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Every sports organization is asking the same question right now: how do we use AI? Most are getting very different answers from the hype and the reality. Here's an honest assessment of where AI genuinely adds value in sports marketing — and where it doesn't. The noise around artificial intelligence in sports marketing reached a new pitch in 2024. Vendors promised AI that would write your entire content calendar, predict fan behavior, personalize every digital interaction, and

After years of working with sports organizations across Mexico and Latin America, we noticed that most fan engagement strategies fail for the same reason: they treat engagement as a single thing, when it's actually six distinct dimensions — each requiring a different strategy, different tools, and different metrics. Fan engagement is one of the most overused terms in sports business. Everyone has a fan engagement strategy. Most of them consist of: post more content, run more

Fans don't just attend matches. They attend experiences. And right now, too many sports organizations are delivering an experience that — if it were a product — would have been pulled from shelves years ago. Think about the last time you went to a sporting event that truly blew you away. Not because of the result on the pitch, but because of everything around it. The atmosphere when you walked in. The ease of finding your seat. The moment in the second half where the whole st

Every year, brands across Mexico invest hundreds of millions of pesos in sports sponsorships — and most of them have only a vague idea of whether it's working. Here's how to measure what actually matters. Sports sponsorship in Mexico is a mature market. Corona has sponsored the national team for decades. BBVA's name is on a stadium. Telcel activates at virtually every major sporting event in the country. These are smart, sophisticated organizations — and yet even they often s

Mexican football has one of the most passionate, emotionally invested fan bases on the planet. And yet, most Liga MX clubs are dramatically underperforming when it comes to converting that passion into loyalty, community, and revenue. Here's where the gaps are — and what to do about them. Liga MX is a powerhouse. It's the most-watched football league in the United States among Hispanic audiences. Its clubs command some of the loudest atmospheres in the Americas. The rivalry b