Economic impact of sports | Deloitte Insights

Enhancing fan engagement by meeting generational preferences

Fans of different generations are consuming sports in different ways. According to Deloitte UK’s The Future of Sport 2024, 84% of global sports leaders surveyed said they expected different consumption preferences to be one of the most impactful next-generation trends over the next five years. Sports organizations should balance embracing the core traditions of a game-day experience with Generation Z and Generation Alpha’s heightened expectations of entertainment.¹⁰

As a first step in developing the stadium experience, organizations should consider the basics: comfort and safety, view, quality on-field product, and an exciting atmosphere. These attributes are important for many fans and should be mastered before looking at any advanced plans.

After establishing these foundations, some organizations may look to differentiate their experiences by providing end-to-end entertainment options for fans before, during, and after the game. Not only can this help enable greater spending of both time and money for fans at these stadiums, but it can also foster a greater sense of community around the sports organizations. By integrating community culture into the fabric of the stadium, the game-day experience can be uniquely localized.

The Toronto Blue Jays embarked on new renovations on their stadium at the Rogers Centre, with two phases of work aimed at elevating the fan experience. Phase one, completed in 2023, unveiled five distinct outfield “neighborhoods” within the ballpark stands, encompassing local cuisine and entertainment, representing differentiated fan experiences, and providing social spaces in each.¹¹ The renovations also included upgraded digital technology such as “Tap N Go,” a new automated market service for food and beverage, as well as “Walk Thru Bru,” a self-serve beverage-concession stand to speed up service times.¹² Phase two of the Rogers Centre renovation includes fan-centric adjustments such as angling seats toward home plate for improved sightlines.¹³

The smart stadium

The next generation tends to consume sports in a digital-first manner, and their game-day experiences are often no different.¹⁴ Some sports organizations are designing “smart stadium districts” that integrate advanced technology to personalize the fan experience.¹⁵ The global smart stadium market is growing, with a 2024 market size of over US$8 billion, which is expected to reach more than US$38 billion by 2033.¹⁶

The requirements for fan engagement are changing, as Gen Z and Gen Alpha prefer shorter, more dynamic content.¹⁷ Experiences are becoming a differentiator for organizations, as fans increasingly want value and will pay for greater experiences over material objects.¹⁸ New builds are incorporating elements of gaming, merchandising operations, and designs that consider “second-screen syndrome,” in which the majority of fans tend to look at secondary screens while watching sports. According to Deloitte research, 77% of sports fans surveyed say they’ve done at least one additional activity related to a game while watching a sporting event, including looking up stats, using social media, or betting.¹⁹ New stadiums are using integrated technology to broadcast these elements, keeping a greater portion of fans’ focus within the stadium.²⁰

The National Basketball Association’s Los Angeles Clippers unveiled their new arena, the Intuit Dome, built to differentiate the fan experience at the forefront. A key highlight of the new arena is the custom-built “Halo Board,” which optimizes sight lines from all seats and prioritizes the viewing experience of upper-bowl seating. The double-sided video board hanging above center court contains a game feed, “coaches corner” with in-depth statistics, instant replays, Steve Cam (keeping tabs on Clippers owner Steve Ballmer), player profile features including photos and other personal promotions such as player foundation information, and more. To enhance the fan experience, the Halo Board will also reinvent the coveted T-shirt toss with T-shirt cannons attached, enabling fans in the upper tiers to be able to receive merchandise as well. The Intuit Dome plans to reach levels of engagement not seen before in sports, as fans will be rewarded for their cheering and provided gaming consoles at each seat for use in game-day entertainment activities, further gamifying fandom.²¹

The next generation of fans will likely expect personalized, seamless, and on-demand experiences. Stadium districts can incentivize fans to stay longer and enjoy different offerings including food, music and culture, as well as social spaces for different types of fans. Sports organizations are building these districts to give local and visiting fans a premium experience and generating new touchpoints for them while they are in the area.²² New technologies are streamlining purchasing by making it quicker to purchase, such as click and collect merchandise or food and beverage, as well as ticket software that can personalize messaging for each fan.²³ Additionally, fans are entering the stadium in new ways, often contributing to a more convenient fan experience. Mercedes-Benz Stadium partnered with Delta to create Fly-Through Lanes, which uses facial recognition to gain quick entry for fans visiting the stadium.²⁴