving. Their “Match Chat” feature lets fans ask an AI assistant questions during matches, while “Likelihood to Win” delivers real-time win percentages. Both are powered by IBM’s language model and stem from a 35-year partnership between IBM and Wimbledon. Together, they highlight how technology is reshaping what it means to be a fan.

At Athelo Group, we’ve seen AI in sports extend well beyond major tournaments. Athletes are using similar tools to connect more authentically with their communities. From frictionless stadium energy to instant highlight reels and smarter data, the fan experience is becoming more personal and interactive than ever.

Quick Highlights

  • The Cleveland Cavaliers saw an 83% jump in app downloads after rolling out AI-personalized highlights with WSC Sports.
  • WSC Sports’ editing tools generated over 16,000 highlight clips in a single Cavs season.
  • 46% of Gen Z fans watch live games because of the athletes they follow, not team loyalty, making AI-driven personalization crucial.
  • MLB’s Go-Ahead Entry program using facial recognition delivers ticket scans 2.5 times faster than traditional gates.
  • AI targeting has cut media waste by 40% while boosting conversion rates for sports brands.
  • The market for AI in sports is projected to reach $4.6 billion by 2032, up from $2.2 billion in 2022.
mlb stadium using ai to enhance fan experience

Personalized Highlights: Any Play, Any Player 

The Cleveland Cavaliers were the first NBA team to test a new wave of AI-driven content through their partnership with WSC Sports, an AI-powered sports content firm. They became the guinea pigs for personalized highlights.

WSC’s platform recognizes that no two Cavs fans are alike. Using AI, the app lets users create custom reels around their favorite players and moments.

Want every Donovan Mitchell dunk or every Jarrett Allen block? The system automatically compiles it. The results speak for themselves: 83% more app downloads and over 16,000 clips generated in a single season.

This type of technology won’t stay limited to basketball. Athelo Group sees applications across all sports—from MLB to surfing. Imagine surfers like Zoe Benedetto releasing custom highlight edits to showcase her moves and connect with fans on a deeper level. The sky’s the limit.

The Data-Driven Superfan 

AI personalization has redefined how fans engage, but the biggest shift is the rise of real-time data. It’s no longer just about watching the game—it’s about understanding it on a deeper level.

During the NBA Playoffs, Sportradar processed hundreds of thousands of data points live to calculate win probabilities and generate game forecasts.

These insights gave gamblers and fans alike access to information that once sat behind closed doors with coaches and analysts. Suddenly, the fan experience isn’t just emotional, it’s analytical, with numbers shaping the way people consume every possession.

The same model applies to athletes themselves. Just as fans track player performance on the court, training data can reveal an athlete’s strengths, weaknesses, and progress over time. 

Take CrossFit athletes like Laura Sanchez, for example. The strength metrics collected during her workouts can be quantified to measure efficiency, recovery, and long-term growth. The line between fan engagement and athlete development is blurring, all powered by data.

crossfit athlete using ai in sports to measure military press performance

Biometrics: A New Normal for Game Day

​​Biometrics are reshaping the in-stadium experience in MLB through programs like “Go-Ahead Entry,” which uses facial recognition at ballparks such as Oracle Park and Nationals Park. Fans upload a photo into the MLB Ballpark app, link their ticket, and access the stadium through special gates—cutting ticket scan times by 250%.

Several NFL teams are now adopting similar systems, including the Tennessee Titans at Nissan Stadium. Their Express Entry program, powered by Wicket and Verizon, allows fans who upload a selfie in advance to use facial recognition for faster gate access. Shorter lines and added security make the case clear for teams and venues.

At the same time, concerns about data privacy are growing. Orrick, Harrington & Sutcliffe note that “state regulators are increasingly concerned about biometric data privacy, and state laws that grant private rights of action present significant risk for this type of sensitive information.”

Stadiums will need to weigh transparency and clear disclosure against the push for convenience. For fans who value privacy, the question isn’t just whether this technology works, it’s whether they can trust it.

biometric fingerprint showcasing ai in sports

Information Overload 

New technology and AI in sports have given fans and leagues access to a depth of information never seen before. A recent Snowflake / Sports Innovation Lab collaboration found that AI-driven targeting reduced media waste by 40% and boosted fan conversion rates across multiple brands. Personalized highlights, biometric systems, and predictive analytics are only the start.

At Athelo Group, we see this moment as both an opportunity and a challenge. Technology is reshaping how fans connect, but athletes and brands need the right strategy to cut through the noise. Authenticity remains the key to lasting engagement.

Our work helps athletes harness these tools in ways that strengthen relationships and expand fan communities. From smarter content delivery to data-driven engagement, we focus on innovation without losing sight of trust.

Learn more about our projects and partnerships here.

The Rise of Behind-the-Scenes Content Like NFL Hard Knocks

Posted on by Athelo Group

By Charlotte Sheehan

Athelo Group

Early sports media focused almost exclusively on performance, leaving little room for the personal side of athletes. Today, social media and behind-the-scenes content like NFL Hard Knocks are shifting that dynamic. Stars like LeBron James and Naomi Osaka are using their platforms to discuss mental health and social issues, building deeper connections with fans. 

As fans demand more than just scores and stats, behind-the-scenes footage and shows offer an intimate look into athletes’ lives, helping break down the barriers between professional sports and their audiences. As technology has evolved, fans now expect more from the brands they follow, driving digital platforms to enter the sports industry.

Quick Highlights

  • Personal connection for fans, especially younger demographics, makes them more likely to support an athlete or team.
  • 70% of Gen Z fans keep up with social media posts and updates from their favorite teams.
  • Netflix’s “Drive to Survive” achieved over 90 million viewing hours for Season 5 during its first few months.
  • NFL Hard Knocks’ 2024 premiere smashed records, making it the most-watched premiere in the last 5 years.
  • The “Caitlin Clark effect” led to a $136 million sponsor media value in the 2024 WNBA regular season, driven by increased social media engagement and fan interest.
  • 31% of Gen Z sport fans want access to BTS content from athletes.
players on nfl hard knocks

The Shift in Sports Media

Sports media was dominated by companies like ESPN, CBS, and FOX, focusing primarily on broadcasting rights, interviews, and highlight reels, often overlooking athletes’ personalities and team operations. This surface-level coverage didn’t give fans insight into aspects like training, locker room culture, or travel.

For example, Pat McAfee, once a low-profile punter for the Indianapolis Colts, became a household name after joining ESPN. His radio show and takeover of College GameDay allows him to showcase his fun-loving personality, connecting with fans on a more personal level. His engaging presence increased viewership in the 18-to-24 demographic by 34% compared to the previous year.

As platforms like YouTube, Instagram, and X gained popularity, athletes and teams found new ways to connect directly with their fans. This shift has fueled a demand for continuous content, with fans now seeking more involvement and connection beyond just the games.

NFL Hard Knocks Peels Back the Curtain

Behind-the-scenes footage allows fans to peek inside the lives of their favorite teams, making them more than just figures on a screen. This access creates a level of intimacy that was previously unavailable, helping to build deeper connections.

The NFL has capitalized on this trend through its in-house content development with NFL Films, showcasing players in dramatic, inspiring ways using exclusive footage. The content creates a new connection point for fans, making them feel closer to the athletes.

The NFL’s Hard Knocks series has been a successful avenue for offering fans a closer look at teams throughout the season. Recently, the series expanded to include off-season and training camp coverage, providing a more comprehensive view of team dynamics. During the 2024 season, viewers got an inside look at the New York Giants’ decision-making process regarding star running back Saquon Barkley, a storyline that sparked widespread conversation among fans.

social media apps to follow nfl hard knocks content

Netflix and Formula 1 Draw New Audiences

Netflix broke into the live sports industry by broadcasting NFL/ NBA games and WWE’s Monday Night Raw, but initially lacked surrounding programming and storytelling. Formula 1, a major European sport, hadn’t gained significant traction in the United States until the league partnered with Netflix. To diversify their portfolios and tap into new fan bases, Netflix and F1 collaborated to create Drive to Survive.

Drive to Survive offers unprecedented access to drivers, managers, and team owners, providing fans with previously unavailable insights. The series has significantly expanded F1’s audience. Over 6.8 million viewers have tuned in globally, with 31% of the audience aged 18 to 29.

Viewers witness athletes navigating personal and professional challenges, from team politics to media scrutiny, deepening their connection to the sport. By showcasing intense rivalries and behind-the-scenes moments, the series drives loyalty among fans, enhancing their understanding of both the on-track action and off-track dynamics.

More Than The Game: Knowing The Ins And Outs

Due to social media’s popularity with younger audiences, sports teams have shifted focus to content beyond just the game. For example, 29 of the 32 NFL teams have joined TikTok. Each team averages 234,000 followers, highlighting widespread adoption and engagement across the league.

Several NFL teams, including the Los Angeles Chargers, use the platform to showcase roles that help athletes perform at their best. For example, the Chargers posted a video of their dietician preparing for game day, surprising fans with the behind-the-scenes look.

Other teams, like the Tampa Bay Buccaneers and New England Patriots, have followed suit. The Buccaneers highlighted the challenges of booking hotels for the team, while the Patriots gave fans an inside look at their equipment team’s preparations for a new player’s arrival.

@patriots

equipment gearing up for the new guys to arrive 🏈 #newengland #patriots #equipment #eq

♬ original sound – New England Patriots

When Athletes Become Influencers

Athletes are a powerful source of insider content, admired by fans eager to learn more about them. With the rise of social media, many athletes have embraced the role of influencers, using their platforms to build personal brands, connect with fans, and offer exclusive behind-the-scenes content.

Rugby star Ilhona Maher gained fame during the Paris Olympics with her relatable, empowering TikTok posts. Her social media presence helped her land a spot on Dancing with the Stars, and she’s now known for her authentic views on body image and the balance between strength and femininity.

While athletes often gain large followings based on their sports achievements, more are using social media to create exclusive content and connect with fans. Athlete influencers see a 3.9% engagement rate on Instagram, significantly higher than standard influencers. LSU gymnast Livvy Dunne, for example, has become a prominent figure despite gymnastics’ lower profile, sharing personal and athletic content to make herself more relatable to fans.

fans at a sports game

A New Future For Sports Fandom

Seeing athletes beyond the stat lines humanizes them, helping fans connect on a deeper level. More detailed and holistic coverage lets fans feel part of the team, enhancing the fan experience.

At Athelo Group, we specialize in storytelling that humanizes athletes, building personal brands and stronger fan connections. We highlight each athlete’s unique journey—like Chris Ruden, an elite powerlifter with Type 1 diabetes who uses his story to inspire others. We’ve helped him partner with brands like Eversense to strengthen his connection with his audience and make a positive impact.

The shift toward behind-the-scenes content reflects the changing nature of sports media. Simply covering the game isn’t enough anymore—fans want more insight into athletes’ lives and challenges. As the industry adapts, this deeper connection leads to greater fan engagement and loyalty.

NRL Games in America: Opportunities, Challenges, and the Path Ahead

Posted on by Athelo Group

By Robert Yardley

Athelo Group

The National Rugby League (NRL Telstra Premiership) is a top-tier professional rugby league in Australia and New Zealand, captivating fans since 1908. Now, the NRL is focusing on expanding to the United States, aiming to attract American audiences with the fast-paced action of NRL games and minimal padding compared to American football.

Quick Highlights:

  • 4 NRL games hosted in Las Vegas, Nevada, during the first weekend of March 2025
  • 45,209 spectators attended, a significant increase from last year’s crowd
  • New Zealand’s audience surpassed 300,000 across SKY Sport platforms, tripling the previous year’s viewership for the Las Vegas matches.
  • England and Australia’s Women’s teams faced off in the inaugural Women’s sporting contest at Allegiant Stadium, drawing attention for its historical significance
  • Around 10,000 English fans traveled for a Super League fixture between Wigan and Warrington, showcasing the growing international fanbase

Fan and Media Reactions from Las Vegas

The NRL has been received very warmly by American fans and spectators.

Premiership winner Michael Ennis highlighted several aspects of the game that are likely to captivate U.S. audiences, particularly the differences from the NFL: “[Americans] love the no stoppage. They’re fascinated by the no pads and no helmets.”

This was widely confirmed on matchday. One Vegas Raiders fan who attended the showcase described the experience as, “Exciting, amazing, incredible, non-stop action. [The players] aren’t padded up, which surprised me a lot.”

The raw athleticism on display also left a strong impression. UNLV Football Foundation Director and former Iowa College football player noted, “The power of the hits is unbelievable… there’s no way I would do this. It’s just a different level of athletic ability, I love it.”

Growing the Game of Rugby

Fox Sports has made a significant investment in the NRL’s U.S. expansion. This marks the second year of a five-year partnership between the league and the broadcaster, which allows select NRL games (including the Las Vegas matches) to be aired on FS1 in the United States.

Fox League’s Braith Anasta emphasized the importance of this move: ““This is our showcase event. This is big for us. To bring it to the United States of America, to get your fans hopefully on board.”

Foxtel CEO Patrick Delany added: “We come from this little island at the bottom of the world. The images that went back to Sydney and Melbourne and everywhere last year, Australians were just knocked out.” Delany also noted the success of the venture, pointing out that the visibility in the U.S. has made a significant impact in attracting American interest in the league.

Expanding Viewership and Engagement

The crowd of 45,209 exceeded last year’s turnout, and two new global sponsors—Red Bull and JD Sports—joined the event. Although American TV viewership numbers are still pending, broadcasting the event on Fox introduces the sport to millions of new potential viewers.

Other broadcasters are also eager to tap into this growing audience. Kayo Sports is promoting their membership for streaming the 2025 NRL Telstra Premiership live, offering new customers the chance to stream every game with no ad breaks in play, including shows like NRL 360 and The Late Show with Matty Johns. For a limited time, Kayo is offering their standard and premium memberships for just $1 in the first month, down from the usual $25 and $40, respectively.

Why America?

The U.S. presents an attractive market for the NRL, with a population of 316.67 million—a whopping 14 times larger than Australia’s. This gives the league a significant potential audience for growth.

The massive U.S. population has a strong appetite for both sports and sports betting, which has been a significant revenue source for the NRL through Australian sportsbooks. While American sportsbooks currently don’t support the same revenue model, the NRL sees the U.S. betting market as a major growth opportunity.

Americans regularly place bets on a wide range of events, even low-level sports, and when broadcasts are available, bettors tend to stay engaged throughout the game, often placing additional bets as the event unfolds. The NRL is positioning itself as a “non-traditional” sport for U.S. sportsbooks, aiming to generate more revenue from American audiences by leveraging live broadcasts.

Key Challenges Ahead

The UK’s Super League already broadcasts its rugby matches on FanDuel, directly competing with the NRL for the same audience. However, due to the significant time zone difference between the UK and Australia, overlapping broadcasts are unlikely to be a major issue.

One challenge that has emerged is the length of the showcase. The NRL is considering shortening its Vegas event to three games in 2026. While the Women’s Test match between Australia and England and the Super League fixture between Wigan and Warrington attracted thousands of spectators from England, the four back-to-back matches proved too lengthy for many fans.

Crowd size began to dwindle after the second game (between NRL teams Canberra and the Warriors), with noticeably fewer supporters attending the final match (Cronulla vs. Penrith), despite it being the most highly anticipated game of the day.

Many suggested spreading the games across two days, but this would increase costs significantly, making it an unlikely solution.

What the Future Holds

The growing popularity of rugby and the NRL in the U.S. presents unique opportunities for players, teams, and leagues to connect with fans through broadcasts and social media.

Between January and September 2023, NRL clubs saw significant growth on social media, adding nearly 400,000 new followers on Instagram—an increase of almost 12%—and more than 90,000 new followers on Facebook.

At Athelo Group, we recognized rugby’s growing appeal among American audiences when we signed U.S. rugby player Christian Dyer in 2023—and we’ve believed in its rise ever since. We align athletes with scalable, emerging sponsorship opportunities that have international appeal. As social media engagement grows and the sport expands into new markets, rugby provides a powerful platform for players and brands to collaborate and reach a wider global audience.

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