Breakthroughs in AI, analytics, and immersive technology are transforming fan experiences and operational performance throughout sports and entertainment organizations. Yet the sector still struggles to match technology investments with business objectives, prompting technology leaders to look for systematic direction to convert innovation into quantifiable outcomes. Through its new collaboration with the Sports & Entertainment Alliance in Technology (SEAT), global research and advisory firm Info-Tech Research Group will provide research-based insights and strategic frameworks to assist leaders in modernizing operations, boosting fan engagement, and managing transformation with precision and assurance.
ARLINGTON, Va. , Jan. 29, 2026 – , a global leader in IT research and advisory, has unveiled a new partnership with SEAT, the , to enable technology, marketing, and operations executives throughout the worldwide sports and entertainment sector. The alliance will deliver Info-Tech’s expertise to SEAT’s prominent community of North American entertainment venues, sports teams, and league executives who are advancing innovation in fan engagement, digital experiences, and live event management.
SEAT represents a coalition of technology executives and decision-makers from professional and collegiate sports, entertainment venues, and technology partners globally, who jointly examine the innovations influencing the future of fan and guest experiences. Through its yearly forum and ongoing community programs, SEAT offers a reliable platform for leaders to cooperate, exchange perspectives, and share tactics for leveraging technology as a strategic driver of value and engagement.
“Innovation in live sports and entertainment is picking up speed worldwide, propelled by a surge in smart venue construction and renovations. Cutting-edge technologies are enhancing the fan experience throughout the year while demanding flawless, continuous IT operations,” states , Managing Partner at InfoTech Research Group. “By merging SEAT’s worldwide network of venue and technology executives with Info-Tech’s strategic research and frameworks, this collaboration enables organizations to make bold, data-informed decisions that revolutionize operations and create memorable fan experiences, both inside venues and across all digital platforms.”
Within this partnership, Info-Tech will supply research-supported thought leadership, strategic frameworks, and analyst-directed guidance to SEAT’s content, events, and member interactions throughout the year. These activities comprise expert-guided sessions on digital modernization, cybersecurity, AI strategy, data governance, and organizational leadership, all designed to help technology and business leaders align IT capabilities with the changing requirements of fans, partners, and stakeholders.
“SEAT has always focused on enabling the leaders who create live experiences,” remarks , CEO of SEAT. “Our community flourishes through collaboration, collective learning, and innovation. Teaming with Info-Tech Research Group introduces a robust dimension of research and strategic perspective that will assist our members in not just adjusting to change, but in pioneering the industry.”
The alliance strengthens Info-Tech’s growing position in linking global technology communities through strategic partnerships, including forthcoming initiatives connected to the firm’s series of international conferences. Both organizations share a mission of providing technology leaders with the clarity, resources, and assurance to revolutionize the industries they support.
Future Collaboration at Info-Tech LIVE 2026 in New Orleans
Enrollment for is currently available, and all participants will have the chance to attend a SEAT industry roundtable led by Josh Barney and Larry Fretz, named Sports & Venues IT Roundtable: AI Priorities, Tight Budgets, and the Microsoft Squeeze.
This hands-on session investigates how organizations are ranking AI initiatives, managing limited resources, and addressing shifting licensing and pricing demands, offering a venue for peer-led conversation and strategic guidance on how technology executives can achieve greater results with fewer resources in 2026.
For exclusive and prompt commentary from Info-Tech’s specialists or free media passes for any Info-Tech events, including , please reach out to .
About Info-Tech Research Group
ranks among the world’s premier and fastest-expanding research and advisory firms, supporting over 30,000 IT, HR, and marketing professionals worldwide. As a dependable product and service leader, the organization provides impartial, highly pertinent research and top-tier advisory assistance to help executives make strategic, prompt, and well-considered decisions. For nearly three decades, Info-Tech has worked closely with teams to furnish everything they require, from practical tools to specialist direction, guaranteeing they produce quantifiable outcomes for their enterprises.
To discover more about Info-Tech’s HR research and advisory offerings, go to , and for data-driven software procurement insights and vendor assessments, explore the firm’s platform.
Media professionals can sign up for unlimited access to research spanning IT, HR, and software, along with hundreds of industry analysts via the firm’s Media Insiders program. To obtain access, contact .
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About SEAT (Sports & Entertainment Alliance in Technology)
serves as the gathering place for the leaders behind live sports and entertainment to mold the future of fan experiences. SEAT unites professionals from technology, marketing, operations, venue management, hospitality, security, and data to exchange practical insights, investigate emerging innovations, and develop strategies that enhance the live event experience. SEAT convenes the professionals who construct, manage, and improve the fan experience behind the scenes at sports and entertainment venues.
SOURCE Info-Tech Research Group