How technology is improving the fan experience – and creating legal challenges for clubs and leagues
Published 22 February 2019 By: Douglas N. Masters
Sports organizations are leveraging tech innovations to engage fans in new ways to drive the industry forward, connecting and involving sports fans more than ever with their favorite players, teams and leagues.
Being a fan was once a fairly passive activity that involved going to games or watching them on television, reading up on players and teams, and buying related merchandise. Now sports fandom is a whole new ballgame, with the development and use of interactive content, social media platforms, wearable tech, connected venues and even a new football league controlled by fans.
Technology is being used to not only push the boundaries of sports fan engagement but also to redefine the nature of fan participation. But the new level of fan involvement brings questions about how the personal information collected by sports organizations and third parties should be used and legally protected. Accordingly, this article examines:
Why fan engagement is so important;
The latest innovations in tech and media;
The new legal challenges facing clubs and leagues.
Get access to this article and all of the expert analysis and commentary at LawInSport
Already a member?
Articles, webinars, conference videos and podcast transcripts
This work was written for and first published on LawInSport.com (unless otherwise stated) and the copyright is owned by LawInSport Ltd. Permission is granted to make digital or hard copies of this work (or part, or abstracts, of it) for personal use provided copies are not made or distributed for profit or commercial advantage, and provided that all copies bear this notice and full citation on the first page (which should include the URL, company name (LawInSport), article title, author name, date of the publication and date of use) of any copies made. Copyright for components of this work owned by parties other than LawInSport must be honoured.
- Tags: Athlete welfare | Baseball | Broadcasting | Collective Bargaining | Commercial | Employment | Intellectual Property | Major League Baseball (MLB) | Major League Football | Media | National Collegiate Athletic Association (NCAA) | National Football League (NFL) | NFL Players Association | United States of America (USA)
- The potential impact of the Public Health (Alcohol) Act 2018 on sports sponsorship in Ireland
- The evolution of digital media strategies in Major League sports and the legal issues they raise
- Virtual reality in sports – privacy risks and revenue opportunities for players
Loeb & Loeb, Managing Partner, Chicago Office
Douglas Masters litigates and counsels clients primarily in the areas of intellectual property, advertising and unfair competition. He helps brand owners, sports leagues, athletes and advertisers protect and leverage their branding, marketing and other IP assets. Notably, he has worked with the National Collegiate Athletic Association for nearly 20 years on brand protection strategy, helping strengthen the organization’s brands, which support college athletics.