Technology in sport has shifted from being a sideshow, a necessary evil or something that keeps the lights on, to becoming the single most important driving force within the industry.
Digital innovations are raising standards on the pitch, creating growth off it and improving the experience for fans and participants around the world.
But the intersection of these two worlds is constantly evolving. If the cliches are right – in that a week is a long time in soccer and all technology is out of date within six months – then it can be difficult to foresee what the sports technology landscape will look like in just a few months, never mind in a year’s time.
But, once again, SportsPro has looked into its Gen AI-powered, 5G-enabled and cloud-connected sports technology crystal ball to identify six trends set to define 2026.
If you want even more insight, then register to receive SportsPro and Sportradar’s inaugural Global Sportstech Report, which identifies key trends, use cases and future innovations, while featuring input from some of the biggest names across sport and technology, plus everything in between.
Athletes become their own media and data platforms
Sport might be a global industry worth US$2.3 trillion but a large proportion of revenues are generated, directly and indirectly, by elite athletes who are increasingly aware of their worth.
Zlatan Ibrahimovic’s crusade against video game licensing and Project Red Card’s pursuit of compensation for performance data use are two more combative examples of this trend. But, in general, athletes are becoming more proactive about monetising and protecting their intellectual property.
Athletes, already familiar with the benefits of social media to engage fans and sponsors, are becoming their own independent media and data platforms.
Digital channels will evolve with more sophisticated methods of content monetisation as properties share rights and revenue, while advances in AI and data analytics, such as skeletal tracking, wearables and mobile apps, are increasing the volume and variety of data that can be used in performance and media applications.
This shift will result in more structured frameworks in contracts and collective bargaining agreements (CBAs), supported by a new wave of content and data management solutions from the sports technology sector.
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AI provides foundation for premium streaming services
With ESPN and Fox finally going direct-to-consumer (DTC) in the US, the first wave of sport’s great streaming migration is complete. The challenge now is to stay competitive in a fiercely contested marketplace and identify incremental revenue streams that will generate a return on investment.
AI will help streaming platforms become more than just digital retransmissions of a linear feed of content by creating a premium service layer that attracts and retains the attention and disposable income of consumers, driving income from subscriptions and other sources.
Examples include hyper-personalised content based on intelligent algorithms, ChatGPT-style prompts, custom multilingual audio commentary, bespoke graphics that visualise key data, fantasy sports information, and betting markets.
AI will also power new types of immersive experiences that bring fans closer to sport, such as digital twin-based interactive environments and mixed reality applications that provide 360-degree views of live events or allow viewers to watch a game from the perspective of their favourite player.
Prompt-based interactions and personal assistants are the next big thing in fan engagement (Image credit: Premier League/Microsoft)
ChatGPT opens door for prompt-based fan engagement
The Global Sportstech Report highlights how sport is becoming more comfortable with AI, while Gen AI tools such as ChatGPT have already changed how consumers interact with technology.
The next 12 months will see ‘prompt-based’ Gen AI tools become commonplace across the industry, capable of providing detailed information and creating multimedia content based on text or voice inputs.
For example, the Premier League and Microsoft have already created a conversational chatbot capable of providing information around the league’s official fantasy game, while Wimbledon and other sports properties believe it will soon be possible to create bespoke video packages based on simple commands. Meanwhile, the betting industry is leveraging Gen AI to develop services that can create complex bets that would be challenging to construct using manual methods.
Combined with Google’s shift towards AI-powered search results, it’s clear that the future of fan engagement is conversational.
Is augmented reality (AR) about to unleash a wave of adoption and innovation in the immersive space? (Image credit: Atletico Madrid)
AR, not VR, is catalyst for immersive experiences
When Atletico Madrid assistant coach German Burgos became the first person to use Google Glass during a live professional soccer match in 2014, many interpreted it as a tipping point for the arrival of mixed reality applications in sport.
Yet progress over the past 12 years has been slow. Although investments by Meta and Apple have stimulated the developer ecosystem, hardware has remained unaffordable or undesirable and consumer demand has remained latent.
However, many believe mixed reality is now on the verge of a revival as momentum shifts away from fully enclosed VR headsets towards AR devices created by fashion brands such as Ray-Ban, which has collaborated with Meta.
AR applications can overlay data on live action or create visual effects such as a ball travelling into the face of a viewer. Crucially, all this will happen without taking the user out of their physical environment or away from their friends – both of which have been significant barriers to adoption to date.
Shared reality becomes shared ambition
Capacity, accessibility and affordability barriers mean only a fraction of fans will ever be able to watch their favourite sporting events in person.
Immersive ‘shared reality’ experiences that bridge the gap between the physical and digital worlds are increasingly seen as an effective tool to engage and monetise remote fans by offering the next best thing to being there.
Cosm’s purpose-built facilities in the US feature 87-foot LED domes, immersive camera angles, atmospheric sound and authentic food and beverage options, alongside other venue elements such as merchandise stands.
The concept is set to take off. Cosm, which builds nearly the entirety of its tech stack itself, is looking to scale its technology. Manchester United are also reportedly seeking to combine innovations from their tech partners with IMAX technology to create an immersive experience that replicates the sights, sounds and atmosphere of Old Trafford for its global fanbase.
Regulation overshadows prediction market explosion
Prediction markets, where participants exchange contracts tied to the outcome of a specific sporting event, with their value appreciating or depreciating accordingly, were arguably the biggest betting trend of 2026.
The real-time element of these transactions helps explain their appeal to consumers, while the fact that they operate under federal commodities and derivatives regulation rather than traditional state gambling laws means they can be offered in US states where betting is not legal.
The likes of Fanatics, FanDuel and DraftKings are joining early movers Kalshi and Polymarket in launching exchanges, while DAZN has agreed a deal to integrate Polymarket data into its live broadcasts in the US.
Activity on prediction markets, which is not limited to sport, will continue to grow dramatically in 2026. However, the spectre of tighter regulation is unlikely to go away any time soon, with several state regulators believing they should have oversight. Additionally, multiple lawsuits have been filed, alleging that popular exchanges operate like traditional casinos or bookmakers.
AI promises transformation, but most sports organisations struggle with implementation. This April, SportsPro London will reveal what’s actually delivering ROI today – from fan personalisation to ticketing revenue – as well as case studies from those making it work. Learn more here.
