Digital transformation is reshaping how sports organizations engage fans. Advances in streaming, AI, immersive media, and wearable technologies—collectively known as FansTech—are redefining fan experiences and monetization models. At the same time, the industry faces mounting challenges: fragmented and costly streaming rights, rising barriers to season ticket access, and the risk that digital-first engagement erodes the shared, in-person moments that sustain fandom across generations.

This Spring 2026 conference will introduce a new initiative from the Mack Institute, Playfly Sports, and SeventySix Capital, bringing together Wharton research, industry expertise, and FansTech innovation to rethink how long-term fan relationships are built and sustained.

We invite sports teams, sports merchants, sports media companies, and FansTech startups to join us at Penn as we chart the future of fan engagement together.

Source: https://mackinstitute.wharton.upenn.edu/sport-fans-engagement-interest/