Technology and sport consumer experiences

Abstract

This chapter focuses on how technological advancements impact sport consumer behaviour. A comparison of two consumer journeys is presented to illustrate how technology can influence attending a live sport event. Five technologies, social media, streaming, connected venues, wearable technology, and augmented and virtual reality, are described to highlight how the sport consumer marketplace and experiences are changing. For each technology, examples are provided to illustrate how sport and recreation industries are adapting to and integrating advancements in both virtual and physical environments to improve consumer experiences. These technological advancements are altering the way consumers purchase and use sport and recreation products and related brands. The chapter concludes by acknowledging the potential downsides technology can have on sport consumption.