Transforming Sports Marketing with Technology

Chances are you’ve used a fitness tracker to hit your step goal or Googled stats before picking a fantasy football team? 

You’re not alone. 

According to the CDC, from July to December 2022, 58.5% of U.S. adults used the Internet to look for health, medical information or sports info. Whether if it is looking up the health benefits of beets or symptoms of the cold, many people are turning to technology for answers—and it’s not always in a gym or a stadium. Technology is becoming a major player in how we experience sports and fitness.  

From mobile apps to virtual simulations, it’s reshaping how fans engage and how professionals learn to manage teams, events, and brands. It’s no surprise that organizations are looking for professionals who understand how data is transforming sports management and driving business results.  

Here’s how technology is transforming the business side of sports: 

Virtual & Augmented Reality 

Learning about the way a training drill works is one thing—experiencing it in 3D is another. Virtual reality (VR) and augmented reality (AR) allow us to do precisely that, and they're changing the face of how we train athletes and sell sports experiences.  

VR produces virtual worlds where the user can simulate sporting scenarios, whereas AR overlays virtual data onto actual locations, for example, reading a sports poster and having a highlight reel display. 

In fact, according to the NIH, VR has been widely adopted in health and performance training because of its safe, effective learning environment. 

In sports management and marketing, this technology helps create interactive experiences that boost engagement and real-world application—key for anyone managing events or training teams. The adoption rate for VR is still growing, and there’s certainly much room for improvement but the success of Meta’s Quest VR devices has shown that there’s a market for it.  

Mobile Sports Apps 

From tracking performance metrics to interacting with fans, mobile apps have become a necessity for the sporting world. These apps not only enhance individual well-being and fan enthusiasm, but also serve as good learning tools in sports business. For example, students learning to brand a product or manage a team can utilize app information in an effort to learn more about consumer trends. 

Sports organizations can tap into the fever of sports fans by creating a direct relationship with them and increase revenue and create a more engaging experience. By using apps and digital tools, sports management professionals can provide content that is catered to them and personalize their fan experience.  

Wearable Tech & Data-Driven Strategy 

Smartwatches and fitness trackers aren’t just for workouts — they’re also key to understanding audience behavior and improving athletic performance. If you have a smartwatch, you can look at your step count or your heart rate from yesterday’s workout and try to improve on it.  

According to the Journal of Medical Internet Research, about 44% of respondents used their wearables for health care daily. In sports, this level of engagement means real-time data can shape marketing campaigns, sponsorship decisions, and training regimens.For example, a professional in sport management might work with an app development team to create an app that analyzes data from a wearable to measure how fan engagement spikes during specific events—and tailor marketing strategies accordingly. The point is, there’s data everywhere in today’s interconnect world, and sports management professionals, that presents an opportunity to speak to an untapped market.  

Course Spotlight: KINE 6318 – Sports Marketing and Technology 

In UTRGV’s MS in Kinesiology with a concentration in Sport Management, students take courses like KINE 6318: Sports Marketing and Technology to gain practical skills in connecting with today’s sport consumers. Sport Marketing presents an overview of the various techniques and strategies used in meeting the wants and needs of consumers in the sport industry as well as understanding how sport can be used to assist in the marketing of other companies and products. 

This course covers: 

• The uniqueness of sports marketing compared to traditional marketing 

• Market research and segmentation in the sport industry 

• Data-based marketing strategies 

• Building sponsorship and endorsement packages 

You’ll explore how technology enables fans, sports organizations and brands to create personalized experiences for fans, tailoring content, marketing, and engagement strategies to individual preferences and behaviors. 

Why UTRGV? 

Our accelerated online Master of Science in Kinesiology with a concentration in Sport Management prepares sport professionals for careers in athletic, recreation, and education settings in just one year. The program combines real-world coursework and field experience, equipping you with the skills to succeed in today’s fast-moving sports industry. 

Want to start your game plan for success? Get your MS in Kinesiology with a concentration in Sport Management at UTRGV. Apply Today! 

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Source:

https://pmc.ncbi.nlm.nih.gov/articles/PMC6798020/

https://www.jmir.org/2025/1/e63879

https://www.cdc.gov/nchs/products/databriefs/db482.htm

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