redk hosted a roundtable in partnership with Zendesk, bringing together leading voices from the sports and entertainment industry to explore how technology, particularly artificial intelligence and omnichannel strategies, are transforming the fan experience.
The event featured expert insights, real-world case studies, and open discussions on the operational and emotional challenges of engaging modern sports fans, especially in a landscape where only 1% are watching the game uninterrupted till the end.
The changing nature of fan engagement
The fundamental insight driving the discussion was clear: the fan experience is no longer confined to the 90 minutes on the pitch. In fact, 47% of fans multitask while watching a game, with 24% playing games or engaging on other platforms. This shift reflects broader behavioral trends, particularly among Gen Z and millennials, who expect always-on, personalized interactions, not just during the match but before and after as well.
The industry is at a turning point. While multichannel strategies have been widely adopted, they often result in siloed experiences. The real goal is to achieve true omnichannel interaction – a unified approach where every platform, from ticketing and hospitality to customer service and content, operates in sync.
To deliver this, organisations must leverage consolidated CRM frameworks that make data accessible across departments, enabling marketing, sales, and support teams to act on a single, coherent view of the fan.
47% of fans multitask while watching a game, with 24% playing games or engaging on other platforms
Data-Driven Personalisation
A recurring theme throughout the event was the need to move beyond generic engagement. Whether it’s a first-time buyer or a decade-long season ticket holder, understanding context and building detailed fan personas is essential. Deloitte research shows that fans remain engaged when they receive personalized, relevant communication. That means moving away from one-size-fits-all emails and embracing granular segmentation powered by integrated data systems.
Speakers also shared how AI and modern CRM tools like Zendesk are being used to reduce operational “friction.” For example clubs can streamline their customer service by integrating AI chat and automated ticket generation via video prompts.
This can dramatically reduce resolution time, while maintaining human oversight when necessary. Another key takeaway: AI does not replace human emotions, but rather reinforces them by eliminating the effort of interaction, especially in moments of stress or disappointment.
Building loyalty through smart engagement
Clubs are beginning to reward loyalty not just with points, but with experiences. One standout case involved a tiered engagement system that recognizes fans based on their activity – attending matches, using prediction tools, and more – unlocking exclusive perks like hospitality boxes. The year-round content and emotional value generated from such moments often outweigh the cost, making it a win-win for clubs and fans alike.
While the technology is more accessible than ever, cultural and operational shifts remain the bigger challenge. Many clubs still operate in departmental silos, lacking a unified view of the fan journey. There was consensus that developing a clear, club-wide framework is crucial. With AI and CRM are evolving rapidly, the focus must shift from data collection to actionable insight and proactive service.
At redk, we help brands bridge the gap between ambition and execution. As certified Zendesk CRM experts, we support clubs and entertainment businesses in building scalable, data-driven fan engagement strategies, from service design and tech stack integration to long-term optimisation.
Whether you’re looking to create unified support journeys or embed AI into your operations, our team brings deep expertise in aligning technology with business goals. Learn more about how we deliver digital transformation with Zendesk.
Designing for the future fan
As Gen Z rises in purchasing power digital expectations, the pressure is on clubs to meet fans where they are; digitally, emotionally, and in real time. The sports industry has an opportunity to redefine what loyalty looks like by using technology not just to track behavior, but to truly understand and anticipate needs. The message was clear: the future of fan engagement lies in knowing the individual, respecting their privacy, and delivering value at every step of the journey.
If you’re looking to go deeper into the evolution of fan experiences, don’t miss our expert webinar: Revolutionising the Fan Experience: A Deep Dive into Modern Supporter Operations. It’s packed with insights on how leading organisations are rethinking service design, loyalty, and digital engagement in sports.
We would like to thank everyone who joined us, especially our speakers, who shared their valuable knowledge and experience: Xi Weng, UKI Market Manager at SnapCall; Dan Clarke, Head of Ticketing and Supporter Services at Edgbaston Stadium; and Sarah Cook, Supporter Services Manager at Newcastle United Football Club.
We look forward to continuing to grow together and overcoming new challenges. Until next time!
