Key Takeaways:
-Sports apps have become vital fan engagement hubs, driving community, loyalty, and year-round interaction beyond live games and event schedules.-Innovations like personalized highlights, interactive storytelling, and swipeable short-form videos are redefining the in-app sports experience.-AI-powered content creation enables organizations to instantly generate app-ready highlights, stories, and videos, delivering the personalization and speed fans expect.
Despite the lack of a mega event like the FIFA World Cup or the Olympics, it was a great summer for sports in terms of digital engagement. What's interesting, though, is that a big chunk of this engagement happened on mobile apps, a development that could have wide-ranging benefits for rights holders.
Visits to the official Wimbledon app, for example, increased by over 20%. A record-breaking one million Apple users downloaded the Wimbledon app this summer. And approximately 500,000 users engaged with “Match Chat,” an AI assistant that offers an interactive way to explore match statistics and player insights, generating over 5 million total actions on the tournament's app.
Football's two biggest events of the summer were also digital success stories. There were one million downloads of FIFA apps during the Club World Cup, mostly of the official tournament's app. UEFA Women's EURO 2025's app and website had more than 12 million views in the knockout stage, and over 49 million throughout the event, completing what could be dubbed “the summer of the app.”
From Side Channels to Fan Hubs
A new global study conducted by IBM confirms that mobile sports apps are becoming essential to the fan experience. Drawing on the insights of more than 20,000 sports fans across 12 countries, the study reveals that 73% of fans use mobile sports apps, which are valued for providing premium content and opportunities for deeper engagement.
Additional findings include:
-Year-round sports app usage is highest for official team apps, particularly in the UK, Spain, and Brazil
-Exclusive content, unique analysis, and team/player engagement are the top drivers of year-round sports app usage
-Sports app adoption is strongest among younger audiences; 87% of fans aged 18-29 use them, compared to 74% of 45-54 year-olds and only 51% of fans older than 55
What the study shows, said Carlo De Marchis, a C-suite executive with 35+ years in sports & media tech, is that “sports apps are no longer side channels; they’re where fans spend the most time, where community can be built, and where loyalty is reinforced. This makes apps one of the most strategic assets a league, team, or broadcaster can own. The industry should treat apps as core platforms, not just as scoreboards.”
Innovating the In-App Fan Journey
Judging from the recent wave of app launches, that's exactly what the industry is doing. The Premier League's new app, for instance, was designed to deliver more personalized and engaging experiences for fans via new and improved features such as matchday stories (vertical storytelling of every match), and an AI assistant that delivers tailored insights and bespoke content discovery at scale.
ESPN's enhanced app is another illustration of how much organizations value apps today. Launched alongside the networks' new DTC streaming service, the app introduces a set of new features and functionalities, including:
-SC For You: a personalized, AI-powered version of SportsCenter delivering highlights, news, and must-see video tailored to each fan’s favorite teams, leagues, and sports interests
-Catch Up To Live: a feature that allows fans to watch quick-turn highlights of all the key plays they missed when joining a live game already in progress
-ESPN Verts: a swipeable video experience that lets fans easily scroll through vertical short-form videos powered by a faster, more advanced personalization algorithm
The focus on personalization and quick-turn highlights proves rights holders are closely attuned to the zeitgeist. Per IBM's study, the two most important aspects of sports content for fans are summarized content and personalized content. That's especially true for younger fans, who expect AI-driven innovation. “For Gen Z, AI isn’t a novelty. It’s baseline infrastructure,” said De Marchis. “To them, personalization and interactivity aren’t perks, they’re table stakes.”
Leveling Up Sports Apps with AI-Powered Content
Sports apps have evolved from simple utilities into central hubs where fans expect constant value, connection, and personalization. They’ve become engagement engines, shaping how communities form and loyalty grows. To meet these expectations, organizations must treat apps as extensions of their brand, delivering unique experiences that blend storytelling, interactivity, and exclusive access.
Doing this at scale requires technology built for speed and versatility. AI-powered sports content solutions enable rights holders to turn live moments into dynamic, app-ready assets – from personalized highlights and in-app stories to vertical videos optimized for swipeable discovery. With the right content in the right format and the right strategy, this fall’s packed sports calendar could outshine even the “summer of the app.”
Actionable Insights
-Prioritize apps as primary fan destinations: treat apps as central engagement platforms by offering exclusive content, interactive features, and personalized experiences
-Leverage multi-format storytelling: use vertical videos, swipeable highlights, and in-app stories to create immersive experiences tailored to diverse fan preferences
-Automate content pipelines with AI: deploy AI-powered content creation tools to instantly transform live moments into app-ready clips and personalized stories optimized for multiple fan touchpoints
