Canadian Sports Fans Demand More from Their Fan Experience

A new online survey commissioned by IBM has shed light on Canadian sports fans' expectations from their fan experience. The study found that fans want faster recaps, more personalized experiences, and easier ways to keep up with their favourite teams and players.

The research, conducted using AI-powered features, streaming platforms, and sports apps, shows that technology is increasingly becoming a bigger part of sports fandom in Canada. Fans are raising their expectations, demanding faster access, more customized content, and easier ways to stay updated on the latest developments in their favourite sports.

The IBM study suggests that fans value the experience surrounding the game as much as the action itself. For sports organizations, broadcasters, and brands, this shift is clear: they need to adapt to meet the evolving needs of their audience or risk being left behind.