2026 Sports Fan Engagement, Monetisation & AI Trends Survey

One of the strongest signals emerging from the survey is the rapid acceleration of AI adoption across the industry. 81% of executives report that their organisations have increased their use of AI over the past year, largely to boost efficiency and manage rising costs.

The survey also points to a significant transformation in how fans will be engaged digitally. By 2030, respondents believe that owned apps and social video platforms such as YouTube and TikTok will overtake traditional websites as the main channels for connecting with audiences. This anticipated shift reflects the ongoing surge in app-based consumption and the rising influence of short-form video in fan behaviour.

Commercial expectations are evolving as well. While 70% of organisations say sponsors are now pushing for more digital content than ever, more than one-third still struggle to create sponsorship activations that feel truly authentic and aligned with the sport. Despite this challenge, sponsorship strategies are expanding. Nearly 50% plan to grow their international sponsor portfolio, and over half expect to increase their investment in partnerships linked to women’s sport.

Taken together, these findings offer a focused snapshot of the trends shaping how sports organisations will engage fans, activate sponsors and build revenue in 2026—providing a clear look at the priorities driving the industry forward.

Download the survey