D.Sports/Kenny Beele
Earlier this month, the fourth edition of SportsInnovation took place at the Merkur Spiel-Arena in Düsseldorf.
Hosted by the German Football League (DFL) and event specialists and venue operators D.Live, the two-day event saw more than 2,000 guests convene to discuss, showcase and test the latest technologies impacting soccer and the wider sporting world.
As well as panel sessions featuring speakers from organisations like Amazon Web Services (AWS), the National Hockey League (NHL) and Sky Deutschland, the fourth edition of the conference also featured an ‘Innovation Lab’ and custom-designed exhibition areas for delegates to experience some of the innovations for themselves.
However, arguably the centrepiece of the event is the Innovation Games, which again allowed attendees to watch new technologies put to the test during a live match being played on the pitch in front of them.
On the back of the event, SportsPro caught up with Luccas Roznowicz, head of strategic cooperations at the DFL, and Martin Ammermann, chief operating officer of sports at D.Live, to get their reflections on what the conference revealed about where sport is going next.
How do you reflect on how SportsInnovation 2026 came together?
Martin Ammermann: We are more than happy with SportsInnovation 2026. The outstanding collaboration with the DFL once again proved to be a key success factor in combination with our teams at D.Live and our modern stadium infrastructure. Together with our new partners Transform Sports and SportsPro we were able to take SI26 to the next level. The quality of exhibitors, content, partners and attendees is truly unique for a sports summit in Europe.
Looking back at the event, what were the biggest signals about where the sports industry is heading over the next five years?
Luccas Roznowicz: Everybody is all in on AI and it seems that other technologies, such as VR and AR, are not as transformative (at least right now) for the industry.
MA: SportsInnovation 2026 made clear that sport is evolving into a data and technology-driven entertainment industry: stadiums are becoming digital platforms; broadcast, social media and live experience are converging; and AI is enabling automated production and personalisation. Fans increasingly expect tailored content, interactive formats and real-time insights powered by data.
At the same time, new revenue models beyond ticketing are emerging, while new audiences – particularly in women’s sport – are seen as key growth drivers.
The Innovation Games once again showcased the latest technologies in a live game environment (Image credit: D.Sports/Kenny Beele)
One of the key differentiators of SportsInnovation is the innovation games. Why is it important for leagues and technology partners to test innovations in this real-world setting rather than just a traditional conference floor?
LR: It is what sets us apart from any other industry event. It adds a level of complexity, sure. But at the same time, it truly shows what technology (or innovation in a greater sense) can already provide beyond PowerPoint slides.
MA: The unique, weather-independent setting of the Merkur Spiel-Arena allows us to fully leverage the Innovation Games. Through these live demonstrations, everyone can experience new technologies in real time. This is, of course, more credible than any traditional presentation – especially because it takes place in a real stadium setting.
Based on the on-stage sessions, innovation games and general discussions on the floor, what were some of the key trends and topics that emerged from the event?
MA: Across sessions, Innovation Games and floor discussions, AI-driven production, real-time data usage and automation emerged as dominant themes. The convergence of broadcast, digital and in-stadium experiences highlighted a shift toward fully integrated fan ecosystems. Personalisation, immersive technologies and interactive formats were widely seen as key to future engagement. Additionally, new commercial models and the rapid growth of women’s sport were recurring strategic topics.
LR: I loved the storyline about connections that framed the opening keynote. On the one hand, connecting technologies that previously were further apart (broadcast, data, AI) and also connection between leagues, clubs, sports and tech players. We can see that this trend is stronger than ever before.
How close are we to seeing some of the innovations that were on display becoming standard across the Bundesliga and broader football ecosystem?
LR: Some of them we will see in the very near future – let’s say within the next three to six months – such as semi-automated event data capturing through 3D data and AI. Some of them we already see today but some, like fully automated production of Bundesliga games, are certainly further away.
Artificial intelligence was at the forefront of discussions. Where do you see AI delivering real commercial or operational value for leagues in the near term?
MA: AI will help automate standardised processes and thereby reduce operational effort. At the same time, it offers the opportunity to reach new audiences who have not traditionally attended stadium or arena events on a regular basis.
LR: In my opinion it is twofold. One, through operational efficiency and room for creativity and two, through new business opportunities, new ways of engaging with the fan.
Looking ahead, how do you expect SportsInnovation to evolve for the next edition?
LR: We have set a high bar in 2024, and even higher in 2026. But we see that there is a growing appetite for meaningful exchange, tangible innovations and more and more players buying into the SportsInnovation concept and platform. So I expect growth, be it in numbers but certainly in active parties.
MA: First we are very happy with the 2026 edition and of course we are already making plans on how to grow again towards 2028. With our outstanding team and collaboration with the DFL and our partners together with the infrastructure in Düsseldorf we have the base to take SportsInnovation to the next level. This was only the beginning.
AI promises transformation, but most sports organisations struggle with implementation. This April, SportsPro London will reveal what’s actually delivering ROI today – from fan personalisation to ticketing revenue – as well as case studies from those making it work. Learn more here.