The Future of Fan Engagement by Disguise

The Future of Fan Engagement

Image Credits: FIBA Media, ASB GlassFloor - FIBA U19 Women’s Basketball World Cup

FAN ENGAGEMENT

The new fandom landscape FAN ENGAGEMENT STATE OF PLAY

Fan engagement is undergoing its biggest shift in decades. Across both sports and live music, audiences are more connected, more discerning and more digitally fluent than ever before, and their expectations are reshaping what live experiences must deliver. But key differences remain, with loyalty among sports fans under greater pressure.

While sports fans may seek real-time stats, replays and data-driven insight, live music audiences are driven by emotional closeness - the feeling of being seen, heard and connected to the artist and the crowd. Yet the underlying demand is the same. Fans want proximity to the action, moments of interaction, and experiences that acknowledge their presence. From immersive visuals and shared crowd moments, to exclusive content and seamless digital services, what was once considered an enhancement has become a baseline for showing up in person.

As fandom evolves, the most engaged audiences are proving to be the most valuable. They spend more, return more often and advocate more loudly. In response, sports clubs, production teams and venues are investing in technologies that elevate every stage of the live journey, from personalised touchpoints to interactive content and emerging AI-led experiences. The message is increasingly clear: the future of fan engagement belongs to those who can deliver seamless, emotionally resonant, and participatory experiences that turn casual spectators into committed, lifelong fans.

Image Credits: F1 Box - Ian Wallman

Sports

70%

of Gen Z and Millennial sports fans want more access to in-stadium stats (Deloitte)

higher spending likelihood among highly engaged fans vs. casual fans (Deloitte)

89% of fans are more likely to return to a sports venue if they have a personalised experience (Zipdo)

Live Music

80% of fans say concerts and festivals are among their most emotionally powerful experiences (Live Nation)

70% of concertgoers want more interactive live experiences (Zipdo)

Writing the new rulebook for fan engagement

Fandom has entered a new era. What once revolved around passive spectatorship and predictable routines now moves at the speed of digital culture, defined by instant access, constant connection, and audiences who expect far more than just a seat in the arena. With 77% of Gen Z preferring to watch sports outside of the stadium, and online streaming of concerts becoming more prevalent, venues must do more to add value for their fans and ensure their physical presence.

To win back attention - and maintain it - sports clubs and live event venues must create experiences that pull fans into the heart of the action, forge genuine closeness with players and artists, and embrace technology as an essential part of the spectacle. These shifts aren’t simply enhancements, they are the new baseline for engaging modern audiences.

“Stadium owners have the power to transform their venues into next-gen, live entertainment campuses. From elevated fan engagement and sponsorship sales enablement, to third party event attraction, digital gamification, and year-round storytelling opportunities, there are so many ways for these stadiums of the future to appeal to modern day fans, boost their revenue, and make a real business impact.”

Jake Stone SVP of Sales - DISGUISE

Image Credits: FIBA Media, ASB GlassFloor - FIBA U19 Women’s Basketball World Cup

Transform spectators into active participants

Today’s fans don’t want to simply watch sports and entertainment - they want to shape it. When it comes to a live event, there are so many opportunities for audiences to play an active role - whether that’s influencing stadium-wide visual displays, contributing to crowd-powered moments or iterating with realtime content that unfolds alongside the game itself. As the boundary between spectator and participant continues to blur, next-generation venues will lean heavily on interactive, gamified elements that turn the crowd into a collective force rather than a passive backdrop. For modern fans, impact is everything - they want to feel their presence, see their contribution, and leave knowing they helped write a piece of the match-day story.

Win the attention game

In an always-on media landscape, attention is fleeting and fiercely contested. Modern fans arrive at a stadium with smartphones in their pockets and a myriad of things competing for their focus. Venues only have moments to capture their attention before it slips away. That means every second inside the stadium needs to deliver when it comes to creating an entertaining experience for fans. From multisensory content to layered visual moments and unexpected bursts of spectacle, the match-day experience must feel rich, dynamic, and relentlessly engaging. In this environment, constant entertainment isn’t an add-on, it’s the baseline for keeping fans in their seats and locked into the moment.

Make it personal

Personalisation has become a universal expectation, and sports is no exception. Today’s fans want experiences shaped around their preferences, not one-size-fits-all moments. The more a venue can empower supporters to tailor their match day, whether through personalised lighting at their seat, curated content during half time, or interactive features that reflect their interests - the more valued and invested those fans will feel.

The desire for individuality is amplified by the rise of player-driven fandom. Younger audiences in particular are drawn to content that spotlights their favourite athletes, and real-time player stats and behind-the-scenes moments can help bring them closer to their heroes. For modern fans, match day isn’t just about the team on the pitch - it’s about the players who feel like part of their world.

Experiment with tech innovation

Underpinning all of this is the fact that today’s fans are digital natives. For them, technology isn’t optional, it’s expected. From cutting-edge LED and projection displays, to AR overlays that bring the pitch and jumbotrons to life, and AI-powered features that enable hyper-personalisation, technology offers endless ways to surprise, engage and delightand the more innovative, the better. By integrating these tools thoughtfully, venues have an incredible opportunity to incorporate a plethora of technology into their space in order to elevate the overall experience for fans and create memories that will last forever.

By playing by these new rules, venues can elevate every moment, deepen fan connection, and create experiences that linger long after the final whistle. In the modern era, the smartest stadiums aren’t just spaces to watch a game - they’re platforms for interactive, unforgettable fan journeys.

Image Credits: Dinamo Minsk - Dreamlaser

How to engage fans at every stage

There are new rules for nextgen stadiums to play by when it comes to drawing fans in, keeping them engaged, and leaving them wanting more. But what does that look like across an actual match-day experience, from the moment fans arrive, to well after the final whistle?

We’ve broken down how to apply these principles throughout the full visitor journey, from getting fans through the door, to keeping them in their seats, and creating memories that last long after they leave.

In a world where attention is fleeting, the stadiums that win will be those that treat fan engagement not as a moment, but as a continuous journey that begins before kick-off and lives on long after the crowd has gone home.

“Sports venues are no longer static spaces used only on game day. Interactive technologies like ASB GlassFloor’s LumiFlex LED flooring effectively help teams and venues engage fans and boost revenue, whether it’s adding interactive elements during games or unlocking content opportunities for sponsors. This transforms stadiums into always-on, programmable environments that can engage fans year-round.”

Read on to see how fans can be engaged at every step of their journey.

Tom Rockhill COO - DISGUISE

Image Credits: Coldplay - DISGUISE

The new sports fan journey

Always-on LED

Stadium exteriors are prime real estate for building pre-match hype - and LED is the star of the show. Sports venues should think big and look to examples like the Las Vegas Sphere when it comes to transforming the outside of their stadium into a dynamic canvas that can do everything from advertising the match to welcoming fans and setting the tone for the rest of match day. The experience starts here.

Data-driven graphics

Today’s fans need constant stimulation - and real-time, data-driven graphics are a powerful way to keep them engaged. From dynamic jumbotron scoreboards to on-pitch moments triggering stadium-wide special effects, venues can turn live data into entertaining, educational bursts that enrich the fan experience. Innovations such as ASB Glassfloor’s interactive LED flooring push this even further, tracking on-pitch movement and performance in real-time to give fans unparalleled insight into their favourite players.

Player showcases

While the players warm up offpitch, stadiums can transform their jumbotrons into pre-match storytelling engines. Venue-wide digital takeovers featuring fanfavourite athletes - complete with highlight reels, stats and iconic career moments - help build anticipation and set the tone before kick off. It’s a simple way to bring fans closer to their heroes and elevate the energy across the stadium.

Crowd participation

Fans don’t want to just sit back and watch - they want to shape their own experience. With smart tools from providers like Cue, spectators can influence match-day moments through live polls and interactive prompts, or even appear on the big screen via integrated camera feeds. Crowd energy can also be harnessed, with decibel levels triggering on-screen reactions and sparking chant-offs where the loudest side sees their team colours take over the stadium. When the crowd drives the content, everyone becomes a part of the action. DURING PRE-MATCH

Gamification

One of the biggest challenges facing stadium owners is keeping fans in their seats - and nothing does that better than tapping into competitive spirit. By adding gamified digital elements to the in-seat experience, venues can turn spectators into active participants, offering quick games via dedicated console or smartphone integration that can trigger reactions on the LED displays and influence the atmosphere in real-time. The Intuit Dome is already leading the way, with integrations from Pixmob and SpinFX providing interactive moments for fans to enjoy in the stands.

Shareable by design

The match may end, but the experience doesn’t have to. By prioritising fun, interactive and visually striking moments, venues can create memories that fans want to capture and share on social media, extending the excitement of match day beyond the venue and tapping into the ripple effect of fan-to-fan influence.

Visual spectacles

Keep energy levels up during down time by putting on a show fans won’t forget. With dynamic LED effects and large-scale projections, venues can transform into an immersive storytelling experience. Think beyond traditional displays and reimagine your pitch as a projection canvas, amplifying scale and drama to take things to the next level. Or, you can also utilise exterior LED to create some fun visual moments for fans to enjoy outside the stadium.

Post-game content

Even after fans leave, engagement shouldn’t stop. Technology allows venues to tell stories year-round, keeping fans connected between matches. Tottenham Hotspur, for example, uses in-house XR production to create high quality branded content that offers behindthe-scenes access to players’ lives, strengthening connection and ensuring fans will return.

Shaping the future of fan engagement

Disguise enables the world’s most ambitious venues to deliver unforgettable, real-time experiences across every surface and every event to elevate engagement for fans.

We combine real-time graphics, content playback, live control, and fan interactivity into a single, scalable platform empowering the world’s most ambitious venues to captivate audiences and drive continuous ROI.

For stadiums and arenas, this means bringing the game to life with data-driven graphics, flexing full creative control from previz to delivery, and unlocking year-round revenue with third party event and sponsorship opportunities.

Thank you for reading.

For more thoughts and insights from Disguise and our community, download the full edition of the Disguise Magazine 2026.