AI and data are giving fans exactly what they want – when they want it. No more generic content or one-size-fits-all approaches. Now, brands can use AI to analyse a fan’s preferences, behaviours, and even social media activity to create personalised content that’s relevant and engaging.

For example, if you’re a die-hard Manchester United fan, AI can ensure that your feed is filled with updates, stats, videos, and interviews tailored to your favourite players, matches, and moments. Whether it’s sending you highlights from your favourite goal scorer or offering you exclusive behind-the-scenes content, AI ensures fans get a truly customised experience.

For brands, this offers incredible opportunities for brand activation. By tapping into this data-driven approach, brands can deliver highly targeted campaigns, personalised promotions, and exclusive offers that resonate with individual fans, rather than broad, impersonal marketing efforts. It’s all about making fans feel valued and understood.

One of the most exciting developments in AI and data is predictive analytics. This technology allows brands to anticipate what fans want before they even know it themselves. By analysing patterns in fan behaviour, predictive models can determine which games they’re most likely to attend, which merchandise they might buy, or even when they’re likely to cancel their season tickets.

Brands can use this information to proactively engage with fans, offering tailored incentives that increase loyalty. For example, if data shows that a fan tends to skip mid-week games, a brand can offer a discount or VIP package to entice them to attend. These data-driven insights allow for brand activations that feel personal, meaningful, and timely.