The Future of Sports Engagement Beyond the Court

The most recent edition of the SBC Summit, held in Lisbon, brought together the gaming industry to discuss trends. For Sportradar, which operates at the intersection of sports, technology, and media, the event highlighted how innovation is changing the way audiences consume and interact with sports.

For me, one of the highlights was the “Leadership in Sports Business” panel, featuring Sportradar founder and CEO Carsten Koerl, global sports legend Michael Jordan, and Jason Robins, co-founder and CEO of DraftKings. The discussion focused on what excellence means both on the court and in the corporate world.

It has become clear that the concept of a “sports fan” has changed. The passive viewer has given way to an audience that seeks a deeper, more immersive, and more personalized connection. Michael Jordan pointed out that behind every innovation lies the desire to bring fans closer to the action. The challenge facing the industry is not just to broadcast the game, but to make fans feel like they’re part of it.

Carsten explained how to get there. Technology and data are central to this: artificial intelligence, real-time statistics, and advanced visualizations enable leagues and media companies to meet audience expectations. Today, engagement is built on narratives based on fast and accurate data.

The panel also highlighted the connection between leadership in sports and success in business. Building a dynasty requires resilience, adaptability, long-term focus, and the ability to bring together talented professionals and get the most out of the team. These are the same skills needed to lead the sports technology market.

SBC Lisbon reinforced an important trend for the future of the sport. Value creation goes beyond broadcast rights and increasingly depends on the ability to understand fan behavior and transform those insights into more relevant experiences. In this context, artificial intelligence is a strategic element for driving innovation, expanding engagement possibilities, and opening up new growth opportunities for the industry. This transformation is only beginning to reveal its potential and the opportunities it can generate for the future of sports.

* Robson Silveira is a graduate in Advertising with 15 years of experience in the advertising industry, with a background in retail and product marketing. He specializes in marketing and business development in the sports sector, having led these areas at the São Paulo Football Federation.