The sports and events industry is experiencing a fundamental shift in audience expectations. Technological advancements and the desire for personalization, emotional connection, and shared experiences are redefining how live content is consumed. For exclusive sports and lifestyle destinations, this development presents both challenges and opportunities to innovate while maintaining brand identity and exclusivity.

The research applied a mixed-methods approach, combining theoretical insights from innovation management, digital transformation, internationalization, and branding with primary data collection. Empirical work included a targeted market survey and expert interviews. The analysis focused on three core hypotheses: consumer interest, partnership potential, and the role of immersive event formats as strategic differentiators in the market.

The findings demonstrate strong audience interest and strategic relevance for immersive event technology, particularly when integrated into a hybrid model that combines live sports and entertainment broadcasting with brand activation and premium hospitality experiences. The proposed concept offers scalable opportunities for monetization through ticketed events, partnerships, licensing, and the acquisition of new members. Ultimately, the study outlines a model that enables the European leader in sports marketing and event management to strengthen the company's competitive advantage through innovation, brand positioning, and enhanced audience engagement.