{"id":15041,"date":"2026-04-07T12:15:41","date_gmt":"2026-04-07T12:15:41","guid":{"rendered":"https:\/\/www.gsma.com\/get-involved\/gsma-foundry\/?p=15041"},"modified":"2026-04-07T12:15:54","modified_gmt":"2026-04-07T12:15:54","slug":"the-disconnected-fan-how-ai-sports-fan-engagement-is-closing-the-gap","status":"publish","type":"post","link":"https:\/\/www.gsma.com\/get-involved\/gsma-foundry\/artificial-intelligence\/the-disconnected-fan-how-ai-sports-fan-engagement-is-closing-the-gap\/","title":{"rendered":"The disconnected fan: how AI sports fan engagement is closing the gap\u00a0"},"content":{"rendered":"\n

\u201cSports are losing grip on their fans in general.\u201d<\/em>\u00a0Speaking at MWC26 Barcelona\u2019s Sports and Entertainment Summit,<\/strong> Vladimir\u00a0Liulka, CEO of\u00a0Blocksport<\/a>\u00a0did not deliver this verdict softly. He\u00a0stated\u00a0it as fact, and the data backs him up.\u00a0Research<\/a>\u00a0from Infobip found that 66% of fans feel disconnected from their clubs. Critically, 81% of those disengaged fans are under 35<\/strong>. For an industry that has long assumed loyalty was unconditional, AI sports fan engagement has moved from a strategic\u00a0option\u00a0to an urgent priority.\u00a0<\/p>\n\n\n\n

Yet sport has never enjoyed wider global reach. Formula One now claims 1.57 billion followers worldwide<\/strong>. MotoGP, meanwhile, delivers content to 632 million viewers across 19 countries<\/strong>. Platforms multiply and content volumes swell, but something essential is still missing. The fan at the centre increasingly feels like a passive spectator. The summit addressed one central question: how can AI sports fan engagement close this gap before the next generation disengages entirely?\u00a0<\/p>\n\n\n\n

The sport\u2019s loyalty myth is unravelling<\/strong>\u00a0<\/h3>\n\n\n\n

For decades, sport\u00a0operated\u00a0on one\u00a0widely-held\u00a0assumption: content is king. Produce more, broadcast wider, and fans will follow.\u00a0MotoGP\u2019s<\/a>\u00a0Digital Business Director, Gorka Llort, explained why that model has broken down. The fan base has fragmented dramatically. Every person consuming sport today does so differently. They use different devices, engage on different platforms, and arrive at different moments in the fan journey. Treating them as a single demographic, Llort argued, no longer reflects reality. \u201cYou cannot talk about fans as a group of people of this age and this demographic anymore. We have as many types of fans as people consuming our content out there \u2014 millions and millions. And\u00a0in order to\u00a0do that, we need to personalise the experience better\u201d<\/em>,\u00a0he said.\u00a0<\/p>\n\n\n\n

This change demands a fundamentally different approach. Personalisation is no longer a differentiating feature. Indeed, it has become the baseline expectation. Moreover, delivering it at scale requires a\u00a0wholly different\u00a0relationship with data. Llort was direct on this point: capturing user data is\u00a0ultimately revenue. It may not convert\u00a0immediately, but it compounds over time. Richer audience insight enables more targeted partnerships, more relevant content, and stronger commercial conversion as a result.\u00a0<\/p>\n\n\n\n

Know your fan: the data behind sports fan engagement<\/strong>\u00a0<\/h3>\n\n\n\n

If personalisation is the destination, data is the only route there. Michael Heath leads Fan Engagement and CRM at TGR Haas F1 Team<\/a> explained about how far sport still has to travel. For more than two decades, clubs and rights holders rested on unconditional fan loyalty. They expected audiences to come to them, to open emails and visit websites. Formula One has 700 million fans. Yet only 5% of them will ever attend a race. The remaining 95% have largely been left to find their own way in.  <\/p>\n\n\n\n

\u201cBeing able to be where the fan is, rather than expecting the fan to be where you are, is going to be how you win in this space\u201d explained Michael Heath. Working with Infobip, Haas began putting this principle into practice through pilots including a live Monza chatbot campaign, using channels such as WhatsApp and RCS around race weekends. The results were stark: a 79% click-through and completion rate, against a typical 2% on email. Furthermore, the cost per acquisition fell by 80%. The data collected through these interactions also built a richer picture of each fan individually. Vladimir Liulka reinforced this from the platform side. He argued for a unified fan data layer bringing together interactions across ticketing, merchandise and other channels. Without that foundation, he argued, hyper-personalisation remains aspiration rather than practice. <\/p>\n\n\n\n

AI and XR are redefining sports fan engagement<\/strong>\u00a0<\/h3>\n\n\n\n

Data and personalisation address the fan relationship. However, a parallel set of technologies is tackling something more ambitious. The question is not simply how to know the fan better. It is what the fan experience itself can become. Adam Berger, Head of Product Marketing for Wearables at Meta,<\/a> set the context with one striking statistic: \u201cIt took 23 years to reach 90% adoption of the internet. It has taken three years to reach 90% adoption of AI. And we\u2019re just at the beginning.\u201d\u2002 <\/p>\n\n\n\n

That adoption curve sets the pace of expectation. Meta\u2019s AI-enabled smart glasses include a sports-focused partnership with Oakley. Together, they are beginning to dissolve the boundary between watching and experiencing sport. Point-of-view footage from athletes is already in market. So is real-time performance data via Garmin integration. AI-powered coaching queries during a run or a race are no longer conceptual.\u00a0As\u00a0I put it during the discussion, AI gives entertainment intelligence, and XR gives it presence.\u00a0Combined, they point to a more immersive layer around live sport, extending what broadcast alone can offer.\u00a0<\/p>\n\n\n\n

Building the infrastructure: Circuit X and the 5G imperative<\/strong>\u00a0<\/h3>\n\n\n\n

These experiences demand infrastructure that can\u00a0actually support\u00a0them. Notably, that infrastructure is already being tested. The GSMA Foundry\u2019s\u00a0Circuit X<\/a>\u00a0initiative is a three-year connectivity testbed at Circuit de Barcelona-Catalunya. It was\u00a0established\u00a0in partnership with Mobile World Capital. Ten technology partners joined, including\u00a0Ericsson<\/a>,\u00a0Telef\u00f3nica<\/a>, and antenna specialist\u00a0MatSing<\/a>. The weekend prior to MWC26 Barcelona, they ran their first live demonstration. Over 200 people attended. The centrepiece was a connected module attached to a Formula E car, transmitting live data at 170 miles per hour. \u201cWe\u2019ve\u00a0heard a lot of theory. This is practice\u201d<\/em> said Richard Cockle, Head of\u00a0GSMA Foundry<\/a>\u00a0and Connected Industries at the GSMA.\u00a0<\/p>\n\n\n\n

Circuit X\u00a0demonstrated\u00a0what standalone 5G makes possible at scale. Luis Ramirez, founder and CEO of 3D streaming company\u00a0Mawari<\/a>, illustrated why the urgency extends beyond the circuit. For AR experiences to feel genuinely immersive, the network must respond in under a second. That requires compute power distributed close to the end user. Consequently,\u00a0Mawari\u00a0is running 5G millimetre-wave trials in Tokyo, benchmarking delivery from 20 to 1,000 concurrent users at a virtual AR concert.<\/p>\n\n\n\n

Tim Hatt, Head\u00a0of\u00a0Research & Consulting for\u00a0GSMA Intelligence<\/a>, argued that standalone 5G is now reaching the scale needed to support richer AR, real-time\u00a0personalisation\u00a0and broadcast use cases.\u00a0This is the architecture needed to support enhanced AR, real-time\u00a0personalisation\u00a0and higher-quality live experiences at scale.<\/p>\n\n\n\n

The monetisation window is closing and the\u00a0telco\u00a0opportunity<\/strong>\u00a0<\/h3>\n\n\n\n

For MNOs, the rise of AI sports fan engagement represents both a major opportunity and a pressing strategic risk. Giles Tongue, VP of Marketing at Bango<\/a>, framed the situation directly. His research found that sports fans carry 40% more subscriptions than average consumers and spend 55% more. They are, therefore, a highly valuable audience for operators. They are also the most acutely affected by subscription fatigue. <\/p>\n\n\n\n

The opportunity to bundle sports content with connectivity (and resolve that fatigue in one move) is\u00a0consequently\u00a0one of the most powerful tools an operator has.\u00a0Tongue cited\u00a0Telenet<\/a>\u00a0in Belgium, for example,\u00a0which\u00a0recorded a 26% reduction in churn among customers who took a sports bundle. The business case is already proven. As he laconically explained: \u201cBundle or be bundled. There are only two roles available in that future.\u00a0You\u2019re\u00a0the one who controls the customer relationship, or somebody else does and\u00a0you\u2019re\u00a0a\u00a0component\u00a0within their bundle.\u201d\u00a0<\/em><\/p>\n\n\n\n

That binary is sharpening rapidly. Non-endemic platforms are entering the space. Banks and content creators are launching their own MVNOs and lifestyle bundles. Additionally, AI is becoming a discovery layer that can bypass apps and websites entirely. As a result, telcos that\u00a0fail to\u00a0build direct relationships with sports\u00a0audiences\u00a0risk becoming invisible infrastructure. Those who invest now in data platforms, conversational AI, and sports content bundling will own the customer relationship. Those who wait will instead find themselves a\u00a0component\u00a0in someone else\u2019s offering.<\/p>\n\n\n\n

The future of AI sports fan engagement<\/strong>\u00a0<\/h3>\n\n\n\n

The picture from\u00a0the industry summit\u00a0is therefore one of urgent convergence. The technical infrastructure is not waiting for a future\u00a0deployment;\u00a0we can see that\u00a0Circuit X\u00a0has\u00a0demonstrated\u00a0that. The AI layer, meanwhile, is maturing at extraordinary speed. Consumer expectations are already ahead of what the industry currently delivers. What\u00a0remains\u00a0is the harder work: aligning rights holders, technology providers,\u00a0MNOs, and clubs around a shared model. One where the fan sits at the centre rather than at the end of a broadcast chain. AI sports fan engagement is the mechanism through which\u00a0that relationship gets rebuilt. The organisations that understand this first will\u00a0consequently\u00a0define the next era of the industry.\u00a0<\/p>\n\n\n\n

Get the latest news on\u00a0CircuitX\u00a0<\/a>and\u00a0how to get involved in\u00a0next year\u2019s\u00a0partnerships.<\/strong><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cSports are losing grip on their fans in general.\u201d\u00a0Speaking at MWC26 Barcelona\u2019s Sports and Entertainment Summit, Vladimir\u00a0Liulka, CEO of\u00a0Blocksport\u00a0did not deliver this verdict softly. He\u00a0stated\u00a0it as fact, and the data backs him up.\u00a0Research\u00a0from Infobip found that 66% of fans feel disconnected from their clubs. Critically, 81% of those disengaged fans are under 35. For an […]<\/p>\n","protected":false},"author":31,"featured_media":14739,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"_oasis_task_priority":"","footnotes":""},"categories":[126,125,438],"tags":[],"algolia_discover_type":[210],"class_list":["post-15041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-5g-theme","category-artificial-intelligence","category-circuitx","algolia_discover_type-resource"],"yoast_head":"\nThe disconnected fan: how AI sports fan engagement is closing the gap\u00a0 - GSMA Foundry<\/title>\n<meta name=\"description\" content=\"AI sports fan engagement is becoming a commercial priority as clubs, MNOs and tech firms race to close the gap with disconnected fans\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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