Abstract
The rapid advancement of artificial intelligence (AI), augmented (AR) and virtual reality (VR), and the associated evolving social behavior could likely catalyze a remarkable transformation in the consumption of top-tier sports. Nonetheless, existing research efforts have neglected to explore whether and how the sports management practice might need to adapt their most valuable asset, that is, the media product, to cater to future consumer needs effectively. As such, in this study, we add to the still-emerging literature by synthesizing experts' opinions to project the future of the top-tier sports media product. Based on the assessment of 71 industry experts, our results indicate how we consume top-tier sports will significantly transform by 2030. Moreover, our research extends beyond sport-specific features, elucidating the imperative for content customization and personalization and the capacity for consumers to enhance the product, thereby creating an increasingly immersive experience. These findings bear great relevance to the sports industry and across diverse sectors.
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