The moment is the product: how LiveLike is reinventing fan engagement

Modern sports viewing has dramatically shifted from a singular TV-focused experience to a multi-platform engagement, particularly among younger audiences who treat their mobile devices as the primary screen. Alex Hay from LiveLike discusses this evolution, emphasizing that sports organizations must adapt by engaging fans where they are—on mobile apps and social platforms—rather than treating these as secondary to traditional broadcasts. The critical moments in sports, like a game-changing play, are what drive fan engagement, and successful organizations are those that amplify these moments through real-time notifications, interactive features, and community-building within their own platforms. This approach not only enhances fan experience but also allows organizations to gather valuable first-party data, which is crucial as third-party cookies become obsolete. AI plays a significant role by automating engagement strategies in response to live events, enabling personalized interactions at scale. The infrastructure supporting these interactions is crucial, ensuring that fans receive timely updates and can engage without delays. Ultimately, the focus on capturing and enhancing these pivotal moments is what will allow sports organizations to maintain strong fan relationships in the future.

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