The sporting experience these days is inevitably tied to digital innovation, and clubs are investing in new and exciting ways to engage followers.
Formula 1 fans, for example, have made it clear they want to better connect with the person behind the steering wheel and be kept on the edge of their seats
“We have a number of live streams that are on the car, and we have 24 streams, so you can essentially choose live on-board camera from your favourite driver and watch that split screen. So I think that's one example of where we are able to really deepen that engagement," said Formula 1 Director of Marketing Ellie Norman.
Formula 1 already has shows in city centres and allows fans to meet the drivers. Technology brings even more surprises, like video gaming.
"As a Formula 1 fan I loved the experience, it's great, everyone should try it. It feels so real!"
FC Barcelona is the football club with the most followers on social media. It's striving to boost this even further by innovating and appealing to emotions.
"As a sports club we have a great advantage: fans want to engage with us," said Javier Sobrino, director of FC Barcelona Innovation Hub.
"I don't know anyone who wants to engage with a bank or a telecommunications company, but in sports there's always an emotional bond."