Five Things We Learned About Fan Engagement and Monetisation

Stats Perform’s VP of AI Applications and Solutions, Niall Hendry, highlights what our 2026 Sports Fan Engagement, Monetisation & AI Trends Survey reveals about evolving fan behaviour and new growth opportunities in sports media.

By: Niall Hendry

Shifts in platform preference, content formats and sponsorship expectations are reshaping how fans connect with sport – and how organisations look to engage them.

To understand these changes, we surveyed 675 executives across teams and leagues, broadcasters, digital media organisations, betting operators, sponsors and brands. Their responses reveal the strongest trends influencing fan engagement and monetisation today, as well as where the biggest opportunities will emerge over the next five years.

Here are five of our biggest takeaways from the survey findings and what they mean for the future of fan engagement.

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1. Apps and social video are taking over

By 2030, the sports media executives we surveyed expect owned apps to surpass traditional websites as the primary digital touchpoint for fan engagement. At the same time, social video continues to rise. Platforms such as YouTube and TikTok are challenging traditional TV, which is projected to become significantly less important for reaching fans over the next five years.

Together, these shifts signal a decisive move towards mobile-first consumption. Fans increasingly turn to mobile-friendly, sharable content formats to follow their favourite sports, and organisations will need to adapt to these behaviours to stay relevant and competitive.

2. Short-form video builds fanbases, while long-form drives revenue

With consumption habits evolving, short-form video has emerged as the most effective way to drive user growth and spark engagement. More than half of surveyed sports media executives identified it as the key to reaching fans.

Long-form video, however, plays a crucial role in monetisation. While short clips capture attention and attract new fans, longer formats are where audiences spend more time and ultimately deliver the greatest revenue impact.

The most successful media strategies combine both: short-form content to expand reach and engagement, and long-form experiences to convert that engagement into commercial value. The ability to produce both formats efficiently and at scale has become a core competitive advantage for sports media organisations.

3. Automated highlights are on the rise

The shift towards short-form video is driven largely by younger audiences, who expect fast, snackable content tailored to their interests. Nearly three-quarters of respondents believe younger fans have decreasing attention spans, making fast mobile-first formats essential for keeping them engaged.

To meet this demand, sports media teams are increasingly turning to automation. 81% of surveyed executives say they are already using or planning to use automated highlights and AI-powered content generation to deliver instant clips that match how young fans consume sport.

Automation enables organisations to produce timely, personalised content at scale – a critical capability as short-form video continues to dominate the fan engagement landscape.

4. Sponsors want authentic digital activations

As digital channels have become the primary space for fan engagement, sponsors are seeking new ways to maintain visibility and relevance. They want their activations integrated directly into the digital experiences that fans engage with most.

However, more than one-third of respondents say they struggle to find authentic ways to link sponsors to sport. To meet both fan expectations and sponsor demands, organisations need activations that blend creativity, relevance and scalability. Delivering sponsor value in a way that feels natural to fans is vital for growing commercial revenue in a digital environment defined by intense competition for attention.

5. Women’s and international sport sponsorships are accelerating

Women’s sport represents one of the fastest-growing commercial opportunities in the industry. More than half of the surveyed teams and leagues, digital media organisations and broadcasters are planning to expand their women’s sport sponsor base, recognising both its revenue-generating potential and its rapidly growing fanbase.

The globalisation of sport is driving similar change. Nearly half of respondents say they are increasing efforts to attract international sponsors as brands look to reach new markets and connect with fans around the world.

To successfully activate these partners, organisations need storytelling that is authentic, relevant and grounded in high-quality data. Sponsors want to feel meaningfully connected to the sport, and fans expect partnerships that enhance – not interrupt – their experience. Getting this balance right is key to unlocking the full commercial potential of these expanding sponsorship categories.

Win in the new era of fan engagement

Fan engagement and monetisation strategies are undergoing a profound transformation. As fans embrace mobile-first viewing habits, consume more instantly available, fast content and expect sponsor activations that feel natural, proactive organisations are looking to adapt their strategies to stay competitive. Success now depends on delivering timely and meaningful experiences that are aligned with how today’s fans consume sport.

To explore these trends in depth, along with many others shaping the future of sports media, including how AI is helping organisations unlock new value, download Stats Perform’s 2026 Sports Fan Engagement, Monetisation and AI Trends Report by filling out the form below.