Stats Perform unveils fan engagement and AI trends report

Stats Perform has published the 2026 edition of its annual Sports Fan Engagement, Content Monetisation and AI Trends Report. 

The report is based on survey responses of 675 sports media executives working in different fan-facing roles around the world. 

It highlights the acceleration of AI adoption across every sector during the past 12 months and where respondents see AI potentially enhancing the production and delivery of content over the next five years. 

The report also provides insight into how sports organisations are responding to changing audience behaviours, avenues of untapped revenue opportunity and existing sponsorship pain points. 

Key findings from the report include:  

• 81% of execs surveyed have expanded their use of AI in the past year to gain efficiency and cut costs.
• By 2030, survey respondents anticipate that owned apps and social video platforms will overtake websites as primary digital fan engagement channels.
• While 70% of respondents say sponsors now demand more digital content, over one-third struggle to find authentic ways to connect sponsors with sport.
• Nearly 50% of respondents plan to grow their international sponsor portfolio, while over half are increasing investment in women’s sport sponsorships. 

“By combining qualitative insights with quantitative data, from different sectors and regions, this report reveals views from the inside on the key trends influencing fan engagement and content commercialisation,” said Charles Kaplan, chief marketing officer at Stats Perform. “Together, these insights provide a clear picture of where the sports media industry sees itself today and clear signals in relation to how an organisation can thrive with the support of AI during the second half of this decade.” 

Stats Perform’s 2026 Sports Fan Engagement, Content Monetisation and AI Trends Report is available for free now.