Artificial intelligence is changing the way sports organizations think about everything from fan engagement to venue experiences. But as the technology evolves, the biggest opportunity isn’t replacing the human element. It’s making every interaction feel more personal.
In the latest episode of Future of Sports, presented by Next League, Front Office Sports sits down with Next League Chief Digital Officer Scott Gutterman to discuss how leagues, teams, and venues are preparing for the next wave of innovation. Drawing on decades of experience leading digital strategy at the PGA TOUR and now advising organizations across the sports landscape, Gutterman explains why understanding fans, not just collecting data, is becoming the industry’s biggest competitive advantage.
The conversation explores how AI can create more personalized experiences, why leagues must meet fans wherever they consume content, and what technologies, from spatial computing to smart stadium infrastructure, could redefine the live event experience over the next several years. Gutterman also shares why organizations need to prepare today by modernizing their digital ecosystems before these tools become mainstream.
Future of Sports examines the leaders, technologies, and ideas shaping the business of sports. As AI accelerates innovation across every level of the industry, the future won’t be defined by technology alone. It will be defined by how sports organizations use it to create better experiences for every fan.
