Technological Trends and Challenges in the Sports Event Industry
Abstract
This study examines the technological trends transforming sports event management and their associated challenges.
The research focuses on the role of artificial intelligence (AI), hybrid and online formats, extended and virtual reality (AR/VR), IoT devices, blockchain, and NFTs in enhancing attendee experience and operational efficiency.
The research questions addressed include: How do emerging technologies impact event planning and visitor engagement? What are the key challenges and opportunities for organizers in integrating these technologies?
A mixed-methods approach was employed, combining literature review, case studies of major international events in Hungary (FINA World Championships 2022, World Athletics Championships 2023, and Swimming Championships (25m) 2024), and interviews with event organizers.
The results indicate that AI enables personalized program recommendations, chatbots, and predictive analytics, while AR/VR and gamified digital experiences increase participant engagement. IoT devices and contactless solutions streamline access and data collection, and blockchain/NFTs enhance ticket security and exclusivity. Digital marketing through influencers and short-form videos significantly improves reach and engagement. Sustainability measures, such as digital tickets, energy-efficient infrastructure, and carbon footprint reduction, were also found to be effective.
The study concludes that technology plays a strategic role in creating innovative, engaging, and sustainable sports events, demonstrating practical benefits in the Hungarian context.
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