Based on a national research project (PRIN 2022) led by the author as principal investigator, this volume explores how AI, wearables, and digital platforms are reshaping the fan experience and sports entrepreneurship. At its core is the concept of value co-creation and the shifting role of consumers — from spectators to active participants in the creation of content, relationships, and meaning. The book examines new models of engagement, the hybridization of physical and digital, the strategic use of data, and emerging opportunities for brands, athletes, and organizations. It offers theoretical insights and practical tools to understand the emerging logics of co-created value in sport.

This book is included in DOAB.