By Mounir Zok
We’re standing on the precipice of a new era in sports. As we look to the year ahead, and the possibilities in store, the industry finds itself at a critical juncture in its digitalization. No longer is the data and digital transformation reshaping the sporting landscape a distant vision, but an immediate necessity in a dramatically changing world reliant on digital consumption.
Meanwhile, sports teams and bodies are exploring ways to improve how their current technological infrastructure is serving both the experiences of their fans and optimizing their operations. “Data” – how they collect it, understand it, and leverage it thereafter – is the key to unlocking this potential. As the CEO of N3XT Sports, an agency helping sports organizations get ready for this data-rich future, we’re witnessing a shift in how the sector connects with audiences and understand firsthand the risks posed to those who choose to stand still.
The sports world of 2025 is unrecognizable from only a few years ago. Gone are the days when a strong brand and loyal fanbase were enough to ensure success. In creating unparalleled fan experiences, and maximizing their commercial and operational acumen, data governance is therefore vital to the industry’s “futureproofing” efforts.
The path forward is clear, albeit challenging. Sports entities must transform data into a strategic asset. This means moving beyond mere data collection to sophisticated analysis that drives decision-making. Imagine tailoring marketing campaigns with laser precision, predicting fan behaviors to evolve direct-to-consumer (D2C) experiences, and optimizing sponsorship assets in real-time. These are not futuristic concepts but present-day imperatives.
Yet, our research reveals a troubling disconnect at all levels of the industry. While 56.4 percent of top-flight European football clubs, for example, boast impressive digital inventories, only 34.6 percent demonstrate comparable prowess in data collection. This gap between digital presence and data utilization is not just a minor inefficiency; it’s a chasm that threatens to stall growth and diminish competition, not only in the echelons of European football, but across all sports ecosystems.
Moreover, the global expansion of sports brands hinges on this digital revolution. The ability to deliver personalized, localized content across markets is no longer a luxury but a necessity. Marcos Pelegrin, N3XT Sports’ Director of Commercial Services, previously of LaLiga, speaks about the digital investment that’s required of clubs wanting to “broaden audience engagement outside their domestic markets”, adding: “It’s clear from the research that the majority of elite European clubs are collecting the data, but there is a case that they could be using the data more effectively and to better serve their commercial growth.”
In recognising this demand for geographical expansion, our recent expansion into the Gulf region underscores the importance of bridging digital divides and connecting with fans on a global scale. With our team operating on two continents, they are well-positioned to connect clients and partners across markets, while also helping clubs, leagues, and federations grow their brand overseas. Outlined in our Digital & Data Transformation Guidebook 2024-2025, our team is providing a ten-year digital growth plan for the Gulf region’s sports ecosystem, which will undergo significant changes in the lead up to, in particular, the Saudi Arabia 2034 men’s FIFA World Cup during the coming decade.
The in-stadium experience, too, is undergoing a radical transformation. Smart stadiums are not just about convenience; they’re about creating a seamless, data-driven journey from ticket purchase to post-game analysis. The stadium experience will be imperative, not only to the in-person experiences, but also for building connections with their local communities away from the terraces. The digitalization of stadium infrastructure, in both traditional and emerging markets, will offer a critical insight into what the stadium’s role should be.
As Hisham Shehabi, our COO, aptly puts it: “Sports properties must treat their stadium infrastructure like a digital asset.” A helicopter view of the fan journey and a stadium’s data-management capabilities is necessary “across all [digital] touchpoints in the venue,” he says, “to improve their experience, operate efficiently, and maximize revenues.”
But let’s be clear: this transformation is not without its challenges. The specter of data silos looms large, threatening to undermine the very efficiencies we are seeking to create for our clients. The solution lies in a holistic approach to digital infrastructure, one that breaks down barriers and fosters a unified, yet adaptable, view of the fan journey. While “data” is imperative in this endeavor, sports properties must first own the technological infrastructure to manage, and then learn from, the large volume of fan intelligence that will become ubiquitous in sports.
As we look to the future, the integration of artificial intelligence (AI) and machine learning tools into sports management is not just exciting; it’s essential. From talent acquisition to game-day operations, these technologies promise to revolutionize every aspect of the industry. Our research shows that organizations that integrate AI into their operations reduce inefficiency by a rate of at least 50 percent and develop new value for all stakeholders.
This significant improvement in efficiency and value creation underscores the critical importance of AI adoption in the sports industry. In the months ahead, this will include the facilitation of necessary training and awareness programs for clients to better understand how they can adopt the latest technologies, including the integration of AI and machine-learning tools.
The sports organizations that will thrive in 2025 and beyond will therefore be those that embrace sport’s digital future wholeheartedly. They will be the ones who see data not as a by-product of their operations but as the lifeblood of their success. They will be the innovators who use technology to forge deeper connections with fans, unlock new revenue streams, and redefine what it means to be a sports brand in the digital age; futureproofing the success of their brand for generations to come.
We’re standing on the precipice of a new era and the true meaning of digital transformation within sports. The game has changed. The question now is: are you ready to play?
WHAT’S N3XT?
N3XT Sports’ end-to-end digital transformation service guides sports organization through the whole digital transformation process, from the internal assessment of our clients’ technology stacks, through to the design and implementation of digital products and strategies designed to both heighten the fan experience, optimize data collection, and improve their internal operations.
Our team at N3XT Sports works tirelessly to develop and implement data and digital transformation strategies across a multitude of sports properties at federation level, competition level, and club level. To find out more about how N3XT Sports can serve your organization, fill out the form below, and we’ll be in touch. Our goal is to drive the digitalization of the sports industry and our clients.