The rapid development of digital technology has significantly transformed the way international sports organizations operate, the spectator experience and even the performance of athletes. The rise of the internet and digital technology has made it possible for sports organizations to reach a global audience, offer a wider range of content and provide more interactive experiences (Alaeddinoglu & Kishalı, 2021). Advanced data analytics have helped organizations and athletes optimize their performance (James and Eccles, 2019). Thanks to advanced streaming technologies, organizations are able to reach a wider audience and their capacity to broadcast their own content through these platforms allows fans to consume more sports content. Data analytics tools, wearable technologies and motion tracking systems have helped athletes better understand and improve their performance, while big data analytics and machine learning have helped athletes and coaches develop more effective strategies.

The rise of online and social media platforms has enabled fans to become more involved in events and connect more deeply with sports organizations. Augmented reality (AR) and virtual reality (VR) technologies have enabled fans to experience events in a more engaging and interactive way.