Partnering for Change: SEAT and Info-Tech Lead Sports Tech Revolution

The Transformative Partnership in Sports and Entertainment

In a groundbreaking move set to redefine the landscape of sports and entertainment technology, Info-Tech Research Group has joined forces with the Sports and Entertainment Alliance in Technology (SEAT). This collaboration is designed to propel innovation and enhance digital capabilities across the industry, ensuring that both operational excellence and fan experience are at the forefront.

Recent advancements in artificial intelligence, analytics, and immersive technology are revolutionizing how fans engage with their favorite sports and entertainment entities. However, these innovations also present unique challenges, particularly in aligning technology investments with overarching business goals. Tech leaders are increasingly seeking structured guidance to help them navigate this complex landscape and determine how to extract tangible value from their technological investments.

Info-Tech Research Group, a world-renowned IT research and advisory firm, is poised to provide the essential insights needed for this transformation. The partnership with SEAT—a consortium of industry leaders spanning the North American entertainment landscape—aims to deliver research-driven insights and strategic frameworks necessary for modernizing operations and fostering greater engagement with fans.

Driving Fan Engagement and Operational Excellence

As the entertainment industry evolves, the need for enhanced fan experiences and seamless operational performance becomes crucial. Larry Fretz, Managing Partner at Info-Tech Research Group, emphasizes, “The innovation in live entertainment is accelerating worldwide, requiring venues to integrate smart technologies that elevate fan experience. Our partnership with SEAT combines the strengths of both organizations, empowering stakeholders to make confident, data-driven decisions.”

SEAT has established itself as a pivotal alliance uniting technology executives from professional sports teams and entertainment venues. This organization facilitates collaboration among its members, focusing on the exploration of emerging innovations that will shape the future of fan engagement and live event operations. Through its events, SEAT creates a platform for sharing insights and strategies to transform technology into a key enabler of value.

The Structure of Collaboration

Under this new partnership, Info-Tech will offer a wealth of resources, including research-focused thought leadership and strategic frameworks, that members can utilize to address their current challenges. These resources will be woven into SEAT's events and member engagements throughout the year, focusing on topics such as digital modernization, cybersecurity, artificial intelligence strategies, data governance, and leadership within organizations.

Josh Barney, CEO of SEAT, remarks on the value of this partnership: “Our community is all about empowerment through collaboration and shared learning. By collaborating with Info-Tech Research Group, we can deliver enhanced research and strategic insights that will allow our members to not only adapt to change but also to lead the industry.”

Upcoming Initiatives

One of the first opportunities for industry professionals to engage with this partnership will be at the Info-Tech LIVE 2026 conference in New Orleans. Registration for this event is currently open, and attendees will have the chance to participate in a prominent roundtable session hosted by SEAT and Info-Tech leaders titled “Sports Venues IT Roundtable: AI Priorities, Tight Budgets, and the Microsoft Squeeze.”

This interactive session will examine how organizations prioritize AI initiatives while managing constrained resources and dealing with evolving licensing pressures. It will offer significant insights and shared discussions among attendees, emphasizing finding effective strategies in a challenging environment.

Conclusion

Info-Tech Research Group's partnership with SEAT is a pivotal step towards providing the tools, resources, and insights necessary to navigate the ever-evolving landscape of sports and entertainment technology. As technology leaders join forces for this joint mission, they will surely lead their organizations to new heights, delivering enriched experiences for fans and operational excellence. With collaboration at the helm, the future of sports and entertainment is brighter than ever.

For additional information on access to research and events, including the upcoming Info-Tech LIVE 2026, please visit infotech.com or reach out directly to their media representatives.