Connect with us

Technology

IBM Study: Fan Engagement and Consumption of Sports Shifting, Reveals New Opportunities for Technology Integrations including AI

Published

on

International sports fans surveyed are optimistic about the impact of technologies like AI on their digital sports experiences.Real-time updates and personalized content rank as top priorities for fans when it comes to how generative AI can enhance following and engaging with sports events.Younger sports fans overwhelmingly embrace AI-powered experiences and digital platforms for sports content consumption and engagement.

ARMONK, N.Y., June 26, 2024 /PRNewswire/ — As sports fans worldwide tune in to a myriad of athletic events this summer, new research commissioned by IBM (NYSE: IBM) reveals a growing generational shift and acceptance of technology-driven experiences that will impact the future of sports consumption.

The international study*, conducted by Morning Consult, gathers insights from more than 18,000 sports fans across 10 countries to better understand both how they follow and engage with sports, including live coverage, highlights, and summaries, as well as preferences for future engagement and consumption. The findings confirm that fans are prioritizing more personalized and time-saving digital sports content, with the majority recognizing the positive impact technologies like artificial intelligence (AI) will have on these experiences.

The data also confirms that younger sports fans are more likely to favor AI-enhanced features as they increasingly turn to digital platforms for sports content. Surveyed fans aged 18-29 are using a mobile phone or tablet as their primary device to watch sporting events more often than older fans, with subscription streaming of live sporting events being most popular among the younger age group. More than half (58%) of 18-29 year old respondents also believe AI will have a positive impact on sports.

Alternatively, respondents from older age groups remain loyal to traditional methods of consumption, with linear broadcasting being most popular among fans 45+. Forty percent of surveyed fans over the age of 55 believe AI will have a positive impact on sports.

“Fans worldwide are continuing to embrace platforms and solutions that allow them to feel more connected and informed on their favorite sporting events and athletes, and IBM’s new study confirms this now includes embracing technologies like AI to deliver these experiences,” said Noah Syken, Vice President, Sports and Entertainment Partnerships. “IBM’s longstanding portfolio of Sports and Entertainment partnerships aims to deliver on these expectations from fans by putting in the hands of our partners the most advanced IBM technologies from our AI and data platform watsonx.”

Other key study findings include:

Fans are optimistic about the impact of technology on sports, paving the way for generative AI powered experiences

63% of respondents point to data analytics as having the most positive impact on sports, while 50% of respondents think AI will have a positive impact.When it comes to how generative AI can improve engagement, surveyed sports fans identify real-time updates (34%) and personalized content (29%) as the top priorities.India, UAE and Saudi Arabia rank the highest in countries where fans are prioritizing real-time updates and personalized content powered by generative AI.

Fans now prioritize personalized, bite-sized content when it comes to their consumption of sport content

More than half (56%) of respondents turn to social media for additional sports content; 46% are getting additional content from broadcast/video news while 35% are turning to news articles.64% of those fans engaging in additional sports content are viewing highlight videos of best moments; 48% are consuming post-match recaps and analysis.Among those engaging in additional sports content, respondents rank summarized content (33%) as their top priority followed by personalized content (26%).Sports fans are watching event summaries more often, with 41% of respondents indicating they watch summaries or highlights weekly; 24% report daily engagement.

Younger fans may be reshaping how consumers experience sports content, as they engage with content via multiple screens and are more likely to favor AI-powered enhancements

Younger fans (18-29) are most likely to view sports highlights through social media over other platforms.When it comes to consuming sports content, fans aged between 18-29 are more likely to rank personalized content as their top priority.Fans aged 18-29 are more likely to rate AI improvements as high priority, with real-time updates (40%) and personalized content (36%) topping the list of priorities.While real-time updates (26%) and personalized content (19%) also top the list of AI improvement priorities among older fans (55+), these respondents are much less likely to consider AI improvements a high priority.Younger fans are also more likely to be using multiple devices while engaging with sporting events than older fans (55+). 10% of younger fans surveyed use three or more devices while watching sports compared to only 2% of older fans.

While TV is the most common method for viewing sports, fans are increasingly using multiple devices to follow sporting events

64% of surveyed fans say linear or streaming TV is their top choice for watching sports.31% of respondents say they are most likely to watch a live sporting event on linear broadcast; 28% say they use a subscription streaming service and 23% use a free streaming serviceSubscription streaming of live sporting events is most popular among younger fans aged between 18-29.Mobile devices are a noteworthy alternative for watching sports, with 20% of consumers reporting it is the top way they watch sporting events and 38% saying it is their second most likely options.28% of surveyed sports fans use at least two devices while watching sporting events; 24% report they use at least two devices while listening to sportsFans between 18-44 are more likely to be using three or more devices.Respondents rank multi-tasking as the top reason for using multiple devices when consuming sports, followed by finding more game information while watching or listening to the sport.

To view the full study, visit: https://newsroom.ibm.com/image/IBM+Global+Sports+Attitudes+and+Behaviors+Report+June+2024.pdf

*Study Methodology
This survey was conducted in May 2024 among a total sample of 18,082 sports fans 18+ in the US, Canada, the UK, France, Germany, Italy, Spain, India, the UAE, and Saudi Arabia. The interviews for each country were conducted online, and the data is unweighted, with ~2,000 responses per market in the US, Canada, the UK, France, Germany, Italy, Spain, and India and ~1,000 responses per market in the UAE and Saudi Arabia.

To qualify for this survey respondents must be at least an average sports fan and follow one or more of the following sports: Soccer, Cricket, Tennis, Basketball, Baseball, Rugby, Golf, American football, F1 racing, Track and field, Swimming, and the Olympics.

About IBM
IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Thousands of government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM’s long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit www.ibm.com for more information.

Media Contacts:

Sarah Benchaita
IBM Corporate Communications
sarah.benchaita@ibm.com

Marisa Conway
IBM Corporate Communications
conwaym@us.ibm.com

Logo – https://mma.prnewswire.com/media/2319830/IBM_LOGO_1.jpg

View original content:https://www.prnewswire.co.uk/news-releases/ibm-study-fan-engagement-and-consumption-of-sports-shifting-reveals-new-opportunities-for-technology-integrations-including-ai-302182355.html

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Technology

The Inner Circle acknowledges Colleen Reilly as a Pinnacle Professional Member Inner Circle of Excellence

Published

on

By

PORT ST. JOE, Fla., April 24, 2026 /PRNewswire/ — Prominently featured in The Inner Circle, Colleen Reilly is honored as a Pinnacle Professional Member Inner Circle of Excellence for her contributions to Transforming Catering and Event Services in Northwest Florida.

Since 2015, Colleen Reilly has served as founder and CEO of Catering Connections, a company that has redefined catering in Northwest Florida’s beach communities through innovation, collaboration, and community focus. Guided by her motto “Just one call feeds them all,” Ms. Reilly established a unique model by partnering with local restaurants to showcase their specialties, fostering unity among businesses while providing clients with one-of-a-kind event experiences.

With over 15 years of industry expertise, Ms. Reilly specializes in coordinating weddings, family reunions, and corporate events, managing every detail from client consultation to menu planning and flawless execution. Her dedication to service has earned Catering Connections multiple recognitions, including the Couples Choice Award from WeddingWire from 2021 to 2025, the Best of Florida Award from 2022 to 2024, and the Lux Life Hospitality and Catering Award in 2023 and 2024.

Ms. Reilly’s career foundation includes an associate degree in paralegal studies, magna cum laude, from Volunteer State College, a reflection of her meticulous approach to detail and commitment to excellence. Beyond her business, she serves her community as a board member of the Historic St. Andrews Waterfront Partnership and as president of Friends of the Governor Stone Inc., a nonprofit dedicated to preserving maritime heritage in Panama City. Her previous civic contributions include serving five years as a guardian ad litem, advocating for children within the legal system, and volunteering as a school chaperone for international student trips.

A leader who blends innovation with service, Ms. Reilly continues to grow Catering Connections while deepening her commitment to the local community. Looking ahead, she remains dedicated to expanding her company’s impact, bringing people together, and creating meaningful experiences through food and fellowship.

Contact: Katherine Green, 516-825-5634, editorialteam@continentalwhoswho.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/the-inner-circle-acknowledges-colleen-reilly-as-a-pinnacle-professional-member-inner-circle-of-excellence-302753052.html

SOURCE The Inner Circle

Continue Reading

Technology

Media Contributor Kianga Moore to Host Executive Media Roundtable On AI’s Transformational Impact in Retail

Published

on

By

Leaders from AdFury.ai, Vendormint, and New Nexus Group to Explore Real-Time Decision-Making, Resilience, and Growth in a Volatile Market

NEW YORK, April 24, 2026 /PRNewswire/ — As retailers navigate ongoing economic uncertainty, supply chain volatility, and rapidly shifting consumer expectations, the upcoming convening of a high-level roundtable discussion will examine how artificial intelligence is reshaping the retail landscape in real time.

Moderated by Media Contributor Kianga Moore, to be held on Wednesday, April 29 at 11h00am (EST), the roundtable will bring together senior leaders from AdFury.ai, Vendormint and New Nexus Group to discuss how modern enterprise platforms are leveraging AI to drive agility, efficiency, and long-term resilience across the retail ecosystem.

The discussion will additionally focus on how AI is enabling retailers to respond dynamically to changing demand signals, optimize marketing investments, and strengthen interoperability across increasingly complex vendor and marketplace networks.

“Retailers today are operating in a constant state of disruption”, stated Kianga Moore. “This roundtable will explore how AI is not just a tool for efficiency, but a strategic asset for anticipating change and building more resilient, adaptive American enterprise.”

Key discussion topics will include remarks on how, for example, enterprise AI platforms are helping retailers respond instantly to fluctuations in consumer demand, pricing pressures, and external supply chain disruptions and the role of AI in enhancing interoperability across vendors, partners, and marketplaces to create more agile and resilient retail infrastructures in 2026.

Rob Gonda, Chief Technical Officer at Vendormint, stated that, “Interoperability is the backbone of modern retail. AI enables seamless communication between platforms, vendors, and marketplaces—turning fragmented systems into cohesive, responsive ecosystems that can adapt under pressure.”

Discussion topics will also include machine learning’s ability to optimize ad spend, improving personalization, and delivering measurable ROI while maintaining brand trust and regulatory compliance.

Eric Howerton, Co-Founder and Chief Growth Officer of AdFury.ai, added that,”AI is fundamentally changing how brands approach customer acquisition. By leveraging machine learning through fine-tuned, retail-specific agentic flows, we can not only optimize ad spend in real time, but we can also ensure messaging is personalized, compliant, and aligned with evolving consumer expectations.”

And indeed the roundtable will include discussions on how AI-powered predictive analytics can help businesses anticipate economic, technological, and geopolitical disruptions ahead—and plan accordingly.

Cheryl Yarbrough, Vice President of Partnerships at New Nexus Group added that, “Resilience in retail is no longer built in quarterly planning cycles-it’s built in real time. AI gives organizations the ability to identify disruptions before they cascade, pivot strategies before momentum is lost, and maintain continuity when the market moves faster than any human team can react alone.”

The roundtable will be held via Zoom TeleConference, with questions from the press and key stakeholders to follow opening remarks and a 30-minute Q&A between the moderator and the panelists.

For all media inquiries and to register to attend, please contact: Sam Amsterdam, Amsterdam Group Public Relations Inc. – Sam@AmsterdamGroup.net / +1 (202) 910-8349

Vendormint (https://vendormint.com)New Nexus Group (https://www.newnexusgroup.com)AdFury.ai (https://www.adfury.ai)

Samuel Amsterdam
Communications Counsel
Vendormint
samuelamsterdam@gmail.com

View original content:https://www.prnewswire.com/news-releases/media-contributor-kianga-moore-to-host-executive-media-roundtable-on-ais-transformational-impact-in-retail-302753148.html

SOURCE Vendormint

Continue Reading

Technology

Fairway Home Mortgage Earns Prestigious USA TODAY Top Workplaces Award For 6th Consecutive Year

Published

on

By

Fairway CEO Steve Jacobson Named #1 Leadership Award Winner of Companies With 2500+ Employees

MADISON, Wis., April 24, 2026 /PRNewswire/ — Fairway Home Mortgage announced that it has earned the prestigious 2026 USA TODAY Top Workplaces award. This is the sixth year in a row Fairway achieved this honor.

The award honors organizations with 150 or more employees that have created exceptional, people-first cultures. This year, more than 40,500 organizations were invited to participate. The winners are recognized for their commitment to fostering a workplace environment that values employee listening and engagement. USA TODAY showcased the winners at the National Awards Summit in Nashville. Watch the video of the event here.

“Being recognized with this award reflects Fairway’s commitment to bringing our people together face-to-face,” said Fairway’s CEO and Founder Steve Jacobson. “Companies are better when their people are around each other. People need each other and they learn from each other, and we’re very intentional about creating opportunities for in-person collaboration at Fairway.”

Jacobson demonstrated that in-person collaboration when he traveled to Knoxville this week with Fairway Senior Vice President Dan Richards to spend time with one of Fairway’s branches and their local real estate partners. “We engaged in real conversations about the market, discussed what people are seeing on the ground, and talked about how Fairway keeps showing up for clients,” said Richards. “It’s a reflection of the same hands-on approach that has defined Fairway’s culture for more than two decades.”

“To be named a Top Workplace for six consecutive years speaks to Fairway’s leadership, our mindset, and the empowerment of our staff,” said Fairway’s Chief People and Engagement Officer Julie Fry. “Our strength isn’t just what we offer employees. What sets a top workplace apart is the daily commitment to people—prioritizing connection, valuing contributions, and creating an environment where employees feel energized to serve because they feel valued first.”

The winners are determined by authentic employee feedback captured through a confidential survey conducted by Energage, the HR research and technology company behind the Top Workplaces program since 2006. The results are calculated based on employee responses to statements about Workplace Experience Themes, which are proven indicators of high performance.

“Earning a USA TODAY Top Workplaces award is a testament to an organization’s credibility and commitment to a people-first culture,” said Eric Rubino, CEO of Energage. “This award, driven by real employee feedback, is more than just a recognition — it’s proof that your employees believe in the organization and its leadership. Job seekers and customers look for this trusted badge of credibility and excellence. It signals a company that values its people, and that kind of culture resonates in today’s competitive market”

About Fairway Home Mortgage
Madison, WI- and Carrollton, TX-based Fairway Independent Mortgage Corporation (NMLS #2289) is a full-service mortgage lender licensed in all 50 states. Fairway is the #2 overall retail lender in the U.S.

About Energage
Making the world a better place to work together.™
Energage is a purpose-driven company that helps organizations turn employee feedback into useful business intelligence and credible employer recognition through Top Workplaces. Built on 20 years of culture research and the results from 30 million employees surveyed across more than 80,000 organizations, Energage delivers the most accurate competitive benchmark available. With access to a unique combination of patented analytic tools and expert guidance, Energage customers lead the competition with an engaged workforce and an opportunity to gain recognition for their people-first approach to culture. For more information or to nominate your organization, visit energage.com or topworkplaces.com.

View original content to download multimedia:https://www.prnewswire.com/news-releases/fairway-home-mortgage-earns-prestigious-usa-today-top-workplaces-award-for-6th-consecutive-year-302753183.html

SOURCE Fairway Home Mortgage

Continue Reading

Trending