As the use of AI continues to be integrated in more ways, IBM has found that more Canadian sports fans are embracing AI-powered features, streaming platforms and sports apps, according to new online survey research by the technology company.

As technology plays a larger role in sports fandom, fans are raising their expectations. They want faster access to information, more personalized experiences, and easier ways to engage with the sports, teams, and players they care about. For sports organizations, broadcasters, and brands, these trends indicate a significant shift: fans are increasingly prioritizing the overall experience surrounding the game, rather than just the game action itself.