Sport

The sports industry stands at a critical juncture. As fan engagement evolves and technology reshapes consumption habits, sports organizations – the “rights-holders” of valuable content and experiences – face increasing pressure to adapt or risk losing relevance. A successful digital strategy, according to industry experts, isn’t simply about having a presence online; it’s about building a robust data infrastructure and fostering cohesive internal operations.

The need for transformation isn’t a future concern; it’s a present reality. The digital landscape demands a shift from traditional broadcasting and ticket sales to immersive fan experiences driven by data and personalized content. Without embracing this change, organizations risk being bypassed by more agile competitors and losing connection with their audiences. The core of this shift, experts say, lies in understanding and leveraging data to create meaningful connections with fans.

The Importance of Data Infrastructure

For InCrowd’s Ben Carenco and Hayley Evans, a successful digital sports marketing strategy depends on robust data infrastructure. This isn’t merely about collecting information, but about integrating it across all digital touchpoints. According to InCrowd’s mission statement, the company aims to “seamlessly connect content, data, and inventory across every digital touchpoint” to empower organizations to generate novel revenue streams and create immersive fan experiences. This integration allows for a 360-degree view of the sports landscape, enabling data-driven decision-making and personalized fan engagement.

The ability to analyze fan behavior, preferences, and consumption patterns is paramount. Data can inform content creation, optimize marketing campaigns, and personalize the fan experience, leading to increased engagement, and revenue. Without a solid data foundation, organizations are essentially operating in the dark, relying on guesswork rather than informed strategies. This is particularly crucial as competition for fan attention intensifies.

Internal Dynamics and Collaboration

Beyond the technological infrastructure, internal cohesion is equally vital. Carenco and Evans emphasize the importance of cohesive internal dynamics in executing a successful digital sports marketing strategy. This suggests that breaking down silos between departments – marketing, data analytics, technology, and content creation – is essential for a unified and effective approach.

InCrowd, as described on their About Us page, offers a “pick and mix” suite of services spanning discovery, strategy, design, delivery, and optimization. This flexible approach highlights the need for collaboration and integration across different areas of expertise. A fragmented internal structure can hinder the flow of information and impede the implementation of a cohesive digital strategy.

InCrowd’s Evolution and Leadership Changes

Recent leadership changes at InCrowd reflect this industry-wide focus on digital transformation. Aidan Cooney, formerly CEO of InCrowd, has transitioned to CEO of Envision Sport Group, the investment vehicle behind InCrowd and Cortex. This move, announced in a LinkedIn post on May 7, 2025, allows him to focus on strategic partnerships and nurturing growth within the broader sports technology ecosystem. Michael Jones has stepped into the Managing Director position at InCrowd, signaling a renewed commitment to innovation and delivering high-impact solutions for clients.

The launch of the Cortex product business last year further underscores InCrowd’s dedication to providing independent advisory and implementation services. Cooney’s statement highlights the company’s evolution and commitment to driving digital transformation through data-powered content and engagement technologies.

The Broader Industry Context

The urgency of digital adaptation is underscored by concerns about the potential for rights-holders to develop into irrelevant. A recent article in SportBusiness, published February 20, 2026, directly addresses this risk, emphasizing the need for robust data infrastructure and internal alignment. The article reinforces the idea that simply owning rights to content is no longer sufficient; organizations must actively cultivate engaging digital experiences to retain and attract fans.

The sports industry is undergoing a period of rapid change, driven by technological advancements and evolving consumer expectations. Organizations that prioritize data-driven strategies, foster internal collaboration, and embrace innovation will be best positioned to thrive in this new landscape. Those who fail to adapt risk being left behind.

Looking ahead, the focus will likely intensify on personalized fan experiences, the integration of emerging technologies like artificial intelligence and virtual reality, and the development of new revenue streams beyond traditional broadcasting and ticketing. The ability to effectively leverage data and create compelling digital content will be the defining factor in determining which rights-holders remain relevant in the years to arrive.

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