Sports Trends Shaping Performance, Fan Engagement, and the Future of Competition in 2026

One person may watch a match on television while checking statistics on a phone and discussing the game on social media.

This second-screen behavior creates additional opportunities for teams and leagues. A live match can become a broader digital experience rather than a single broadcast.

Accuracy is also important. IBM's research found that surveyed fans prioritize accurate sports information when evaluating AI-generated content.

That is significant because sports audiences often want immediate information, but speed should not come at the expense of accuracy.

Teams and leagues therefore need to balance personalization with trust. Fans are more likely to continue using digital services when information is reliable and easy to access.

Emerging Sports and Women's Sports Are Expanding the Audience

The sports industry is becoming broader than the traditional group of major professional leagues.

EY's 2026 US Sports Engagement Index found that sports participation and engagement are spreading across emerging, lifestyle, fitness, and community-based sports. Younger audiences are helping drive interest in sports that combine social activity, wellness, participation, and digital content.

This creates new opportunities for sports organizations and media companies.

Emerging sports can benefit from:

• Lower barriers to participation.
• Digital-first content.
• Social media communities.
• Accessible live events.
• Fitness connections.
• Creator partnerships.
• Short-form video.
• Local competitions.

The growth of participation-based sports is also important because not everyone wants to be only a spectator. Some fans want to play, train, compete, or join a local community.