The sports industry has seen an increase in pitches from start-ups offering to revolutionise the fan experience, as consumer behaviour has changed during the COVID-19 pandemic and technological development has accelerated. Gary Jacobus, President of Business Development at ASM Global, said that the "acceleration of innovation... has landed on the doorstep of sports", adding that "more things are coming down the pipe than 10-15 years ago". The initial excitement of these innovations has worn off, and decision-makers are looking for the next step in the development of fan experience tech. Many are now asking about the sustainability of start-ups, their funding and burn rates, how they could scale within and outside of sports, and their revenue models.