Technology is rewriting fan expectations, new revenue pressures are reshaping traditional models, and legacy infrastructure is struggling to keep up with a digital-first world. Last week, Globant participated in Sport Business Journal AXS DRIVE, together with its sports division, Sportian, and the message was clear: sports organizations are facing the same battles over and over. The main and most commonly cited pain points are data silos, outdated systems and infrastructure, unknown ROI, broken revenue models, and a fan experience that still feels stuck in the 1990s.
The sports entertainment industry and sports organizations must stop guessing and start transforming how they approach technology as a strategic and operational imperative.
1. Data Silos Are Running the Show
Ticketing, concessions, retail, marketing… every system remains an island when teams spend on tech but can’t connect the dots. What’s the reason, you ask? Business leaders and data teams don’t share the same language, resulting in decisions based on instinct, not data-driven insights. Sports organizations don’t just need more tech; they need connected ecosystems.
2. Legacy Thinking Is Dragging Down Venues
Stadiums and arenas are showing their age; instead, they should feel as seamless as the digital experiences fans are used to. With slow access, long bathroom lines, clunky concessions, and messy parking, fans are not impressed; they expect and deserve better. Meanwhile, with AI and new tech moving at warp speed, sports organizations have difficulty keeping up, running the show, evolving fan loyalty, and increasing digital fan engagement.
3. The ROI Gap on Tech Investment
Sure, teams and leagues are pouring money into data and analytics platforms, but are they getting enough return? The jury is still out on that one. With strategy and execution not keeping up with each other, integration and alignment are scarce, and tech adds noise. Avoid tech for tech’s sake; sports organizations would benefit from an outcome-based roadmap aligned to a cohesive and comprehensive strategy.
4. Traditional Revenue Models Are Stagnant
Raise ticket prices, and you risk alienating your most loyal fans. Premium packages? Rising costs are eating margins. Secondary markets? They’re still chaotic. Ticketing prices cannot be the only part of a long-term strategy. The pressure to find new income streams is real, but most teams and leagues still find themselves stuck in old frameworks. Ticket prices need to reflect the offered fan experience.
5. The Fan Experience Disconnect
Today’s fans want personalization, gamification, and platforms that speak to them. Younger fans don’t want clunky, static experiences. They expect immersive tech and media integration to create phygital experiences that feel fresh, relevant, and worth returning for. Ignore that, and you lose them. Some teams are already responding and pushing the boundaries of the possible; yours should too.The Bottom Line: Connect it all
The insights from SBJ AXS DRIVE confirmed what we see daily: sports organizations need a reset.
- Break down the data and systems silos.
- Align strategy with technology.
- Business-goals-oriented tech.
- Create revenue models built for the next generation.
- Redesign and connect fan experiences end-to-end.
Seamless Fan Journeys, Powered by Globant and Sportian
Globant helps sports organizations connect the dots across ticketing, access control, payments, retail, concessions, marketing, and fan data, turning fragmented systems into a unified, seamless end-to-end fan journey. Through Sportian, a Globant-powered venture, it offers the world’s largest sports technology ecosystem to help all players in the industry to grow sustainably, using agentic AI and expert teams to reimagine the entire game-day experience, from security and operations to parking, retail, personalized offers, and immersive experiences and moments that build brand loyalty. By testing new models in digital monetization and fan rewards, and grounding every step in data-driven insight, Globant and Sportian help teams create experiences that feel effortless for fans and are truly valuable for the business.
The future of sports and sports innovation isn’t about bigger stadiums or louder scoreboards. It’s about connected, data-driven, AI-powered experiences that keep fans coming back, on game day and beyond. The question isn’t if change is coming. It’s whether your organization is ready to lead it. Learn more by visiting Globant Sports Studio.
