Sport has always been about more than just the final score, encompassing strategy, athleticism, teamwork, and rivalries, making spectators part of something greater. The way people experience sport is changing due to increased insight into athletes’ lives through platforms like Instagram, and technology is altering the experience with live statistics, real-time betting, and interactive platforms.
At SBC Lisbon 2026, a panel discussion with Michael Jordan, Carsten Koerl, and Jason Robins highlighted the evolving relationship between sport, technology, and betting. Jordan spoke candidly about the difficulties this evolution presents from a professional athlete’s perspective, rather than just celebrating sports betting as a positive development for fans.
From Watching The Game To Becoming Part Of It
Jordan reflected on how the relationship between athletes and fans has changed, stating, “Fans used to live vicariously through the athletes; now fans are the athletes.” This shift is evident in how fans engage with sport through live odds, fantasy leagues, and detailed data about players and teams, making spectating a more active participation.
Sportradar founder and CEO Carsten Koerl observed that people now follow individual players, not just teams, due to the abundance of data and digital platforms. This trend is becoming more pronounced, with fans analyzing individual performances and participating in predictive games.
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The commercial opportunity in this shift is clear, with technology companies aiming to make the experience compelling enough to keep fans engaged. However, there’s a difference between making a game more engaging and making the game itself secondary to the surrounding activities.
Athletes’ Perspective On The Evolving Sports Environment
The evolution of how people watch and enjoy sports is also different from the athletes’ perspective. With social media, digital coverage, and data-driven analysis, athletes are scrutinized beyond their performance, and individual moments can take on a different significance when betting is involved.
Michael Jordan doesn’t envy modern athletes handling these additional pressures, including branding, public perception, and constant attention. The contrast between what athletes want and what betting audiences want is interesting, with athletes aiming to be their best and spectators trying to analyze and predict outcomes.
Jordan explained that for someone trying to predict a result, the objective is different from his own goal of being the best athlete he can be. He said, “You’re trying to find my weakness,” highlighting the inherent disconnect between the athlete’s job to compete and perform, and the spectator’s objective to anticipate actions.
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Jordan also joked about being the worst guy to bet on, but behind the humor lies a real conflict at the heart of sports betting. Technology can bring fans closer to the action and create new ways to enjoy competitions, but it’s challenging to balance these benefits with the risks of turning every moment into an opportunity for engagement.
In the past, athletes had more control over their public image, but now, social media and data analysis have made them more accessible and scrutinized. This shift has significant implications for how athletes handle their careers and how fans engage with the sport, and it’s an issue that Michael Jordan and other industry leaders are grappling with as they try to balance the benefits of technology with the potential risks to the sport.
Striking A Balance Between Engagement And Respect
Technology companies face the challenge of making the experience compelling without overshadowing the game itself. The key is to find a balance between engagement and respect for the sport.
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