At Ably's February fan engagement event, Sam Renouf, CEO of the Professional Triathletes Organisation (PTO), observed that motorsports can transform from a two-hour show to an engaging experience by layering in data and real-time metrics. This transformation is now being applied across various sports, including endurance sports, where organizations are using real-time data to create immersive fan experiences. The PTO's approach of combining real-time data with audience understanding transformed what was initially considered "like watching paint dry" into a compelling narrative. By delivering meaningful, contextual data at critical moments, companies can balance personalization with cost and create value exchange around data, ultimately driving effective fan engagement. Key takeaways include prioritizing decisive moments, focusing on genuine value, and balancing personalization and cost to implement sustainable real-time fan engagement strategies.