Fan Experience stories

HCLTech will build a digital fan platform for new Hockey One side Melbourne Cobras, linking hockey audiences in Australia and India.

Boost Mobile extends its Supercars deal to 2028, adding Race Radio and tech-team rights while keeping Gold Coast 500 and Pole Award assets.

Oracle renews and deepens its title partnership with Red Bull Racing, putting AI at the heart of F1 strategy ahead of sweeping 2026 rules.

LIV Golf has unveiled Fan Caddie, an AI 'second-screen' assistant offering real-time stats, replays and shopping while fans watch live.

TCL opens Edelweiss Land near Milan Central, showcasing tech and campaign as its Olympic partnership debuts at Milano Cortina 2026.

Okta expands PGA of America deal to unite staff and fan identity security, underpinning the golf body's push into AI-driven digital services.

AI express lanes at the Australian Open went largely unused, leaving fans queuing for hours in near 40C heat despite record attendance.

Twilio signs multi-year deal with AEG to power data-led fan engagement across AXS, Crypto.com Arena and the LA Kings from 2025-26.

Ruckus Networks has signed a multi-site deal to become Official Networking Partner of TGR Haas F1, covering factories and trackside.

Twilio and AEG sign a multi-year deal to power personalised fan engagement across Crypto.com Arena, LA Kings and ticketing platform AXS.

CyberCX will stay on as the Australian Open's cyber security partner through 2026, as tennis ramps up defences against digital threats.

Private 5G and LTE spend will top USD $7.2bn by 2028, as industries shift from public mobile networks to standalone private deployments.

Cricket Australia revamps its Live App with real-time AI insights, chat-style analysis and scorecards going back to 1886.

Ticketek Entertainment Group and Google Cloud have launched Stella, an AI assistant enhancing live event discovery and personalising fan experiences.

Six Nations Rugby partners with Capgemini to enhance fan experience using AI and digital tech across tournaments through to 2029.

Seattle Seahawks partner with Amperity to unify fan data, enabling personalised engagement and improved experiences for supporters at Lumen Field and beyond.

Adobe partners with the Premier League to introduce AI-powered creative tools and personalised content for 1.8 billion fans ahead of the 2025 Fantasy season.

AI reshapes sports fandom, with 54% preferring AI tools for info and 67% seeking a single platform for personalised, interactive experiences.

SAS expands partnership with Orlando Magic to harness AI and data analytics, enhancing live game and digital fan experiences via personalisation and dynamic pricing.

Adobe expands partnership with the NFL as Official Partner, using AI and creative tech to personalise fan experiences for the 2025 NFL Draft and season.