Innovation in Sport: Technology transformation in sports stadiums – Ahead of the Game: Sports Horizon Scanning 2026

The use of technology in sports stadiums is set to accelerate dramatically throughout 2026. Three key themes are driving this transformation: enhanced fan experiences through personalised offerings, improved connectivity infrastructure, and a stronger focus on accessibility and inclusion.

Venues are increasingly recognising that technology is essential to improving matchday operations and meeting rising fan expectations, with 2026 expected to mark a significant step change in how stadiums adopt and integrate digital solutions. 

What’s happened in 2025? 

Significant developments throughout 2025, particularly in the United States, offer a glimpse of what UK and EU venues can expect in the coming year. MetLife Stadium in New Jersey has undergone extensive improvements, featuring updated video boards and audio systems, with expanded 5G cellular capacity being the most significant upgrade. The San Francisco 49ers enhanced their Levi’s Stadium app to deliver better matchday experiences. Meanwhile, in the UK, MK Dons’ stadium in Milton Keynes implemented new technology to improve signal strength and coverage throughout the ground. These examples highlight the growing prioritisation of both digital services and the infrastructure required to support them.

Key developments and predictions for 2026

Infrastructure: The foundation for innovation 

Many stadiums currently struggle with data connectivity issues, particularly on matchdays when thousands of fans simultaneously access networks. In 2026, venues are expected to prioritise 5G and connectivity infrastructure upgrades to address these challenges. These improvements are critical not only for resolving current problems but also for supporting the transformative technologies that will reshape how fans experience live sport.

Transforming the fan experience

With stronger infrastructure in place, stadiums can deploy technologies that were previously impractical. AI is increasingly being used to analyse fan behaviour, identifying preferences from seating locations to food and merchandise choices. This enables personalised recommendations that enhance the fan experience, increase spending and reduce queue wait times. Technology is also advancing accessibility and inclusion. OneCourt, powered by Microsoft Azure, translates live gameplay into vibrations or audio commentary for those with visual impairments, while advanced radio mapping uses WiFi sensors and edge computing to track crowd movement and improve accessible routes for fans with mobility issues.

Legal considerations 

The rapid adoption of these technologies requires careful legal consideration. Sporting organisations must ensure compliance with AI regulations, including the EU AI Act, as well as GDPR and consumer protection laws when advertising products or services. Robust agreements with technology suppliers are also essential, particularly regarding liability provisions, cybersecurity requirements and expected service levels.

What’s the impact on sports organisations?

The technological transformation of sports stadiums in 2026 promises new opportunities to enhance fan experiences and improve accessibility. To benefit, organisations should prioritise investment in connectivity infrastructure, understand where technology can meaningfully improve the matchday experience and ensure full compliance with evolving legal requirements. Organisations that prepare now will be best positioned to deliver more engaging, efficient and inclusive stadium environments.

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