At the beginning of the COVID-19 pandemic, Gensler’s Project Hometeam proposed a remote fan experience to invite fans to reserve “seats” and have their faces virtually displayed on a screen at the actual event, enabling them to engage with both players and other fans. A very similar concept was ultimately adopted by the NBA for its truncated 2020 basketball season. Stadium operators, sports teams, and leagues must now consider how these newly introduced technologies could preface a shift to a hybrid fan experience that includes both in-person and remote elements. Live esports events, as well as the popularity of platforms like Twitch, may hold valuable lessons as traditional sports organizations hope to expand their fanbases. Likewise, the rise of legal sports betting provides new opportunities for fan engagement both inside the stadium and remotely.
Going forward, it will be more important than ever to meet existing and new fans, wherever they are, with a menu of engagement options that are as exciting and technologically advanced as other platforms of physical and virtual entertainment.