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Study: Two thirds of European sports fans say tech is crucial to their matchday experience

Mastercard survey reveals 43 per cent of fans watch more sports on social media than on television.

20 January 2023 Rory Jones

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Nearly two thirds (61 per cent) of European sports fans say technology plays a major role in their enjoyment of their favourite teams, leagues and events, according to the Mastercard Sport Economy Index 2023.


  • 58 per cent of UK fans believe tech will build a more profitable and inclusive future for sport
  • 43 per cent said they watch more sport on social media than on television
  • 46 per cent would like to see a sporting event featuring virtual reality (VR)
  • 21 per cent of European fans would like a VR experience as an athlete on a matchday


Sport’s digital transformation is changing how fans experience events in person or at home. Broadcasts are becoming more immersive, digital channels are enabling greater personalisation and driving deeper engagement, and stadiums are becoming more intelligent and tech-infused. 

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Technology will continue to play a crucial role in shaping the fan experience, with more exposed to the latest innovations. At the top of European fans’ wishlist are earpieces to hear communication on the field, in-game supporter engagement, and TV screens on the back of seats. More than a quarter have already experienced VR, with half hoping to do so in 2023. 

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