For almost a century, the sports media industry has focused on how fans "watch" sports. Shouldn't there be more to sports media than just watching? In this report, Sports Innovation Lab demonstrates that for sports media to evolve, the industry needs to embrace fan behaviors beyond watching, and develop the Fluid Fan Studio.

Sports businesses are being challenged and forced to keep up with the latest technologies and behavior trends that are currently redefining the sports and entertainment experience. In this report, Sports Innovation Lab defines a new set of rules that will allow sports companies to adapt and excel in this new age of sport.

The pillars that have shaped the industry for generations are converging, and technology is ushering in disruption. What if all this change is doing more than just changing how we buy tickets, track our fitness, or watch the teams we love? What if technology is changing fans so fundamentally, that the entire industry must rethink the sports business model?