The Future of Fandom
In today’s digital world, engaging fans isn’t optional—it’s everything.
Future of Fandom is the podcast for sports leagues, broadcasters, and digital platforms who know that the old playbook for audience engagement no longer works. Hosted by the team at LiveLike—the leading enterprise engagement and loyalty platform—this series explores how the most forward-thinking organisations are using gamification, loyalty programs, and community-driven experiences to deepen fan relationships and drive real business results.
Every other week, we speak with senior decision-makers from global sports teams, media companies, and consumer brands about what it takes to turn casual spectators into loyal superfans. We dive into how enterprise organisations are rethinking digital infrastructure, leveraging first-party data, and adopting modular, API-first engagement tools to future-proof their fan strategies.
Whether you're a Head of Product, Digital, Revenue or Strategy, Future of Fandom gives you the insight and inspiration you need to move beyond passive content and into interactive, monetisable, and measurable fan experiences.
This isn’t about chasing trends—it’s about building the infrastructure of tomorrow’s fandom, today.
Subscribe now and stay ahead of the game.
The Future of Fandom
From Data Provider to Experience Enabler: Sportradar's Evolution
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Sportradar has evolved far beyond being just a data provider, they've become a full-stack experience enabler spanning streaming, betting engagement, and sports analytics. Patrick Mostboeck, SVP of Fan Engagement, takes us inside how the company prioritises innovation across soccer, tennis, basketball, and US sports markets. We explore how COVID forced the industry to rethink everything with a fresh mind, why cultural differences between European and Asian markets demand different engagement strategies, and how Sportradar's graduate program revealed that some Gen Z hires don't even watch live sports anymore. Patrick shares lessons on deploying AI responsibly in betting contexts, the patience required to see new features succeed, and why education - not just entertainment - is critical for developing the next generation of sports fans.
What you'll learn in this episode
>> How Sportradar evolved from a pure data company to a 360-degree experience enabler across betting and media.
>> The cultural differences in fan behavior between European and Asian markets, and why they matter.
>> How to deploy AI responsibly in sports betting contexts while navigating ethical and legal boundaries.
>> The importance of educating new fans, not just entertaining existing ones.
About the host
Samuel Westberg is CRO and Co-founder of LiveLike and CEO of LaSource, blending deep sports industry experience with strategic innovation across media and technology.
About the guest
Patrick Mostboeck is a seasoned leader in the global sports technology and fan engagement space, currently serving as Senior Vice President of Fan Engagement and Global Director for Video & Streaming Products at Sportradar, a world-leading provider of sports data, digital content and streaming solutions for the sports betting and media industries.
With more than a decade of experience in sports, media and technology, Patrick has been instrumental in shaping how data, video and streaming products are developed to enhance the fan and bettor experience.
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