2025年放眼比赛之外：人工智能赋能体育参与新时代研究报告（英文版）

Researchbrief-CapgeminiResearchInstitute2025Beyondthegame:Theneweraof

AI-poweredsportsengagement

Tableofcontents05Howmuchtech

istoomuchtech?06What

does

the

rise

of

tech

mean

for

the

professional

sports

community?01Executivesummary02Fansarecomingback

tothestadium03AI/Gen

AI

is

giving

the

remotefan

experience

a

makeover04IsdatathenewMVP*ofsportsconsumption?*Most

ValuablePlayer07Capgeminiishelpingenhancefanexperience08ResearchMethodologyResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|2Thisreportisintendedforexecutivesworking

indesigningexperiencesaroundsportsacrosscountries.Thereportfocusesonhow

thefanexperienceistransformingthanksto

thegreateradoptionofemergingtechnology

and

increasing

impact

of

AI/Gen

AI

on

thesport.

Thereportdrawsoutthedifferingwaysinwhichthesportsfanexperienceischangingin-stadiumandoutsidethestadium.Whoisthisreport

for?ThereportwillbeofinteresttoChiefExperienceOfficers,ChiefDataOfficers,sportsteammanagers,stadiumoperators,

andChief

Technologyand

AIOfficerswhoaretaskedwithenhancingthefan

experienceacrosschannels.ExecutiveFans

aΓe

comingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothe

stadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|301Executivesummary

AI/Gen

AIisgivingthe

remoteIsdatathenewMVPofHowmuchtech

isWhatdoestherise

oftechmeanforCapgeminiishelping

enhancefanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|4FansaΓe

comingbacktothe

stadiumExecutive

SummaryFanattendanceforlivematches

instadiumsisresurgent.Fromareported34%offansattending

live

matches

in2023to37%in

2025.GenZandmillennials,whoparticularly

appreciatethenewtech-enhancedstadiumexperience,aredrivingthisrise.AI/Gen

AIistransforming

theremotefanexperience.Fansareembracing

AI:54%haveswitchedfromGoogleto

AItoolstoaccesssportsinfo,

and59%trust

AI-generatedsportscontent.

Plus,27%offanswouldpay~8%extraforAI-enhancedviewingexperiences.–

Fansaremostexcitedaboutthepossibilityofcompetingagainstrealsportsplayersvirtuallyduringalivegame.

Executivesummary-

TechnologyisΓeimaginingthe

fan

expeΓienceWhile

many

useAI

and

Gen

AI

tools,overhalfworrythatexcessivetechusecould

interferewiththeauthenticityandenjoymentofthelivesportsexperience.

Concernsincludemisinformation

–potentiallyleadingtoaggressiontoward

athletes

–anddataprivacy,especiallyamongolderfans.Fans

crave

stats

and

real-time

data:~70%

wantplayerperformancemetricsandlive

conditions(suchaswindorpitch-related

data)duringmatches.Thisisunderlined

bytelecomdatausagespikesduringmatches,especiallyduringpre-matchand

breakperiods.ExecutiveFans

aΓe

comingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummarybacktothe

stadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceFansseekabalancebetween

techinnovationandauthentic

sportsexperiences.Researchbrief-CapgeminiResearchInstitute2025

Beyondthegame|

501040302Data-drivenfandomishere.•

Toattractmorefansandmaintainongoingengagement,sportsorganizationsmustharnesstechnology—especially

AIandgenerative

AI—todeliveranenhancedviewingexperience.Theymustidentifythehigh-potentialsolutionsand

developaclearimplementationstrategy.•

Atthesametime,theymust:–

Ensurethesolutionsaugmentthesportsconsumptionexperience,without

distractingfromorovershadowingit–

Implement

Γobust

cybeΓsecuΓity

measuΓes

to

safeguard

fans’(and

players’)personaldata–

Continuously

veΓifythecontentbeingsharedacross

variousplatformsto

avoidspreadingmisleadingcontentaboutthesportsteamsandplayersExecutiveFans

aΓe

comingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummarybacktothe

stadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|

602Fansarecomingback

tothestadiumIsdatathenewMVPofHowmuchtech

isWhatdoestherise

oftechmeanforCapgeminiishelping

enhancesportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|7AI/GenAIisgivingthe

remote

fanexperience

amakeoverFans

arecomingbacktothe

stadiumExecutive

SummaΓy

Fansarebeginningtocomeback

to

the

stadiumsTherehasbeenamodestriseintheproportionoffansattendingmatchesinstadiums,from34%in2023to37%in2025.Stadiumsareroaringback

tolife,provingthatnothingrivalstheenergyofalivecrowd.Fansinthestandsdon’t

just

watchthegame

-theytransformit,turningmatchesinto

electric,communalexperiences.InUS,attendanceofsportseventssawanincreaseof3%in2024over2023,halfofwhich

wasdrivenbywomen’ssports.19%Australiawitnessedsportseventsattendanceincreaseby9%in2024over2023.2Sold-outIndianapolis500wasthemostattendedmotorsporteventinUSin2025,whereall

grandstandseatsweresold-outforfirsttimesince2016.380,000+ExecutiveFansarecomingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothestadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceSource:CapgeminiResearchInstitute,Beyondthegame,Fan

survey,March–April2025;N=7,080fans.A

wholenewballgame,2023;N=7,081fans,Emergingtechnologiesin

sports,2020;N=10,363fansNote:

The2025

and2023

samples

for

this

chart

include

only

those

countries

covered

in

the

Q42019

survey.TennisFrenchOpenRoland-Garros2025sawanewattendancerecordofmorethan

80,000spectatorsintheopeningweek(75,000spectatorsin2024).4Researchbrief-CapgeminiResearchInstitute2025

Beyondthegame|

8

Ihaveneverattendedmatchesintheastadium/venue

andwatchallmatchesonTV,onlinestreamingplatforms,socialmedia,mobile,publicvenue

Irarelyattendmatchesinastadium/venueandmostlywatchthemonTV,onlinestreamingplatforms,socialmedia,mobile,publicvenue

Ioftenattendmatchesinastadium/venueandalsowatchmatchesonTV,onlinestreamingplatforms,socialmedia,mobile,publicvenueQ420192023202537%46%17%47%39%14%34%33%33%3%Fansarenot

justasourceofrevenue

–they

are

a

vitalpartofeverymatch"

There's

nobetter

feelingthan

sittingontheteambustravellingtothe

Millennium

Stadium,knowingthat

theteamwill

be

playing

in

front

of

74,500

people.

You'redriventhroughthecrowdswhere

you

seethesmileson

people'sfaces,andIget

a

huge

buzz

out

of

that.

”

5WarrenGatlandFormerHeadCoachofWalesnationalmen’srugbyteamExecutiveFansarecomingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothestadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|9Percentageof

fanswhomentionedthey

oftenattend

matchesinstadiums/venue,and

alsowatchmatcheson

TV,online

streaming

platforms,etc.

2023

2025Overall

34%

37%Gen

Z17%40%Millennials36%44%Gen

X30%42%Babyboomers25%37%Older28%55%

MillennialsandGenZaredrivingthereturntostadiumsExecutiveFansarecomingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothestadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceWho’sin,who’soutSource:CapgeminiResearchInstitute,Beyondthegame,Fansurvey,March–April2025;N=7,080fans,

A

whole

new

ball

game,2023;N=7,081fans.Researchbrief-CapgeminiResearchInstitute2025

Beyondthegame|

1022%Admissionpricesforsportingevents

jumped22%,

yearon

year,inMay2024.6“Funflation”isheΓetostay38%Despiterisingcosts,38%ofadultssaidtheyareprepared

to

take

on

more

debt

to

allowthemselvestotravel,dineout,

andseeliveentertainment.13%Atleast

one

in

ten(13%)

adultswouldusecredit

togotothetheater,see

alivesportingevent,or

attendaconcert.FOMOisthenameofthegameLivestadiumexperiencesremainapowerfuldraw,unaffectedby

climbingticketcostsSportsfandomisn’tone-dimensional—it’snearlyevenlysplitbetweenmenand

women,andit’sgetting

younger.Winningoverthisdiverse

fanbasemeanscateringtoGenZ’sdigitalcravings

whilehonoringtimelesstraditions.AccordingtoastudyfromIntuitCreditKarma,GenZisthegeneration

mostlikelytospendonentertainment.WhilenearlyhalfofUSrespondentssurveyed(46%)spendlessonentertainmentthanthey

did

pre-pandemic,many

Gen

Z

consumers(43%)are

spending

more.7ExecutiveFansarecomingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothestadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|,,Ticketpricesareontherise43%From70k-sq-foot

jumbotronstocashlessconcessions,tech-ladenarenasareraisingthebarforlivesports.Teamsknowafrictionless,wow-factorstadiumexperiencekeepsmodernfanscomingbackformore

–it’snotjustagame,it’sanimmersiveevent.SmaΓtstadiumTheglobalsmartstadiummarketisprojectedtorisefrom$19.6billionin2024to$41.7billionby2029,

ataCAGRof16.4%8Stadiumtechhasbeenrampedup

to

meet

theexpectations

of

ayoungeraudienceExecutiveFansarecomingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothestadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|

12Venuesforthe2024ParisOlympicswereequippedwithinternetofthings(IoT)sensors,connecteddevices,Wi-Fi,and5Gconnectivityforseamlesscommunicationandstreaming,allowingfanstoaccesslivestatistics,replays,andathleteinformation.10AttheMoodyCenter

Arenain

Austin,Texas,fanscaninteract

witha70-footdigitalwall,inspiredby

thepopularLite-Britetoy,allowingfanstocapture

funmomentsbefore,during,oraftertheirevent.12Stadiumsenhancethefanexperiencebyusingapp-basedlocationtechnologytoassistinfinding

seats,restrooms,andconcessions.StadiumsinQatar

used

Mapsted's

navigation

technology

during

the

FIFAWorldCup2022.14Toelevatelivegameexperience,stadiumsare

turning

to

advanced

technologicalinnovationsSoFiStadium,alsoinCalifornia,boastsa70,000-sq-ft

infinity

jumbotΓon4KscΓeen.

TheMercedes-Benz

Stadiumin

Atlanta,Georgia,hasaHaloBoardwitha

360ºscreen,toensurefanshaveaclearviewfromany

angle,withreal-timegameupdates,stats,etc.11Levi’sStadiuminSantaClara,California,hasimplementedan

ARfeatureinitsmobileapp,supportinganinteractivefanexperience,overlaying

real-timestatsandplayerinformationontothefield

duringgames.9ThePrinceMoulay

AbdellahStadiuminRabat,Morocco,offerssmartcrowd-managementtechnologiesforthesafetyandconvenienceoffans.13ExecutiveFansarecomingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothestadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|

13High-resolutionbigscreens

withadvancedtechnologyConvenience:NavigationtoolsandcrowdmanagementReal-timeaccess

togamestatistics

AI/GenAIsolutionshavehelpedelevatethein-stadiumfanexperienceThefanofthefutureisn’tapassivespectatorbutanactiveparticipant—thanksto

AI.Fromchatbotsthatansweranysportstriviato

AIavatars

enablingvirtualracesagainstrealathletes,technologyisclosingthegapbetweenfansandtheaction.offansagreethatappsforticket

bookings,gameschedules,playing

conditions,etc.,areuseful.Ticketmaster,agloballeaderinticketmanagementofmajor

sportsevents,partnered

withsportstechcompany,Prospect,

touse

AIforforecastingandpricingstrategies.15Ticketmaster

Sportswasdeclaredwinner

ofBest

Dataand

AnalyticsintheBusinessIntelligencecategoryof

the2025SportsTechnology

Awards.

offansagreethatstadiumentrythroughfacialrecognitionisuseful

forthem.TheClevelandBrownsfootballteamhaveimplementedfacial

authenticationtechnologytoexpeditestadiumentry,

withover10,000fansusingitpergameduringthe2023season.16This

systemprocessesticketsin

twosecondsonaverage,saving

over

$8,000

perlaneannually

and

reducingaverageentry

timeby

10minutes.offansagreethatappstohelpthem

withstadiumlayout,parking,seating,

gates,restrooms,etc.areuseful.TheMercedes-BenzStadiumin

Atlantaoffersfanstheabilityto

orderfoodanddrinksdirectlytotheirseats,reducingwaittimes

andqueueing.17By

streamliningorderingand

delivery,Mercedes-Benz

Stadium

enhancesthe

game-dayexperience

for

fans.ExecutiveFansarecomingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothestadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|

1449%49%53%Source:CapgeminiResearchInstitute,Beyondthegame,Fansurvey,March–April2025,N=12,017fans.Thesetechnologiesarebridgingtheinside-venueversusoutside-venue

experiencegap"

Artificial

intelligence(AI),augmented

and

virtual

reality(AR,

VR),5G,and

indoor

mapping

solutions

arecreatingmoreimmersiveand

personalizedexperiences

for

spectators.

”

18BΓian

PaΓksChiefRevenueOfficer,MapsPeople*Forremotefans,

AIisbecomingtheultimatesportsconcierge

–deliveringcustomstats,replays,andnewstailoredto-individualpreferences.

Transformingeveryfan’sfeedintoapersonalizedsportshub,bridgingthegapbetweenthemandtheaction.ExecutiveFansarecomingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothestadiumfanexperience

amakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceFansatisfactionlevelfromtech-enabledsportsviewingexperience,inside-venueversusoutside-venueSource:CapgeminiResearchInstitute,Beyondthegame,Fansurvey,March–April2025;N=

7,080fans,

A

whole

new

ball

game,2023;N=7,081fans.Researchbrief-CapgeminiResearchInstitute2025

Beyondthegame|

15*asoftware-as-a-service(SaaS)companydevelopingamappingplatform

forfansinthestadium12pp82%70%2025 Experienceinsidevenue Experienceoutsidevenue2023 Experienceinsidevenue Experienceoutsidevenue74%77%3pp03AI/Gen

AIisgivingtheremote

fanexperiencea

makeover

ExecutiveFansaΓe

comingAI/Gen

AIisgivingtheremoteIsdatathenewMVPofHowmuchtech

isWhatdoestherise

oftechmeanforCapgeminiishelping

enhanceSummaΓybacktothe

stadiumfanexperienceamakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|

16"Sporthasalwaysbeen,

firstand

foremost,astoryof

passion.Buttechnologyisradicallytransforminghowweseesportandhowweexperienceitas

fans.

Overthe

years,

weveseenmanyinnovationsthat

promisedtoreshapethegame,

likethemetaverse.

Yettoday,

theresnolongeranydoubt:

AI,

andespeciallygenerative

AI,is

settorevolutionizethe

wayweconsumesport."ExecutiveFans

aΓe

comingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothe

stadiumfanexperienceamakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceThomasHirschEVPandGroupExternalCommunications,

Sponsoring&DigitalDirector,CapgeminiResearchbrief-CapgeminiResearchInstitute2025

Beyondthegame|1754offanshavereplacedtraditionalsearchengineswith

AI/Gen

AItools(suchasChatGPT)astheirgo-totools

forallsports-relatedinformation.*58%of

consumersintheretailindustry

havealsoreplacedtraditional

searchengineswithAI/GenAItools

for

shopping.1959%

Sportsorganizationsarepartneringwithtechcompanies

tocreateinnovativefan-centricsolutionsScuderia

Ferrari

and

IBM

launcheda∩

app

o阡eΓi∩g

a∩

i∩teΓactive

F1

fa∩experience.

Features

include

racecenter,

Italian

language

assistant,race

summaries,

and

fan

polls.20Majorityoffanshavealreadyturnedto

AI/Gen

AItoolsovertraditional

searchenginesforaccessingsportsinformationFerrari’sglobalfanbase

(estimatedat400million)

willgetreal-timeracesummariesandAI-generatedinsights.Throughinteractivedata

visualizations,fans

canexploretelemetry,

tirestrategies,trackconditions,andweatherimpact.offanstrustthesports-relatedinformationsharedby

AI/Gen

AItools.ExecutiveFans

aΓe

comingAI/Gen

AIisgivingtheremoteIsdatathenew

MVP

ofHowmuchtechisWhatdoestheriseof

tech

mean

forCapgeminiishelpingenhanceSummaΓybacktothe

stadiumfanexperienceamakeoversportsconsumption?toomuchtech?theprofessional

sportscommunity?fan

experienceTheappalsouses

AIto

linkpastandpresent,

allowingfanstocomparetoday’sraceswith

those

of

Ferrari’s

legendarypast.Researchbrief-CapgeminiResearchInstitute2025