Pablo St

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 somehow do all...

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 competitions, and...

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 stadium seemed to...