This post was created in partnership with EA Sports
Key takeaways
- Gaming is transforming fandom by turning fans from spectators into active participants who can play and connect year-round.
- AI is amplifying fan creativity and access, from personalized viewing experiences to virtual coaching from sports legends.
- Brands and sports teams are deepening engagement through interactive moments.
The future of fandom is democratized, immersive, and powered by technology that turns passive sports fans into active participants. From gaming to AI-driven experiences, fans now expect to shape the story rather than simply watch it unfold.
That shift was the focus of an ADWEEK House Raceway Group Chat co-hosted with EA Sports, where industry leaders explored how interactive platforms are redefining what it means to be a fan.
The next generation of fandom
Andrea Hopelain, SVP of marketing and commercial at Electronic Arts, opened the discussion by describing EA Sports’ unique role as a media platform for sports fans. “The playbook for us is how we bring together the components of play, create, connect, and watch, and deliver that every day, 365 days a year,” she said.
Hopelain shared the example of how the Las Vegas Grand Prix track was included in the EA Sports F1 game nine months before it was raceable in real life. “We had hundreds of millions of laps around that circuit before any real-world driver,” she said. “Some of those drivers were playing and racing the track inside of our game.”
“It’s really interesting how fandom has evolved,” agreed Ashley Holinger, global head of pan-Amazon for Games at Amazon Web Services. “It’s not just about watching a big F1 race anymore. It’s how can I engage? How can I be a part of that narrative? How can I personalize and make it mine?”
For Williams Racing, it’s critical to center on its fans. “One thing that Williams has really built itself on is listening to the fan voice. We have so many ways that a fan can interact, and we take that and push it into all our content,” explained Divya Goel, VP of fan engagement for Williams Racing. “We’re telling the fan you’re not just a fan of the team, but you’re part of it. And I think technology is helping us to do that.”
