Rethinking the game: Fan Experience in the age of AI

Sports isn’t just about what happens on the pitch anymore-it’s about the fan experience. In this episode, Hideki Hashimura, CRM & CX Strategist at redk, sits down with Annabel Moody, Senior Account Executive at Zendesk, to explore how the next generation of customer service technology is transforming the way clubs, leagues, and organisations connect with their fans.

From Gen Z’s expectations for instant, personalised service to the rise of AI-powered support, we dive into the new playbook for delivering world-class fan engagement.What you’ll learn in this episode:

• How fan behavior has shifted in the last 5–10 years—and why it matters for clubs.
• How clubs can manage the entire fan journey, from ticketing to merchandise, at scale.
• The role of AI and automation in creating faster, smarter, and more human fan interactions

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