The role of technology in shaping ornamental consumption of live sports performance

Abstract

Technology continues to transform the way fans experience live sports, both through broadcasts and in-person attendance. Modern sports venues operated by professional clubs are increasingly equipped with cutting-edge technologies that enhance fan engagement by improving accessibility, comfort, and convenience. These facilities often offer high-speed, free Wi-Fi to support communication and interaction, while also delivering a seamless and immersive experience for spectators. Sports organizations are leveraging technology to provide personalized content tailored to fans’ preferences, meeting the growing demand for deeper engagement with favorite athletes, teams, and sports. This shift reflects a broader trend toward fan-centric innovation in the sports industry. This bibliographic exploratory study aims to conceptualize and document the role of technology in the consumption of live sports content. To this end, the study introduces the “Sports Tech Mix Conceptual Model”, which outlines the key stages in the journey from sports content production to fan consumption. The model comprises six core components: (1) Sports Content Production, (2) Content Capture (Recording and Digitalization), (3) Processing and Computing (Enhancement and Storage), (4) Distribution (Market Delivery of Content), (5) Delivery Devices (Technological Interfaces for Fan Access), (6) Service Beneficiaries (Fan Consumption and Engagement). The insights derived from this model can contribute meaningfully to both academic research and practical applications in sports management and marketing. It offers a forward-looking perspective on the integration of technology in sports, with implications for organizational strategy, fan engagement, and curriculum development in higher education programs related to physical education, sports management, marketing, and recreation.