Benfica is leveraging AI and spatial data analytics to enhance performance and fan engagement, according to a Deloitte report. By integrating advanced technologies into their strategy, the club aims to optimize gameplay and improve the overall spectator experience.

In a tightly contested first leg of the Europa League knockout stage, Manchester United played to a scoreless draw against Real Sociedad. Both teams showcased solid defensive strategies, setting the stage for a decisive second leg as they battle for advancement.

As we head into 2024, sports marketing is poised for transformation. Key trends include the rise of personalized fan experiences, advancements in AI analytics, increased focus on sustainability, immersive content via AR/VR, and the growing influence of athlete activism.

College leaders are grappling with the complexities of transgender athlete policies, often lacking a clear strategy. As debates intensify, many institutions struggle to balance inclusivity with fairness in competitive sports, reflecting a broader national uncertainty.