How the USA is Revolutionizing Sports & Entertainment – 7 Key Trends You Need to Know

Sporting events are no longer just about the hard hits or the technicalities of the game. There is a fusion of audiences who are watching the game for its lifestyle and entertainment aspects. As Markus Kuhn, a former German football player for the New York Giants, points out, people are there to watch the fireworks, live performances, tailgating, and other engaging elements. This represents a new target group that events and brands can focus on.

Games in America, as Kuhn highlights, are an all-day event. An NFL game in the USA, unlike a Bundesliga match in Germany, where it ends after 90 minutes, extends throughout the entire day. It creates a "party entertainment" experience that families watch together. This is a strategy that the sporting industry in Europe can learn from America.

This fusion also means that entertainment companies are now investing in sports, and athletes are becoming entertainers. The collaboration between sports and entertainment allows each to capitalize on the popularity of the other while expanding access to a broader audience.

The collaboration between the NBA and Marvel or Lewis Hamilton co-hosting the Met Gala are examples of the success of such partnerships.

The convergence of sports and lifestyle has elevated athletes to the status of style icons. Fashion is increasingly using sports as a medium to expand its reach and global influence through athletes.

Fans closely follow their favorite players and are eager to adopt their style. The growing influence of athletes has already led to fashion collaborations with luxury, non-sport brands. A case in point is the collaboration between Kylian Mbappé and Christian Dior or Naomi Osaka and Victoria’s Secret.

It’s not just athletes— the rising popularity of sports is also driving brands to collaborate. Ute Stauss, Managing Director at Germany Licensing International, highlights examples of how high-fashion houses like Gucci and Louis Vuitton are teaming up with sports brands like Adidas and Nike to create a luxury-athletic fusion, catering to the demand in lifestyle markets.

Gaming and virtual events allow people to watch games without the need to travel. They also help sports strengthen their presence across continents and reach new markets.

This trend has already permeated traditional football, basketball, and racing events. NBA 2K, the Formula One eSports Series, and EA Sports FIFA are all stellar examples showcasing the potential and success of e-gaming formats.

Livestream sessions hosted by players like Neymar or JuJu Smith-Schuster are particularly popular with Gen Z and Alpha, enhancing fan engagement. Not only are these sessions accessible to fans globally, but they also provide year-round interaction, something not possible in traditional sports.

This new format presents immense benefits and opportunities for the sports industry, including new revenue streams, increased fan engagement, and an expanded global footprint.

By fostering personal connections with fans, the US sports industry has strengthened its presence in people’s lives. This personalization is reflected in merchandise, apparel, and stadium experiences, all of which enhance the fan experience.

The Dallas Cowboys, for instance, are known for their personalized reward programs, where fans can earn points by attending games or engaging online. Such promotions offer a valuable opportunity to boost brand engagement.

The potential for AR/VR in sports is immense. Fans are no longer satisfied with merely watching games on television—they seek a more immersive experience that makes them feel like they are in the stadium. AR/VR technology, powered by AI, can make this possible.

The US is at the forefront of this trend, offering experiences such as virtual tours of Lambeau Field using VR. Additionally, platforms like NextVR and Oculus allow fans to experience games courtside or from the 50-yard line, as seen with the NBA’s League Pass for VR broadcasts. Some stadiums even feature AR-powered kiosks that let fans interact with virtual mascots and athletes.

These innovative experiences present significant advertising and marketing opportunities for brands. Campaigns like Pepsi’s AR-powered photo booths and Nike’s virtual sneaker tryouts demonstrate how companies can leverage these technologies to create impactful marketing strategies.

Social media has become the focal point for brands looking to drive marketing efforts and boost conversions, and the sports industry is no exception. It is playing an increasingly prominent role in the marketing strategies of brands, teams, and organizations within the sports market.

Stauss highlights content as a powerful brand-building tool. She elaborates on the growing trend of using storytelling to create a human connection that reveals the personal side of sports. In her words, “The athlete's journeys, team rivalries, or historical moments—all of these can create emotional resonance and, of course, support brand identity.”

She further emphasizes the significance of user-generated content (UGC), which is rapidly becoming a key driver of organic growth and fan engagement. Documentaries on sports stars like David Beckham or films about Ferrari exemplify how storytelling on social media and OTT platforms can attract audiences who may not traditionally follow the sport.

Technologies like AI hold immense potential as a transformative force capable of revolutionizing every aspect of the sports industry. The US has been a pioneer in harnessing this power to maximize opportunities.

Beyond its applications in player training and game strategy planning, technology is also being used in sports broadcasting, media, venue management, and more. Patrick Kessel, Co-Founder of RefCam, who helped develop the innovative RefCam technology that relays a match from the referee’s perspective, highlights the advantages such technology brings to the game.

In addition to offering a more immersive experience for viewers, it also benefits teams and sponsors. They can obtain game footage from these cameras and use it for marketing. Kessel mentions how the Bundesliga posted such a clip as a reel on their Instagram account, garnering ten times more likes than their other posts.

There are numerous applications of technology in sports. It can be used to analyze viewership and fan engagement, generate highlights, and personalize content. Platforms like ESPN are already leveraging AI to recommend personalized content based on viewers’ preferences.