The latest report from the Capgemini Research Institute, Beyond the game: The new era of AI-powered sports engagement, explores how AI, Gen AI, and data-driven innovation are reshaping the way fans connect with sports – both in the stadium and on the screen. The report findings are based on a global survey of over 12,000 fans in 11 countries across North and South America, Europe, and APAC, with additional insights from sports, media, and tech executives.

Key insights from the report include:

• Fan turnout at live matches in stadiums is resurgent, increasing from a reported 34% in 2023 to 37% in 2025. This trend is driven by Gen Z and millennials, who value immersive, tech-enhanced stadium experiences.
• Sports fans are embracing AI: Well over half (59%) now trust AI-generated content, and 54% have switched from Google to AI tools to access sports info. One-quarter of fans are willing to pay around 8% more for AI-enhanced viewing experiences that provide real-time stats and predictive insights.
• Data-driven fandom is here: Around 70% of fans want to know player performance metrics and live conditions in real-time during matches – and this is leading to record-setting telecom data usage spikes during matches, especially during pre-match and break periods.
• Balancing innovation with authenticity: While a majority of fans now use AI and Gen AI tools, over half worry that excessive tech use could interfere with the authenticity and enjoyment of the live sports experience. There are also concerns about misinformation, which could potentially lead to aggression toward athletes, and about data privacy, especially among older fans.

With the global smart stadium market projected to rise from $19.6 billion in 2024 to $41.7 billion by 2029, it’s clear that the future of sports holds a wealth of opportunity – for sporting associations and leagues to deploy tech at scale, and for broadcasters and media platforms to drive an immersive fan viewing experience.

Beyond the game: The new era of AI-powered sports engagement provides sports organizations with the insights needed to thrive in this new era of live sports experiences, by:

• Identifying and implementing high-impact AI and Gen AI solutions
• Enhancing the fan experience without overshadowing the sport
• Safeguarding fans’ and players’ personal data with robust cybersecurity measures
• Continuously ensuring content integrity across platforms.

To discover how sports organizations can use technology to deepen fan loyalty and drive engagement, download Beyond the game: The new era of AI-powered sports engagement today.