Following on from PHD’s publication of Merge | The closing gap between technology and us – which explored a future where consumers will virtually and biologically join with technology – Fuse, an Omnicom Media Group partnerships and experiences agency, has launched Merge Sport | How technology will revolutionise sport for fans, which takes a close look at the associated implications and opportunities this revolution will have for brands and marketers. Merge Sport sets out how technology such as AI, virtual personal assistants, mixed reality and wearables will completely transform the way we experience sport over the next ten years.

Drawing on insights from experts across the worlds of sport and tech – including Al Guido, President of the San Francisco 49ers; Theo Luke, Twitter’s Director of Sports Partnerships; Nathan Lindberg, Director of Global Sponsorships at Twitch; and Paul Kandel, Intel Sports Director of Planning and Strategy – Merge Sport discusses the future of live sports, immersive at-home experiences and the new landscape for sports content.

Soon you won’t just lean back and watch a match. Virtual reality will put you on the pitch, watching the game through the eyes of your favourite player. Your AI-powered virtual personal assistant will make sure you catch the best events, creating personalised highlight reels with the most exciting moments from matches you don’t have time to watch. How and when you view will be up to you.

If you’d rather catch a game at a stadium, your virtual assistant will arrange every detail, from tickets to transportation, from finding your seats to having refreshments ready when you get there. Players and fans will interact more than ever, as the walls between the audience and athletes come tumbling down.

The business of sport will be reshaped in this landscape and the beginnings of this new world for sport are already here. Merge Sport will show you how it starts, and where it’s all going.

Mark Holden, Worldwide Strategy & Planning Director, PHD and Co-Author of Merge said, “When PHD released Merge in 2017, the aim was to equip ourselves and our clients to make the most of the opportunities that are around us. If we can anticipate how technology will come to affect our environment, then we have a much better chance of being successful today. This is as true in the world of sport as it is in media.”

Louise Johnson, CEO, Fuse said, “Technological advancements are poised to radically remake society, changing the way we interact with the world around us. Sport will not only feel the full force of this change, it may be one of the most transformed spaces of all. Merge Sport has been published as we celebrate our 10th anniversary at Fuse and its publication shows our commitment and drive to ensure that our clients are equipped with the right expertise to face the future of sport head on.”

Merge | The closing gap between technology and us is available via Amazon, with proceeds going to UNICEF. Merge Sport | How technology will revolutionise sport for fans is also available via Amazon, with proceeds going to The Royal Marsden.

For more information on Merge, please contact Avril Canavan at For more information on Merge Sport, please contact Anna Watkins at