From AI-driven interactions to Immersive activations, these innovations are redefining how brands connect with customers. To help you stay ahead, our creative team at FutureLabs has compiled a list of five breakthrough technologies that are shaping the future of sports marketing in 2025 and beyond.
For decades, fans have been donning the colours of their favourite teams, but this year sports franchises are flipping the script: fans are now helping design them, empowered by brand sponsors.
Thanks to user-friendly design platforms and AI-assisted creation tools, clubs are inviting their communities to participate in kit creation—making them part of the story, not just spectators of it.
Whether it’s a limited-edition release or a full kit redesign, these collaborative design initiatives are becoming a powerful tool for engagement and brand storytelling. Here's a couple of examples of how teams are turning fans into co-creators.
Artificial intelligence is changing the way elite athletes train, offering insights once reserved for sports scientists and data analysts. These same high-performance tools can be used to create innovative, engaging and attention-worthy brand activations in the sports, wellness and health sectors.
Not sure how your barbell squat looks? AI can analyse your form for improvements.
How about comparing your jump shot to basketball's three-point master, Steph Curry? Let's use AI to compare.
Here are a few examples from recent months.
As stadiums and arenas compete for attention in an age of second screens and shrinking attention spans, the focus has shifted from simply watching sport to experiencing it. In 2025, interactive technologies are redefining live events — and not just for fans, but for the brands looking to reach them as well.
From responsive LED surfaces and immersive projection mapping to real-time mobile engagement and gamified crowd participation, these innovations are turning venues into dynamic canvases for creative expression. For brands, they offer a powerful blueprint: activations that are participatory, memorable, and made for sharing.
These experiences are also great for group participation, helping to amplify footfall and engagement numbers.
Here’s a look at some of the most exciting interactive environments around the world—and how they’re inspiring the next wave of sports marketing.
Seamlessly integrating sensors into sporting equipment — particularly balls — has long been a bit of a white whale. Multiple techniques have been used over the years to track how athletes are connecting with their equipment, then visualise that data with a view to help them improve their performance.
Recent technological innovations are turning this challenge into a reality. By combining a variety of sensor types with camera-based computer vision analysis.
Every type of sports fan, casuals and performance athletes alike, can now experience engaging visuals and dynamic feedback based on how they hit a punching bag, kick a ball, swing a racquet or even run on a track. Here are a few recent examples.
Improvements in computer vision and artificial intelligence are redefining how live sports broadcasts are consumed by fans on the fringes. This innovative technique uses cameras and clever realtime data analysis to capture the movement and activity of players and recreate the game in realtime 3D engines. From here, the game can be visualised in AR or VR with 3D characters, or as Disney and ESPN's collaboration has demonstrated, replayed by fictional characters to promote sponsorships.
Imagine swapping LeBron James with Iron Man, or Kevin Durant with the Demogorgon from Stranger Things. Disney's example (shown below) used famous characters such as Mickey Mouse for their Christmas piece, "Dunk The Halls." Having the game fully mapped in 3D also opens up opportunities for increased interactivity and gamification. Stats and insights are more easily visualised and interpreted when they can be mapped to a 3D recreation of a stadium.
Here are a handful of recent examples of this trend in action:
Emerging technologies like AI, sensors, and computer vision are unlocking fresh ways for brands to connect with fans. But knowing where to start, or how to apply these tools meaningfully, isn’t always straightforward.
At FutureLabs, we offer a few ways to support your next move. We can help you:
Contact us to get started.
